IPSOS DATA DROPS:
Boycotts in America
March 2025
Key Takeaways:
In marketing, trust is non-negotiable. Majorities of marketers name it as the most important factor for success when selling to businesses, and for maintaining a strong consumer-facing brand image.
AI is stress-testing trust
2
AI is changing how Americans work, relax, shop and make decisions. But while we like these benefits, trust is lagging.
65% of Americans say they use AI tools despite not always trusting them, and just 31% trust the government to regulate AI responsibly — fewer than any other country in the 2025 Ipsos AI Monitor.
How marketers can succeed:
As of March 2026, 66% of Americans say the development of AI needs to slow down, but 76% say people need to keep up. Marketers must find ways to speak to both the worry and the wonder around AI in their messaging.
Or visit the Ipsos Consumer Tracker archive and the Ipsos Top Topics page.
Your three-minute briefing on what business leaders need to know about today.
IPSOS DATA DROPS:
Boycotts in America
March 2025
IPSOS DATA DROPs
Sports betting is booming.
Here’s how Americans feel about it.
January 2026
Check out our other DATA DROPS for more compelling data & insights
1 Ipsos Consumer Tracker, fielded September 9-10, 2025 among 1,082 U.S. adults 2 Ipsos AI Monitor 2025 3 Ipsos Consumer Tracker, fielded January 27-28, 2026 among 1,085 U.S. adults
DOWNLOAD THE
PPT CHARTS
Want this compelling data in a deck to go?
TO LEARN MORE, CONTACT:
Jamie Stenziano EVP, Head of Tech, Media and Telecommunications (TMT) jamie.stenziano@ipsos.com
But AI is changing everything, including trust. AI tools empower marketers to work faster and smarter, but make it more complicated to stand out or earn trust. Americans’ attitudes on AI are still evolving. And all this, at a time when 78% of marketers say it’s gotten harder to build trust with consumers.
To build and maintain trust without passing on the upside of AI, marketers will need to understand their audience’s attitudes on AI and focus on trusted human-AI collaboration that delivers real value.
Source: Ipsos Consumer Tracker, fielded July 29-30, 2025, among 1,085 U.S. adults
The AI trust gap has created a complex environment for marketers. But it also presents new opportunities to build trust.
For instance, Americans still trust humans over AI when it comes to creating ads. but they trust people using AI nearly as much as those not using it — and 13 percentage points more than AI acting alone.
This points to the continued importance of human presence for trust, and to the opportunities for human-AI collaboration that outperform people or AI working in isolation.
The right balance of AI and human intelligence is a path toward trust
3
1 LinkedIn/Ipsos 2025 B2B Marketing Benchmark 2 Inside Modern PR: Trust, Timing & Building Credibility, Vayner Media/MuckRack/Ipsos
Trust remains critical for B2B and consumer-facing success. In a LinkedIn/Ipsos study, 94% of marketers agreed trust is the most important element for B2B success, and in a Vayner Media/MuckRack/Ipsos study, half (51%) of marketers agreed being always trusted was the most important perception for their brand.
But they won’t be able to rely on yesterday’s strategies: Three in four (78%) marketers agree that building trust with consumers has gotten more challenging.
In the attention economy, trust is the new currency for B2B and B2C marketers
1
Americans’ concern about AI is pronounced, but attitudes are still evolving and vary by use case. Marketers today, must understand the nuances in receptivity to AI for their specific target and product category to grow trust.
Consumer and B2B marketers alike must understand their audience‘s attitudes on AI and frequently test their messaging to ensure that it resonates in a shifting trust landscape.
65%
31%
63%
of Americans trust the government to regulate AI responsibly 2
of Americans say they don’t always trust AI tools but use them anyway 1
of Americans say having ads in AI search results would make them trust the results less 3
94%
78%
of marketers agree it’s become harder to build trust with consumers 2
of marketers agree that trust is the MOST important factor for achieving B2B success 1