AI use rises, but so do trust demands from Singaporeans

Clear disclosure of AI use is emerging as a critical factor in maintaining consumer trust, with 84% of Singaporeans saying it is important for AI-generated content to be clearly labelled, according to a new global study by YouGov and Meltwater.

The “Trust in the age of generative AI” report also found that nearly half (49%) of respondents said their trust in a brand would decrease if AI use was not disclosed, underscoring the reputational risks tied to a lack of transparency.

Drawing on insights from nearly 10,000 consumers across Singapore, Australia, Canada, France, Germany, the UK and the US, the report examines expectations around transparency, authenticity and credibility as AI adoption accelerates.

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Despite growing acceptance, concern remains high. While 55% of Singaporeans said they are excited about the future with AI, a significantly higher 83% expressed concern about its growing role in daily life.

Additionally, the report highlighted that misinformation emerged as the top worry, with 74% of respondents saying AI-generated content could be used for fake news or scams. Another 68% flagged incorrect or misleading information, while 64% pointed to difficulty identifying AI-generated content. Misuse of personal or sensitive data (58%) also ranked among key concerns.

Even so, respondents acknowledged the benefits of generative AI. Around 58% pointed to faster content creation, while 56% highlighted idea generation and 54% cited improved accessibility for those without technical or creative skills.

Awareness of AI-generated content is also rising, particularly among younger consumers. More than six in ten Singaporeans (64%) believe they can identify such content, with confidence highest among those aged 18 to 24 (89%). Men also reported slightly higher confidence than women (67% versus 61%).

Sentiment towards brands using AI remains mixed. While 23% of respondents said they are less likely to trust brands that use AI-generated content, 18% reported increased trust, suggesting an opportunity for companies that adopt transparent and responsible practices.

Consumer comfort with AI-generated content also varies by context. Acceptance is highest in entertainment (72%), followed by product advertising (64%) and education (60%). It drops in more sensitive areas, with only 35% comfortable with AI use in news and 28% in political content.

Overall, 45% of Singaporeans said they are comfortable with AI-assisted content, compared to 32% who prefer fully human-created material. The report noted that attitudes are also shifting. One-third (33%) of Singaporeans said their perception of generative AI has become more positive over the past year, while 20% reported a more negative view.

“It’s evident from the data that Singaporeans aren’t rejecting AI, just scrutinising it as they should. High concern and genuine excitement exist side-by-side, and that indicates that trust has to be earned, not assumed," said Mimrah Mahmood, APAC Enterprise vice president at Meltwater.

He added, "This shows that when brands are clear about how and why they use AI, they can build stronger connections with their audience. Looking ahead, transparency will be key to shifting AI adoption into audience trust."

In tandem, Andrew Farmer, global head of PR and editorial at YouGov said, “Generative AI has quickly moved from novelty to normality, blurring the line between human and machine-made content. YouGov’s data suggests that ultimately, the brands that succeed in the generative era may not simply be those that adopt AI fastest, but those that earn and maintain the trust of the audiences they serve.”

The findings come as AI adoption in marketing continues to accelerate globally, even as questions around disclosure persist. Research by the World Federation of Advertisers found that 78% of multinationals are already using AI-generated or AI-enhanced content in consumer-facing marketing. However, uncertainty remains, with eight in 10 brands calling for clearer global guidance on AI disclosure, despite 67% having developed internal policies.

AI is already being widely applied across marketing workflows, including product images (87%), marketing copy (80%) and background visuals (77%). Still, brands continue to grapple with how transparent they need to be and what consumers expect.

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