Using AI in your content? You could be dampening brand trust

Nearly 51% of APAC consumers spot low-quality AI content in their feeds, and they’re not impressed. This is according to a new report from B2C CRM platform Klaviyo, which warns that “AI slop” is one of the greatest threats to brand trust in the region.

The research finds that over half of consumers in APAC now frequently encounter poorly executed AI-driven posts, replies, and product messaging, creating both a high bar for quality and a low tolerance for lazy automation.

This is especially since AI adoption in the region is booming. About 30% of APAC shoppers report using AI several times a week, outpacing the US (26%) and Europe (27%). Yet, this has created the world’s most skeptical audience.

 Don't miss:  AI ads outperform humans – but only when they don’t look like AI

In comparison, only 5% of APAC consumers fully trust AI-generated brand content, compared with 12% in the US and 16% in Europe. Compounding the challenge, 63% of these shoppers have previously mistaken human-written content for AI.

The findings arrive as Singapore’s 2026 budget places AI front and centre, pledging over SG$1 billion to AI infrastructure, talent, and adoption through 2030 alongside a National AI Council. As public concern around deepfakes and content farms peaks, brands face a growing tension: adopt AI rapidly, but ensure human oversight to preserve trust.

Despite skepticism, AI remains embedded in the purchase journey. Klaviyo’s report finds 78% of APAC shoppers have used AI to compare brands or get product recommendations, particularly in electronics (66%), with men 35% more likely than women to follow AI recommendations.

“The honeymoon phase with AI is officially over for shoppers across Asia Pacific. Although consumers in the region lead the world in AI adoption, they have one of the highest bars for authenticity. For younger audiences and daily users, generic AI content isn’t just ineffective — it actively damages brand equity," said Marcus Rossato, head of marketing APJ at Klaviyo.

“What our data shows is that brands must move beyond using AI for mere efficiency and toward using it for emotion. The opportunity for brands in 2026 is not to scale content faster, but to scale usefulness. In a world of automated noise, the brands that maintain a human connection will be the ones that survive the slop era," added Rossato. 

While APAC consumers are among the most skeptical of AI-generated brand content, a separate study from Taboola suggests there is a clear path for AI to succeed: it must not feel artificial.

Analysing over 500 million impressions across multiple campaigns, researchers found that AI-generated ads perceived as human-made delivered the highest engagement, often outperforming both traditional human-created ads and AI ads that were clearly identified as artificial. In particular, trust-building cues such as clear human faces were key in making AI creative feel authentic and relatable.

From a performance standpoint, the study reinforces that effectiveness does not have to be sacrificed for scale. AI-generated visuals matched or exceeded human creative in click-through rates without harming downstream conversion, highlighting that brands can leverage AI at scale. This is provided the content maintains human cues and authenticity.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles:  
AI-generated ads under scrutiny, but no complaints lodged with Singapore watchdogs   
Forrester: How Gen AI is reshaping consumer behaviour in 2026 
Is AI really helping marketers, or is its inauthenticity scaring audiences away?