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Why brands that prove they’re real will win.
Key takeaway cards for this data drop.
Reality is required for health, finance, news, and reviews — where deception impacts quality of life, finances, or truth. Consumers are less strict on authenticity when it comes to fashion, beauty, and tech — where creativity and flair are more acceptable.
The majority of consumers believe brand content is AI generated and they aren’t sure what to trust. Defendable, authentic content is now a way to differentiate. Brands that voluntarily disclose their content approach can convert widespread uncertainty into trust.
Brands that stand out as authentic are transparent, honest and connect with consumers in a relatable way. Real customer stories, experiences and images are key to fostering authenticity. Polished visuals, celebrity endorsement or paid influencers lack credibility.
Expert video and commentary.
Our CEO's take:
The Authenticity Economy
Brands have spent years trying to look authentic. But consumers are raising the bar. In our latest Data Drop, The Authenticity Economy, we explore why 79% of consumers prefer authentic brands, but are increasingly looking for proof behind the claims. Watch Cashew CEO, Addy Graves break down what’s changing the way brands earn trust.
Access the reportThe newsroom release published alongside this data drop.
Consumers have entered a new era of skepticism toward brand content. According to new research from Cashew, nearly nine in ten consumers (87%) believe the ads, social posts, product images and other content they see from brands are at least partly created using AI. Yet only 13% say they are very confident they can tell what is AI-generated and what is not.
The study, based on a survey of 2,149 consumers across Canada and the U.S., suggests this growing uncertainty is reshaping how brands earn trust. Rather than rewarding polished storytelling or carefully crafted brand messaging, consumers increasingly look for evidence they can verify.
"AI hasn’t made consumers stop valuing authenticity. It has changed what authenticity requires," said Addy Graves, CEO of Cashew. "When people assume every brand can generate authentic-looking content, trust no longer comes from saying the right things. It comes from proving your claims with real customers, transparent communication and consistent performance."
The findings suggest marketers may need to rethink long-held assumptions about what differentiates brands in an AI-powered world.
Among the key findings:
The research points to a broader shift. As AI makes polished creative easier and cheaper to produce, consumers are placing greater value on proof over presentation. Real customer experiences, transparent business practices, credible reviews and original evidence increasingly outweigh aesthetic perfection.
Read the full report: The Authenticity Economy: What Consumers Truly Value When Every Brand Can Use AI to Generate "Authentic" Content.
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