AI might be the buzzword of the decade, but here’s the catch: people still trust people. Businesses are automating everything from content to customer service, hoping to save time and boost results. But according to the new HubSpot x SurveyMonkey report, the excitement gap between brands and consumers is only getting wider. So, what does that mean for marketing teams trying to stay ahead without losing their human touch?

A couple of weeks ago, I had one of those moments that summed this whole debate up perfectly. It was my daughter’s birthday, and I’d ordered a bunch of helium balloons from Big W. I’d told them I’d collect them at 5:30, but plans changed and I needed them earlier, around two. I figured I’d give the store a quick call. Simple, right? Nope.

Turns out, you can’t actually call a store anymore. You get funnelled straight to an AI call system that loops endlessly and never lets you through. No store contact number, no human option, just a chatbot-style voice that kept “helping” me into oblivion. I couldn’t reach anyone. And I kept thinking, what if I’d left my phone there? Hell, what if I’d left my kid there? How would I get in touch with someone?

By the end, I was fuming, but it made me think. This is what AI in customer experience looks like now. It’s creeping into every corner of life, from marketing platforms to the retail floor. And most of us aren’t ready for how disconnected it can feel.

So, how do people really feel about it? And even more so, how do Aussies feel about it?

The AI Boom Meets the Trust Bust

Three out of four marketers say AI is now central to their strategy. It’s rewriting the playbook on content, analytics, and personalisation. Sounds smart. But there’s one small problem: customers aren’t keeping pace.

Only one in three people say they’re using more AI tools, and just 19% feel genuinely excited about it. The rest? Sceptical or flat-out uninterested. Even younger audiences aren’t jumping on board. Less than a quarter of Gen Z and Millennials said they were “excited” about AI. Proof that tech adoption doesn’t equal emotional connection.

Customers Notice the Shift, But They’re Not Loving It

Consumers can spot AI a mile away. About 70% of people say they’ve seen it pop up in marketing emails, ads, and customer service chats. But only a quarter said they actually like it. Most found it cold or impersonal.

Even when outcomes are identical, 82% of customers still prefer talking to a human. That says it all. Efficiency means nothing if the experience feels robotic.

The solution isn’t to ditch automation. It’s to balance it with real communication. People still want to feel seen, not processed.

AI Search Is Handy, But Trust Still Rules

More than half of consumers now read AI-generated summaries when searching online. Convenient? Sure. But only 30% actually trust what they see.

Half of users say they double-check results, and nearly one in five assume AI answers are wrong from the start. So yes, showing up in AI search is helpful, but it’s not enough.

Your audience still wants credible, original content backed by human judgment. Authentic voices and consistent tone will always outrank machine-made filler.

The Confidence Gap Is Growing

Businesses are racing to adopt new tools, but the training gap is huge. 68% of leaders say their teams are ready for AI, but that drops to 56% in small businesses. And most haven’t offered any training at all.

Here’s the twist. 71% of marketers say AI makes their jobs easier, but 61% also worry it’ll replace them. That tension is real. But instead of fearing change, brands can use this moment to double down on human expertise, strategy, storytelling and creativity, the things no algorithm can replicate.

Transparency is the New Trust Signal

Here’s where things get serious. 84% of consumers believe brands use their data to train AI systems, and 60% say companies should clearly disclose when they’re using AI.

Even more concerning? One in four people stopped buying from a brand because of its AI use.

That’s your sign to be upfront. Be clear about how customer data is used. Own your ethics. And remember, transparency doesn’t make you vulnerable, it makes you credible.

What Aussies Think

Attitudes shift from place to place. Germans are sceptical but impressed. Australians? We notice AI the most and like it the least. No surprise there. Across every country surveyed, the number one factor shaping how people feel about a brand wasn’t tech innovation. It was how well they treat their customers.

It’s simple. Tech gets attention. Humans earn loyalty.

How to Stay Real When Everyone’s Automating

Here’s how to keep your marketing grounded while the rest of the world gets swept up in automation:

Keep listening. Pay attention to what customers actually say, not just what the data tells you.
Move faster, not faker. Use smart tools to save time, but keep your brand voice consistent and honest.
Know your audience. Younger audiences might embrace AI faster, but no one likes being talked at by a bot.
Protect your personality. Automation should support your brand’s voice, not flatten it.
Teach your team. Confidence comes from knowledge. Keep your people skilled, not sidelined.

Brands that focus on empathy, clarity and originality will always win. Because genuine connection can’t be automated.

Ready to Build Trust That Lasts?

If your business wants to stand out in a world of sameness, start with human-first content. At That Content Agency, we help brands create authentic, SEO-driven content strategies that work with AI tools, not for them. We write for readers, not robots, and your audience can feel the difference.

Let’s make your content sound like it’s written by a person, not a prompt. Talk to us.

In AI We Trust? Why Brand Authenticity Still Wins in the Age of Automation