emerging
Cost of Hesitations
Declining trust in digital content due to scams and AI-generated misinformation is causing hesitation in online interactions, impacting brand engagement and the online experience.
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
The proliferation of scams and AI-generated content is eroding trust in the digital landscape. Consumers are increasingly questioning the authenticity of information, products, and even brands they encounter online. This hesitation disrupts the online experience, forcing users to constantly verify information and potentially impacting online shopping and brand engagement. As the report states, "At the center of this trend is people's new hesitation reflex when doing anything online, and the resulting cost for anyone doing business there."
Context Signals
52% of people have seen fake news or articles
38.8% have seen fraudulent product reviews online
52% have experienced deep-fake attacks or scams
Edge
Brands that proactively establish trust and authenticity through verifiable digital signifiers could become preferred choices in their categories.
New insurance products might emerge to protect against deep-fake scams and online fraud.
The rise of 'slop' (low-quality AI content) may necessitate a complete redesign of digital marketing strategies.
