The research, conducted by Calgary-based Cashew among 2,149 individuals across Canada and the United States, reveals a disconnect between perception and reality. While 87% of respondents suspect AI involvement in brand materials, only 13% feel confident in their ability to distinguish synthetic content from human-made work. This uncertainty is particularly acute in sensitive sectors like finance and healthcare, where automated content can erode consumer confidence.

Addy Graves, CEO of Cashew, notes that authenticity is no longer a unique selling point but a baseline expectation. In a landscape where high-quality creative output is increasingly inexpensive and automated, consumers are pivoting toward tangible markers of credibility. The data highlights that 38% of shoppers prioritize product quality, while 31% lean toward genuine customer testimonials to validate their purchasing decisions. For modern brands, the path to trust lies in prioritizing original evidence and transparent business practices over aesthetic perfection.