93% of consumers say it matters that brand communications feel like they came from a real person

Clutch today released new research on how consumers perceive and respond to branding in an AI-saturated landscape, revealing a clear consumer preference for what feels genuinely human.

The survey of 408 U.S. consumers finds that 93% say it matters that a brand's communications feel like they came from a real person, and 55% view a brand less favorably once they can tell AI produced the creative.

“Consumers are sending a clear signal: they want to know there's a real person behind the brand,” said Anna Peck, Clutch analyst. “AI can help scale content, but it can't replicate the trust that comes from visible human presence. The brands that make real people a central part of their story are the ones earning loyalty right now."

Key findings include:

• Human signals matter. 93% of consumers say it matters that brand communications feel like they came from a real person, and 55% view a brand less favorably once they can tell AI produced the creative.
• Human craft earns favorability. 78% feel more favorable toward a brand when visuals are hand-illustrated, while 55% feel less favorable when visuals are disclosed as AI-generated.
• Unfiltered builds trust. 68% say they would trust a brand more if it published testimonials that included critical reviews.
• Imperfection builds connection. 47% say branded content feels more authentic and likable when a speaker goes off-script.

The full report is available at Clutch.

About Clutch

Clutch powers how businesses discover, evaluate, and hire the right B2B service partners. Through verified reviews, structured comparisons, and intelligent matching, Clutch helps business leaders make confident decisions about the expertise they rely on, wherever their search starts. As B2B discovery evolves across marketplaces and AI-driven search, Clutch delivers the credibility signals and visibility that both buyers and providers need to navigate an increasingly complex decision environment. Today, over 400,000 service providers across more than 1,900 categories trust Clutch to connect them with buyers ready to hire.

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