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# Horizon research: AI’s ‘neutral’ halo is cracking as ads creep into answers
- URL: https://www.medianexis.com/horizon-research-ais-neutral-halo-is-cracking-as-ads-creep-into-answers/
- Published: 2026-10-11T01:38:43.000Z
- Updated: 2026-10-11T01:38:43.000Z
- Description: Ad Age’s Michele Donati reports that Horizon Media research found 44% of consumers don’t know brands can pay for AI recommendations, while 47% say a “sponsored” label lowers trust.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Michele Donati, Ad Age op-ed: AI neutrality halo will break

**Why it matters.** Brands that treat AI answer placements as ordinary media buys risk losing consumer trust before transparency and disclosure practices catch up.

*Signal from* [*adage.com*](https://adage.com/?ref=medianexis.com) *·* [*Michele Donati*](https://www.medianexis.com/tag/by-michele-donati/) *·* [*read the original*](https://adage.com/studio-30/publishing-partners/aa-algorithms-arent-enough-future-marketing-human-led/?ref=medianexis.com)*.*