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# Marketers keep betting on AI assistants despite consumer distrust
- URL: https://www.medianexis.com/marketers-keep-betting-on-ai-assistants-despite-consumer-distrust/
- Published: 2026-09-29T16:04:12.000Z
- Updated: 2026-09-29T16:04:12.000Z
- Description: The Media Leader’s Jack Benjamin reports that Kantar’s Media Reactions study found a net 75% of marketers plan to increase AI assistant investment in 2027, yet just 32% of consumers use such tools to research products.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Jack Benjamin, Consumers distrust AI assistants for recommendations, brands invest anyway

**Why it matters.** Marketers pouring budget into AI assistants must now build separate measurement frameworks, since chatbot-driven outcomes are far harder to attribute than search results.

*Signal from* [*uk.themedialeader.com*](https://uk.themedialeader.com/?ref=medianexis.com) *·* [*Jack Benjamin*](https://www.medianexis.com/tag/by-jack-benjamin/) *·* [*read the original*](https://uk.themedialeader.com/consumers-dont-trust-ai-assistants-for-product-recommendations-brands-are-investing-anyway/?ref=medianexis.com)*.*