AI Advertising Raises Trust Concerns

A poll commissioned by Auros and conducted by Talker Research examined how consumers view AI in product advertising and shopping. Forty-four percent said they frequently encounter products advertised using some form of AI. Respondents said they question whether online ads show real or AI-generated products about four times each week.

Trust was limited. More than half said they did not trust AI-marketed products to match their descriptions, while 61% believed at least one brand would probably use misleading or AI-centered marketing. Respondents named clothing and beauty or cosmetics at 16% each, followed by electronics at 14%. Luxury goods and food and beverage brands each registered 11%.

Although the survey focused primarily on products, its findings also have implications for travel and hospitality. Hotel bookings depend heavily on visual content, from guest-room photographs and property videos to images of pools, beaches, restaurants and surrounding destinations. If travelers suspect those images have been generated or substantially altered, uncertainty about what they will encounter on arrival could undermine confidence in the property.

Respondents identified Walmart and Amazon as the large retailers most likely to use AI product marketing, citing them at 27% and 26%, respectively. Twenty-four percent pointed to social media platforms including TikTok, Instagram and Facebook. The findings reflect perceptions, not verified advertising practices, by any of the companies or sectors named.

Consumers Struggle to Identify AI Ads

Although 44% said they were confident they could tell whether an ad showed a real or AI-created product, only 22% said they lacked confidence. A classification exercise showed mixed results. When participants viewed real products, 52% identified them correctly. Another 31% classified them as AI-generated, while 18% said they were real products enhanced with AI.

When shown fake products, 42% correctly recognized them as AI-generated. By comparison, 34% believed they were real, and 24% thought they were genuine products with AI enhancements. The greatest confusion involved real products presented with AI-enhanced features or settings. Only 20% chose that description, while 60% labeled the products as AI-generated and 21% considered them real.

That confusion may carry particular consequences for hotel marketers. Travelers routinely use photographs to evaluate room size, décor, cleanliness, views and access to amenities. AI-generated scenery, digitally expanded rooms or the removal of nearby buildings and crowds could create expectations that the actual stay cannot meet. Even conventional enhancements could raise suspicion if travelers can’t distinguish them from fully generated content.

AI Shapes Views of Product Quality

AI use also affected perceived product quality. Thirty-six percent said a product appeared lower quality when AI was used in its marketing, compared with 17% who associated AI-based marketing with higher quality. Bobby Meixner, Auros’ vice president of solution marketing, said the results suggested consumers were more skeptical of AI used to persuade them than of tools they controlled themselves.

For hotels, that suggests AI-generated imagery may carry a reputational cost even when it is visually polished. A highly stylized picture of a suite, restaurant or resort might attract attention, but it may also prompt potential guests to question the authenticity of the broader listing. Because a hotel stay is an experience that cannot be inspected before purchase, trust in the property’s visual and written descriptions is especially important.

Travelers May Welcome AI Tools They Control

The divide between persuasion and assistance was evident in responses about practical shopping uses. Fifty-three percent said AI had helped them while shopping. The most commonly cited benefit was finding the lowest price (24%). Finding alternatives and locating product reviews each drew 22%. Other uses included seeing examples of how products could be used (19%) and receiving restock reminders (17%).

Comparable applications are already relevant to travel planning. Consumers may value AI tools that compare hotel rates, summarize guest reviews, identify properties that meet accessibility or family requirements and suggest alternatives based on location, amenities or budget. AI can also help travelers evaluate trade-offs—such as a lower room rate versus resort fees, transportation costs or a less convenient location.

The distinction matters: travelers may welcome AI when it helps them make a better-informed decision, but resist its use to create a more flattering or potentially misleading picture of the experience being sold.

Holiday Travel Planning May Expand AI Use

Fifty-four percent of respondents planned to use AI for some part of their holiday purchases. They expected to seek price comparisons, gift suggestions, cross-site review summaries, deals and package tracking. Thirty-seven percent said AI could make it easier to find gifts.

Similar behavior could extend to holiday travel. Consumers may use AI to compare room rates across booking channels, assemble itineraries, summarize cancellation terms or find hotels near seasonal events. However, reliable results depend on current information. Hotel prices, availability, fees and policies change frequently, so travelers may still need to verify recommendations with the hotel or booking provider before completing a reservation.

Disclosure Remains an Open Question

The results point to a distinction between AI as a marketing method and AI as a consumer tool. Respondents expressed concern when generated or altered images could obscure what a product actually looks like, but many still valued AI for search and comparison tasks.

For hotels and travel brands, clearer disclosure could help preserve that distinction. Properties might label fully generated concept images, disclose when photographs have been materially altered, and separate aspirational campaign artwork from images that document actual rooms and amenities. Labels such as “AI-generated concept image” or “digitally enhanced; actual view may vary” could give travelers useful context, although the survey did not test which disclosures would be most effective.

The broader lesson for hospitality marketers is that AI may be most valuable when it improves discovery, personalization and service without compromising the accuracy of the experience being presented. In travel, where the advertised product is ultimately a real place and a future experience, authenticity remains central to trust.