Key stat: 28% of social media users worldwide say their top brand turn-off is posting unlabeled AI-generated content, the No. 1 grievance in Sprout Social's Q1 2026 Pulse Survey, beating engagement bait by 5 points.

Beyond the chart:

• Consumer demand for disclosure runs deeper than the chart suggests. Some 91% of consumers expect brands to disclose AI use in marketing, and only 35% of US consumers trust AI-generated content at all, according to Emplifi's 2026 Digital Authenticity in the Age of AI report.
• Meanwhile, the cost of getting it wrong is platform abandonment. Some 49% of US adults say they would use social platforms less, or stop using them altogether, if AI content in their feeds grew, per Story Radius.

Use this chart: Drop this in your social media governance review to show why AI labeling deserves a seat at the brand-safety table. Use it to benchmark consumer expectations when scoping generative content workflows, or show this to executives debating whether AI disclosure should be optional or operational policy.

Related EMARKETER reports:

• Social Trends to Watch in 2026 (EMARKETER subscription required)
• Ad Agency Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the March 2026 Sprout Social report "Q1 2026 Pulse Survey." 2,000+ social media users from the US, UK, and Australia were surveyed during Q1 2026.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.