Survey: Ads May Reduce Trust in AI Search

A recent Ipsos survey has highlighted growing consumer concerns about the presence of advertisements in AI-powered search results. As AI search tools such as ChatGPT and Google AI Mode continue to expand, many users are signalling that ads could undermine their confidence in the information these platforms provide.

The Ipsos survey, conducted in February 2026 with 1,085 U.S. adults, found that nearly two-thirds—63%—believe that ads in AI search results would reduce their trust. Of these respondents, 27% strongly agreed, while 36% somewhat agreed. Only 24% felt that ads would not affect their trust in AI search results, demonstrating a clear majority who are cautious about monetised AI content.

Participants were also asked whether ads could make the purchasing process easier. Surprisingly, more respondents disagreed than agreed: 52% said ads would not simplify buying decisions, compared with 36% who thought they might help. This suggests that while ads may generate revenue for companies, they do not necessarily improve the user experience or decision-making process.

These survey questions were framed around plans to introduce ads into ChatGPT. Ipsos also observed that adoption of AI search tools has remained relatively stable since September 2025, with just over half of U.S. adults having tried an AI search tool. This stability provides a baseline for understanding user sentiment before ads become more widespread in AI platforms.

The timing of this data is notable, coinciding with OpenAI’s expansion of its ad pilot in ChatGPT. Ads are currently being tested for both free and Go-tier users, with broader self-serve advertiser access expected in the near future. Google, on the other hand, has been experimenting with ads in AI Mode since its Q4 2025 earnings report and introduced ads in AI Overviews as far back as October 2024.

Initial feedback from the ChatGPT ad pilot offers mixed signals. Some advertisers reported click-through rates of around 0.91%, significantly lower than Google Search’s average of 6.4%. However, these figures are preliminary and come from early-stage testing rather than controlled experiments, so it is unclear how user behaviour will evolve as AI platforms scale their advertising.

The survey underscores a critical tension between monetisation and user trust. While ads provide a new revenue stream for AI platforms, they also carry the risk of eroding confidence in the reliability of AI search results. Users may view ad-laden responses as biased or commercially motivated, reducing their willingness to rely on AI for accurate information.

Both Google and OpenAI are moving to expand ad placements within their AI products. Google has noted that AI Mode queries run roughly three times longer than traditional searches, which could create more opportunities for ads. OpenAI, meanwhile, is transitioning from an invite-only ad pilot to broader advertiser access, signalling a significant expansion of paid content in AI experiences.

For advertisers, the important question is no longer whether ads will appear in AI search—they already do—but how users will respond as ads become more common. The Ipsos survey suggests that perceived trustworthiness is a critical factor that could influence engagement and adoption of AI tools.

This growing concern over user trust highlights a key challenge for AI platforms: balancing monetisation with credibility. Excessive advertising could damage user confidence, while too few ads may limit revenue potential. Striking the right balance will be essential to maintaining both usability and financial sustainability.

Ultimately, the Ipsos survey shows that while AI search continues to evolve, consumer sentiment cannot be ignored. Platforms that prioritise transparency, relevance, and user experience alongside advertising are more likely to retain trust and encourage long-term engagement.

As AI search becomes increasingly integrated into everyday online activity, the way ads are incorporated could play a major role in shaping public perception. Both users and advertisers will be closely watching how these platforms navigate this delicate balance.