Trust Gap Emerges in AI Mentions

As businesses increasingly focus on gaining visibility in AI-generated search results, new research suggests that simply being mentioned by artificial intelligence platforms may not be enough to build credibility with audiences.

A recent study from communications agency Burson highlights what it describes as a growing gap between visibility and trust. According to the findings, brands can feature prominently in AI-generated responses yet still fail to appear convincing or trustworthy to the people reading them.

The report, titled The Credibility Paradox, argues that companies should pay closer attention not only to whether AI platforms mention their brand, but also to how those mentions are presented and interpreted.

Visibility Alone May Not Be Enough

As AI-powered search and answer engines become more widely used, many organisations are investing heavily in strategies designed to improve their presence within AI-generated responses.

However, Burson’s analysis suggests that appearing in these responses represents only part of the challenge.

The study indicates that the language, context and supporting evidence included in AI-generated answers can significantly influence whether audiences find the information believable.

In other words, a brand may gain exposure through AI platforms, but if the response lacks credibility or persuasive detail, that visibility may provide limited value.

Evidence-Based Responses Perform Better

One of the key findings from the research was that answers supported by observable facts and concrete examples tended to score more highly for credibility.

Responses that focused on measurable outcomes, products, services or workplace experiences were generally viewed as more convincing than those centred on broader corporate messaging, leadership claims or governance statements.

The findings suggest that audiences are more likely to trust information that appears specific and verifiable rather than promotional or abstract.

For brands, this could mean that demonstrating tangible achievements and real-world results may be more effective than relying on broad statements about company values or strategic ambitions.

Business Audiences Show Greater Trust

The analysis also found notable differences between audience groups.

According to the model used in the study, business professionals were generally more likely to view AI-generated responses as credible compared with the wider public.

Researchers estimated that credibility scores among business audiences were approximately 10% higher than those among general consumers.

The areas that generated the greatest interest also differed between groups. Business-focused audiences were particularly interested in innovation, industry leadership and commercial performance, while consumers were more focused on company culture, employee experiences and product quality.

These differences suggest that the effectiveness of AI-generated content may vary significantly depending on who is reading it.

How the Study Was Conducted

To produce the report, researchers analysed responses from seven major AI platforms.

The systems were asked questions relating to 85 different companies, generating a large dataset of AI-created answers. These responses were then evaluated using Burson’s proprietary model, known as Decipher, which was designed to estimate how believable each answer might appear to readers.

The process generated more than 55,000 credibility scores across the various platforms and companies included in the study.

It is important to note, however, that these scores were generated by a predictive model rather than real-world audience feedback.

The research did not involve surveys or interviews with consumers, nor did it measure actual user reactions to the responses.

As a result, the findings should be viewed as projections rather than definitive evidence of how people respond to AI-generated information.

A New Challenge for Brand Strategy

The report arrives at a time when businesses are paying increasing attention to Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), both of which focus on improving visibility within AI-powered search experiences.

Traditionally, success has often been measured by whether a brand appears in search results or AI-generated answers.

However, the findings suggest that future strategies may need to go further.

Rather than simply tracking mentions, companies may need to examine the quality, accuracy and persuasiveness of the information AI systems provide about them.

If an AI platform mentions a business but presents the information in a way that lacks credibility, the impact on brand perception could be limited.

Why Credibility Could Become a Key Metric

As AI-generated answers become a more common source of information for consumers and businesses alike, credibility may emerge as an important performance indicator.

People increasingly rely on AI systems to answer questions, compare products and evaluate companies. This means that the trustworthiness of those answers could influence purchasing decisions, brand reputation and customer confidence.

For marketers, this creates a new challenge. It is no longer enough to focus solely on visibility. Ensuring that AI-generated responses accurately reflect a brand and provide convincing information may become just as important.

Limitations of the Findings

While the study raises interesting questions, it also has limitations.

Because the credibility scores were generated by an AI model rather than human participants, the findings cannot fully predict how real audiences will react.

The report also does not provide complete details about the prompts used, the companies involved or the methodology behind the scoring system.

Without direct consumer testing, it remains difficult to determine how closely the model’s predictions align with actual behaviour.

Nevertheless, the research offers an early glimpse into an area that is likely to become increasingly important as AI-powered search continues to evolve.

Looking Ahead

The growing influence of AI-generated content is changing how people discover information about businesses and brands.

As organisations adapt to this shift, the focus may gradually move beyond simply earning mentions in AI responses towards understanding how those mentions are perceived.

The findings from Burson’s analysis suggest that trust, credibility and supporting evidence could play a crucial role in determining the effectiveness of AI visibility strategies.

For brands investing in AI search optimisation, the message is clear: being mentioned by AI may create awareness, but building trust requires much more than visibility alone.