Rakuten Data: 45% of Shoppers Trust Creators More After AI Disclosure

Abbey Cerek, Content Marketing Manager at Rakuten Advertising, analyzes consumer data showing that AI transparency determines the success of creator partnerships. As the Q4 shopping season approaches, research highlights a tension between content scalability and consumer demand for human-led recommendations.

The study surveyed consumers across the US, UK, Australia, France, and Brazil. It reveals that while 83% of shoppers notice creators using AI, comfort levels vary based on how the technology functions.

The Production vs. Evaluation Gap

Affiliate managers must navigate a "judgment gap" where consumers accept AI as a tool but reject it as a critic. Rakuten data shows 54% of consumers accept AI-driven language translation, and 46% approve of its use in photo and video editing.

Sentiment shifts when AI evaluates products. Only 38% of respondents feel comfortable with a creator using AI to generate an entire product review. This skepticism challenges high-volume affiliate strategies that rely on rapid content production during peak periods.

Disclosure Strengthens Audience Relationships

Hiding AI use fails as a strategy, particularly with younger demographics. A significant 92% of Gen Z shoppers notice creators utilizing AI tools. More than half of these shoppers report seeing its use frequently.

Honest disclosure strengthens the creator relationship rather than alienating audiences. Rakuten’s data shows that 45% of shoppers increase their trust in a creator following AI disclosure. Only 26% say it would decrease their trust.

Disclosure rarely reveals a secret. It confirms what most audiences already suspect.

Market Specifics Drive Strategy

The impact of AI transparency varies across global markets. Brazil shows the highest receptivity. There, 63% of consumers are "very aware" of AI use and report trust gains following disclosure. Conversely, the Australian market remains skeptical. Respondents there are evenly split on whether disclosure helps or hurts credibility.

Millennials represent the most receptive demographic, with 52% stating that clear disclosure increases trust. Partner marketers should avoid "one-size-fits-all" approaches. Effective strategies require tailoring to specific platforms, audience ages, and geographic locations to stabilize performance during the holiday period.

Source: Rakuten Blog

On Affilitizer: Rakuten Advertising