The rising use of genAI has been linked to consumers’ declining trust in media, according to a new poll.

The study which polled 2,000 UK consumers in April 2025 found over half (53%) believed their trust in the media (print, digital news, social media and broadcast) was a direct result of genAI tools, such as ChatGPT, Gemini and Claude.

Susi O’Neill, Founder of EVA said: “If the media want to work to combat this mistrust, then it is up to them to ensure transparency in their own use of AI tools, and work to change the existing narratives around AI.

“Organisations such as the New York Times have taken this approach, publicly disclosing exactly where AI is used, and crucially, not used. This approach will help naturally sceptical consumers of media to differentiate between the publishers using AI to supplement and support the work of journalists, and those using generative AI tools to replace journalists.”

The poll, conducted by Think Feel Do (TFD), found the declining trust was acutely felt by those over 65 (59%), whereas those aged 18-24 and 25-34 reported their trust in the media had increased either slightly or significantly (35%) after the mainstream adoption of generative AI.

Stephanie Forrest, CEO at TFD added: “While generative AI has driven benefits and efficiencies, it's also fuelled misinformation and disinformation, presenting an enormous risk to democracy and society as a whole.

“Given how rife misinformation has become, the role of journalists has become more critical but also more challenging. It is clear that the media must communicate carefully to build trust. This involves being transparent about how they use and ensuring accurate reporting as well as scrutinising claims made about AI technology.”