While 72% of consumers use AI at least a few times a week, 74% say knowing the source behind an answer is highly important

NEW YORK, Oct. 14, 2026 /PRNewswire/ — In a new Raptive survey of 3,083 U.S. consumers, 74% said knowing the source behind an AI answer or recommendation was extremely or very important. Who that source was made a difference. Trust in an answer was 42% when no source was shown and 41.8% when the source was unfamiliar. It rose to 75.4% when the answer was tied to a creator or expert respondents already knew and trusted, and 77.2% when tied to a trusted publisher or media brand. As AI becomes a routine way to research products, plan trips and find answers, the findings suggest that showing a source matters most when people recognize and trust it.

“AI may be the interface consumers see, but it cannot be the source of trust on its own,” said John Roa, Chief AI Officer at Raptive. “The quality of an AI answer depends on the human intelligence behind it: original reporting, real expertise, and the hard-won relationship a trusted publisher or creator has built with an audience. Our research shows that consumers understand that instinctively. They want AI to help them find information, but they still look to trusted human sources to decide what to believe.”

The survey also found:

• 74% said knowing the source behind an AI answer or recommendation is extremely or very important.
• 59% said citations would make them more likely to trust an AI answer, while 41% said seeing multiple sources would increase trust.
• 72% use AI tools or AI-powered search at least a few times a week, including 41% who use them daily.
• When an AI answer conflicts with a publisher, creator or expert they already trust, only 19% said they would believe the AI answer. 33% would stick with the trusted source, and 37% would investigate further.
• Among people who double-check AI answers, 76% turn to Google or another search engine. Daily AI users were nearly twice as likely as nondaily users to consult a creator, expert or influencer they follow when checking an answer (29% versus 16%).
• Source preferences depend on the topic: Consumers favored trusted media brands for news, while preferences for publishers and experts were more evenly split on health questions. For recipes and food advice, 35% of daily AI users preferred a trusted creator or expert, compared with 23% of nondaily users.

“For advertisers, this is a context story as much as a technology story,” said Marla Newman, EVP, Sales at Raptive. “As AI changes how people encounter information, the credibility of the publishers, experts, and creators behind an answer still shapes what consumers are willing to believe. Visible sourcing helps preserve the value of that trusted context for audiences and brands alike.”

Read the full report: Does the Source Still Matter?

Methodology
Raptive surveyed 3,083 U.S. consumers in September 2026 about AI use, source attribution and trust in AI-generated answers and recommendations. Results reflect responses to survey questions and source scenarios, not observed behavior.

About Raptive

Raptive is the technology and media company built on premium media, trusted creators and publishers, and real human behavior. We partner with thousands of creators and premium media companies to grow stronger businesses, help advertisers turn premium attention into measurable performance, build intelligence products grounded in real behavior, and create communities where meaningful connection can thrive. A top 10 global digital media company, Raptive reaches more than 224 million monthly users and has paid out more than $4 billion to creators and publishers.

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SOURCE Raptive