Research Reveals Public Trusts AI More than Social Media Influencers or Government

​Public trust in mainstream media and AI is greater than trust in social media influencers and government according to new research. Nearly half (44%) of those polled say they trust AI, compared to the least trusted group which is social media influencers at just 24%. ​

Traditional news outlets such as print, digital and television are trusted by 55% of adults, while only 38% trust the government. Scientists and experts remain the most trusted on 80%.

The research reveals 27% of respondents now rely primarily on AI summaries so will never click on sources or citations to read the original story. Despite this people still care about the sources as 82% care about where AI tools get their information. Nine in 10 (89%) expect the media to be transparent about its use of AI and 74% are concerned about the use of AI by the media.

The poll of 5,020 UK adults was conducted by research firm OnePoll for a new whitepaper from creative content agency 72Point and AI transformation consultancy, Purposeful Relations. The Traditional Media’s Influence in the Age of AI white paper analyses public attitudes towards AI, news, media and trust to combine it with expert analysis research into the impact of AI answers and Generative Engine Optimisation (GEO).

Chris Pharo, CEO of 72Point said, “Generative AI has fundamentally changed how people find and interpret information. Journalism needs to show machines what truth looks like. PR professionals must ensure that brands behave in ways that deserve to be part of the earned media and AI dataset. Credibility and visibility have become one and the same.

“Even though trust in AI answers is almost twice that of social media influencers brands will continue to pour millions into influencers while failing to make investments into their AI reputations and improving their earned media coverage.”

The Traditional Media’s Influence in the Age of AI white paper outlines 12 imperatives for 2026, providing practical guidance for communications leaders on navigating this new landscape – from treating AI systems as stakeholders in reputation to supporting journalism as the foundation of trust. 

Stuart Bruce, joint CEO of Purposeful Relations said, “We’ve all seen the hype about AI answers and the claims about a new dawn for the PR industry because of a new need for earned media coverage. We identified AI as an important stakeholder early in 2024, and the never-ending stream of research reports since then all confirm our prediction that GEO will be critically important for brands and reputations and therefore a great opportunity for the public relations industry.

“However, the reports are riddled with contradictions and flawed methodology. The reliable data needed to make the claims in some reports isn’t available.

“For our white paper we did extensive in-depth analysis of the best research reports and broader conversations and research around the topic.”

The white paper contains 12 actionable insights that communications leaders can use to modernise and improve their communications strategies and plans for 2026. You can download the full report here.

The white paper is launching at a breakfast briefing in Shoreditch where an expert panel discussed AI discovery and storytelling, trust and credibility, GEO vs SEO, misinformation and the future of the media and journalism. The expert panels were: Antony Cousins, VP product, Meltwater; Karyn Fleeting, delivery director and AI, Reach plc; Darryl Sparey, co-founder and managing director, Hard Numbers; and Stuart Bruce, co-founder and joint CEO, Purposeful Relations. Full details here: Hold the Front Page Sign Up - 72Point.