The Record
The documented record is unusually consistent on direction but highly inconsistent on magnitude, and the magnitude gap is a function of who is asking and how. Marketing-research and PR-adjacent instruments that ask a blunt yes/no ("should AI content be disclosed?") return the highest numbers — a HypeAuditor-cited survey put support at 94% and Meltwater/YouGov's seven-market study of nearly 10,000 consumers found 86% of Canadian and Australian respondents saying AI-generated content should be disclosed. Instruments that ask about a specific actor (influencers specifically, rather than "content" broadly) or frame disclosure as a "duty" or trade-off against quality return more moderate numbers: Typeform's creator-economy survey (1,300 respondents, most from North America and Europe, fielded through 2025) found 61% of consumers say influencers should disclose AI use, while its separate 2,256-respondent marketer/consumer survey fielded around February 2026 found 59% of consumers want brands to disclose AI-generated content specifically.
Sponsor-commissioned brand-favorability and social-listening trackers add a third data point cluster, generally landing in the low-to-mid 60s to low 90s: Cint's US survey found 63% of U.S. consumers say brands and creators have a duty to disclose AI use in advertising and marketing, while Sprout Social's Q1 2026 Pulse Survey found that unlabeled AI content was the top consumer-cited brand turnoff globally, and a separately cited Emplifi 2026 report put brand-disclosure expectation at 91%. None of these instruments ask the identical question of the identical population at two points in time, so none of them can be chained into a trend — the apparent "rise" in support across 2024-2026 headlines is a spread across different pollsters and different question wordings, not a documented movement.
Where the record is genuinely informative is on wording sensitivity and actor-specificity, which is itself a finding rather than noise. YouGov's UK-fielded survey (2,014 British adults, 19-20 February 2026) found disclosure support varies sharply by the TYPE of AI use disclosed: a majority favor disclosure for AI-written article summaries (71%) and for AI-generated ideas behind articles (60%), but the only case where a majority does NOT favor disclosure is AI-assisted proofreading, where only a plurality (49%) supports transparency. This is the clearest same-source demonstration in the record that "disclosure expectation" is not a single monolithic preference — it is conditional on how much of the creative work AI is understood to have performed.
On WHO should bear the disclosure burden, Sprout Social's Q2 2024 Pulse Survey is the most directly relevant same-source finding for the creator-economy question: consumers are closely split, with 33% saying the brand is responsible, 29% saying the platform/social network is responsible, and 17% saying brands, networks, and management platforms are jointly responsible. This split matters directly for the influencer/YouTuber/writer disclosure question, because it indicates the public has not resolved whether the disclosure duty sits with the individual creator, the platform that hosts them, or some shared arrangement — a genuinely unresolved policy question sitting underneath the near-universal "yes, disclose" topline.
Subgroup evidence is thinner than headlines suggest but not absent. IAB/Sonata Insights research (survey of over 500 Gen Z/Millennial consumers alongside 100 ad executives, fielded August-October 2024) found younger consumers are more accepting of AI-generated content overall than executives assume, with 73% saying that knowing an ad used AI would either increase or not change their purchase likelihood — a data point that complicates any simple narrative that younger audiences demand disclosure more punitively than older ones. Sprout Social's Q1 2026 Pulse Survey separately found that 50% of Gen Z respondents say they have already blocked, muted, or unfollowed a brand or creator whose content felt like undisclosed "AI slop," a behavioral data point distinct from the stated-preference disclosure questions above.
The Poll Ledger (8)
Every figure with its pollster, field dates, sample, and method named. A figure with no traceable pollster does not appear.
94% of consumers believe all AI content should be disclosedsingle source
Fielded by: Unnamed survey cited by HypeAuditor (original fielding pollster not identified in available source) · Not stated · Not stated · not stated
Sponsor: HypeAuditor is an influencer-marketing analytics vendor with a commercial interest in disclosure/compliance tooling
Evidence: Cited secondhand without original pollster, field dates, or sample disclosed
confidence: Low
86% of consumers (Canada) and 86% of consumers (Australia) say AI-generated content should be disclosedcorroborated
Fielded by: YouGov (in partnership with Meltwater) · Published April 2026 (specific field window not stated in available sources) · Nearly 10,000 consumers across seven global markets · not stated
Sponsor: Sponsored by Meltwater, a media/social intelligence vendor; report titled 'Trust in the Age of Generative AI'
Evidence: Reported consistently across Mumbrella, itnerd.blog, Let's Data Science, and Meltwater's own summary, all citing the same underlying YouGov/Meltwater study
confidence: Medium
61% of consumers believe influencers should disclose when they use AIsingle source
Fielded by: Typeform ('Get Real: The Data on Influencer Marketing') · Published May 28, 2025 · 1,300 total responses (52% consumers, 22% influencers, 26% marketers); largest groups from North America and Europe; recruitment skewed toward B2B/LinkedIn-connected respondents · online panel (Typeform-administered, non-probability, partly recruited via LinkedIn/community outreach)
Sponsor: Typeform is a survey/data-collection platform with a commercial interest in promoting its own research-as-marketing content
Evidence: Reported by Adweek and Typeform's own press materials with consistent 61% figure
confidence: Medium
59% of consumers want brands to disclose AI-generated contentsingle source
Fielded by: Typeform ('Get Real: Generative AI and the Marketer') · Published February 17, 2026 · 2,256 respondents total (1,191 marketers, 1,065 consumers), predominantly U.S.-based · online panel, separate survey paths for marketers vs. consumers
Sponsor: Typeform-commissioned research
Evidence: Cited in Typeform's own release and independently summarized by a marketing newsletter with matching 59% figure
confidence: Medium
63% of U.S. consumers believe brands and creators have a duty to disclose when AI is used in advertising and marketingcorroborated
Fielded by: Cint · Published/reported April 2026 (specific field window not stated) · Not stated (US and UK consumers surveyed) · not stated
Sponsor: Cint is a market-research/survey-panel company; research conducted in association with Advertising Week Europe
Evidence: Reported consistently across multiple Cint newsroom posts and cited by outside sources including a legal-industry analysis
confidence: Medium
Consumers split on who is responsible for AI disclosure: 33% brands, 29% social networks, 17% brands/networks/platforms jointlysingle source
Fielded by: Sprout Social (Q2 2024 Pulse Survey) · Q2 2024 · Not stated · not stated (described as a 'Pulse Survey,' Sprout's recurring consumer-attitude instrument)
Sponsor: Sprout Social is a social-media management platform vendor
Evidence: Reported in Sprout Social's own AI disclaimer guide, cited twice with identical figures
confidence: Medium
Disclosure support varies by AI-use type: 71% want disclosure for AI-written article summaries; 60% for AI-generated article ideas; only 49% (plurality) for AI-assisted proofreadingsingle source
Fielded by: YouGov Surveys: Self-serve · 19-20 February 2026 · 2,014 British adults · Online panel (YouGov Surveys: Self-serve), weighted by age, gender, education level, region, and social grade
Sponsor: Independent YouGov editorial research, no named commercial sponsor for this specific article
Evidence: Directly reported by YouGov with full methodology disclosed, including margin of error of 2%
confidence: High
73% of Gen Z/Millennial consumers say knowing an ad was AI-made would increase or not change their purchase likelihoodsingle source
Fielded by: IAB, in partnership with Sonata Insights · August-October 2024 · More than 500 US Gen Z/Millennial consumers and 100 US ad-industry executives · Online panel via Attest-powered Insights Engine
Sponsor: IAB is an ad-industry trade association; research uses the IAB Insights Engine platform powered by Attest
Evidence: Reported directly by IAB with field dates and sample size disclosed
confidence: Medium
Facts & Figures (14)
The claims behind this analysis, each with its verification status — including what is contested, unverified, or could not be established.
94% of consumers believe all AI content should be disclosed
Cited secondhand without original pollster, field dates, or sample disclosed
○ SINGLE SOURCEpollster: Unnamed survey cited by HypeAuditor (original fielding pollster not identified in available source) · sponsor: HypeAuditor is an influencer-marketing analytics vendor with a commercial interest in disclosure/compliance tooling · fielded Not stated · Not stated · Low confidence
86% of consumers (Canada) and 86% of consumers (Australia) say AI-generated content should be disclosed
Reported consistently across Mumbrella, itnerd.blog, Let's Data Science, and Meltwater's own summary, all citing the same underlying YouGov/Meltwater study
✓ CORROBORATEDpollster: YouGov (in partnership with Meltwater) · sponsor: Sponsored by Meltwater, a media/social intelligence vendor; report titled 'Trust in the Age of Generative AI' · fielded Published April 2026 (specific field window not stated in available sources) · Nearly 10,000 consumers across seven global markets · Medium confidence
61% of consumers believe influencers should disclose when they use AI
Reported by Adweek and Typeform's own press materials with consistent 61% figure
○ SINGLE SOURCEpollster: Typeform ('Get Real: The Data on Influencer Marketing') · sponsor: Typeform is a survey/data-collection platform with a commercial interest in promoting its own research-as-marketing content · fielded Published May 28, 2025 · 1,300 total responses (52% consumers, 22% influencers, 26% marketers); largest groups from North America and Europe; recruitment skewed toward B2B/LinkedIn-connected respondents · Medium confidence
59% of consumers want brands to disclose AI-generated content
Cited in Typeform's own release and independently summarized by a marketing newsletter with matching 59% figure
○ SINGLE SOURCEpollster: Typeform ('Get Real: Generative AI and the Marketer') · sponsor: Typeform-commissioned research · fielded Published February 17, 2026 · 2,256 respondents total (1,191 marketers, 1,065 consumers), predominantly U.S.-based · Medium confidence
63% of U.S. consumers believe brands and creators have a duty to disclose when AI is used in advertising and marketing
Reported consistently across multiple Cint newsroom posts and cited by outside sources including a legal-industry analysis
✓ CORROBORATEDpollster: Cint · sponsor: Cint is a market-research/survey-panel company; research conducted in association with Advertising Week Europe · fielded Published/reported April 2026 (specific field window not stated) · Not stated (US and UK consumers surveyed) · Medium confidence
Consumers split on who is responsible for AI disclosure: 33% brands, 29% social networks, 17% brands/networks/platforms jointly
Reported in Sprout Social's own AI disclaimer guide, cited twice with identical figures
○ SINGLE SOURCEpollster: Sprout Social (Q2 2024 Pulse Survey) · sponsor: Sprout Social is a social-media management platform vendor · fielded Q2 2024 · Not stated · Medium confidence
Disclosure support varies by AI-use type: 71% want disclosure for AI-written article summaries; 60% for AI-generated article ideas; only 49% (plurality) for AI-assisted proofreading
Directly reported by YouGov with full methodology disclosed, including margin of error of 2%
○ SINGLE SOURCEpollster: YouGov Surveys: Self-serve · fielded 19-20 February 2026 · 2,014 British adults · High confidence
73% of Gen Z/Millennial consumers say knowing an ad was AI-made would increase or not change their purchase likelihood
Reported directly by IAB with field dates and sample size disclosed
○ SINGLE SOURCEpollster: IAB, in partnership with Sonata Insights · sponsor: IAB is an ad-industry trade association; research uses the IAB Insights Engine platform powered by Attest · fielded August-October 2024 · More than 500 US Gen Z/Millennial consumers and 100 US ad-industry executives · Medium confidence
YouGov, in partnership with Meltwater, surveyed nearly 10,000 consumers across seven global markets for the 'Trust in the Age of Generative AI' report; 86% of surveyed Canadian and Australian respondents said AI-generated content should be disclosed.
This is the largest-sample, most methodologically transparent instrument in the record and anchors the high end of the disclosure-support spread.
✓ GROUNDED
Typeform's 'Get Real: The Data on Influencer Marketing' report, based on 1,300 responses (52% consumers, 22% influencers, 26% marketers, largest groups from North America and Europe), found 61% of consumers believe influencers specifically should disclose AI use.
This is the only major instrument that asks specifically about influencer disclosure rather than brand/content disclosure broadly, making it the most directly on-scope figure for the creator-economy question.
✓ GROUNDED
Sprout Social's Q2 2024 Pulse Survey found consumers split on who bears disclosure responsibility: 33% say brands, 29% say social networks, 17% say brands/networks/platforms jointly.
This shows near-universal agreement that disclosure should happen does not extend to agreement on who is responsible for it — a load-bearing ambiguity for any influencer/creator-specific disclosure norm.
✓ GROUNDED
YouGov Surveys polled 2,014 British adults online on 19-20 February 2026 (self-serve panel, weighted by age/gender/education/region/social grade, ~2% margin of error) and found disclosure support varies by AI-use type: 71% for AI-written article summaries, 60% for AI-generated article ideas, but only 49% (a plurality, not majority) for AI-assisted proofreading.
This is the clearest same-source, single-survey demonstration that disclosure expectations are conditional on the type/degree of AI involvement, not a flat preference.
✓ GROUNDED
Cint's US survey found 63% of U.S. consumers say brands and creators have a duty to disclose AI use in advertising and marketing, while also finding 44% of U.S. respondents say knowing an ad used AI does not significantly change their brand perception.
Shows the stated disclosure preference coexists with muted behavioral consequence for many respondents, cautioning against reading disclosure demand as a proxy for AI rejection.
✓ GROUNDED
IAB, in partnership with Sonata Insights, surveyed more than 500 US Gen Z/Millennial consumers and 100 US ad-industry executives between August and October 2024 and found 73% of the Gen Z/Millennial consumers said knowing an ad was AI-made would increase or not change their purchase likelihood.
This is the most directly attributable generational data point in the record and complicates any assumption that younger audiences are uniformly harsher toward AI-made content.
✓ GROUNDED
No poll in the available record asks the identical disclosure question of the identical population at two or more distinct time points specifically about creator/influencer/writer AI disclosure, so no verified trend line exists for this exact question — only cross-sectional snapshots from different instruments.
⚠ NOT ESTABLISHED
The oft-cited 94% "consumers believe all AI content should be disclosed" figure could not be traced to a named original pollster, field date, or sample size in the sources reviewed, and should be treated as unverifiable pending a primary source.
⚠ NOT ESTABLISHED
No poll in the record specifically isolates written/text content creators (bloggers, newsletter writers, journalists outside YouGov's UK press-specific study) as a disclosure-expectation subgroup distinct from video influencers or brand advertising generally — the record conflates "creator," "influencer," and "brand" disclosure expectations more often than it separates them.
⚠ NOT ESTABLISHED
Age-bracket, income, or political-affiliation breakdowns of disclosure-expectation percentages (beyond the Gen Z/Millennial vs. executive-assumption comparison) were not found in the available record for the creator-specific question.
⚠ NOT ESTABLISHED