Why 78% of consumers value authentic videos more than artificially generated content Humanity has never been in better shape. Brief Summary Even as AI video tools become more accessible, 78% of consumers trust videos with real people more than content without visible humans. AI-generated videos have been seen by 82% of viewers, and 36% say it lowers their trust in the brand. Human presence matters across all age groups, including younger consumers who are generally more comfortable with AI technology
Marketers are using tools for editing and scripting while keeping real faces on camera because they want AI to help rather than replace human creativity. The winning strategy: Let AI handle production tasks like transcription and initial edits, but keep humans visible in the final video to maintain authenticity and trust
The length, lighting, and placement of calls-to-action in video marketing campaigns have all been tried and tested by brands over the course of years. Now, a timely survey suggests that simply appearing on camera might be the most effective tool for gaining trust. According to research conducted by the video-creation platform Animoto, nearly 78% of consumers say that they trust videos that feature real people. That preference holds even as AI-generated video tools flood the market and brands race to produce more content faster.
The finding comes from Animoto’s State of Video 2026 report, based on a survey of 460 Americans split between everyday consumers and marketing professionals. At a time when artificial intelligence can generate entire videos from text prompts, the data points to an old-fashioned truth: people still want to see other people.
One of the survey participants, Farrukh Kamran, explained the appeal by saying, "I use video because it's the most powerful way to tell a story, share emotions, and connect with people." The Trust Gap Between Human and AI Content
The preference for human faces isn’t just about aesthetics. More than 82% of consumers report watching videos they believe were AI-generated, and among that group, 36% say it lowers their trust in the brand behind it.
Marketers face a numbers issue as a result. Even though AI tools can speed up the production of videos, the content that comes out of them may stoke doubts that defeat the whole point of making the video in the first place. Separate research cited in the report found that 88% of consumers consider brand trust as important as price and quality when making purchases. Three-quarters of U.S. adults think it’s extremely or very important to know whether images, videos, or text were created by AI or people.
This trust penalty appears regardless of whether audiences correctly identify AI content. The survey showed that consumers believe they can spot AI-generated videos based on “an entire set of signals” and contextual mismatches, according to respondent Olga Mirkovic. Whether they’re right doesn’t matter. Perception alone affects how they view the brand.
Woman shopping for yogurt at grocery store and reading food label
Nearly nine out of ten consumers value brand trust over price and quality when shopping. (Taken from Drazen Zigic's Shutterstock image) Why Human Presence Works
Video combines visual and audio elements, captures facial expressions and body language, and creates a sense that someone is talking directly to the viewer rather than broadcasting at them. It would appear that personal connection is more important than production polish. Researchers surveyed only participants already familiar with AI tools like ChatGPT or video generators, so these weren’t people unfamiliar with the technology. Preference for human interaction remained strong even among users who comprehend how AI functions. Animoto also gathered responses from more than 100 of its own users to add context beyond the numbers. These responses showed that, even if they are unable to describe exactly what makes a video feel off, audiences can often tell when a video lacks human interaction. Aaliyah Miller, another respondent, described the tell: “You want your content to feel authentic. Some videos made by AI have a look and feel that tells you they are made by AI. Videos should be interesting and new. AI needs to be able to deliver on that for users and viewers.”
How Marketers Are Responding
On a positive note for brands, surveyed marketing professionals aren’t trying to remove humans from their videos. Marketers still want control over which footage to use, how to present their brand voice, and when to appear on camera, despite pressure to produce more content in a shorter amount of time. Roya Safarian, a survey respondent, explained the balance: “AI can enhance storytelling as long as the brand still keeps a human touch. The key is balance: technology should support the message, not replace the genuine voice behind it.”
This suggests an emerging approach where AI handles grunt work (transcription, initial edits, draft scripts) while humans stay visible in the final product. Production is sped up by the technology without the trust penalties that come from videos that feel fake. Beth Forester, CEO of Animoto, summarized the findings: “The data’s clear: consumers are curious about AI, but confident in humans. Generative AI can speed up and scale up your video creation, but it’s no replacement for authenticity.”
The Practical Takeaway
For brands trying to keep up with content demands in 2026, the research offers a straightforward strategy: use your face.
Videos featuring company founders, employees, customers, or anyone else who can speak authentically about the brand perform better than content that hides the humans behind it. This remains true even if AI helped script the video, edit the footage, or generate the initial concept.
Video's strength lies in its capacity to emote and foster connection in ways that text or static images cannot. The fundamental reason people respond to video hasn't changed, even as AI alters the process by which videos are produced. AI aiding in content creation is not opposed by audiences. They’re opposed to content that feels like it was made without any human involved at all. Show your face, use your own footage, and maintain your distinctive voice. Brands following that formula can still benefit from AI’s efficiency gains without sacrificing the credibility that comes from actual human presence.
In conclusion, the poll suggests that, in a world where anyone can make a video with just a few text prompts, brands who are willing to stand in front of the camera have the real advantage. Survey Techniques Animoto conducted a mixed-methods study in September 2025 examining how video and AI are changing content creation and audience trust. The research combined quantitative and qualitative approaches to capture both marketer intentions and consumer perceptions.
The quantitative portion surveyed 460 qualified U.S. participants divided into two groups. The consumer segment included adults ages 22-64 who had watched at least one brand video in the past month. The marketer segment included adults ages 22-64 employed at companies with 10 to 1,000 employees who personally create or oversee video production at least once per month. Including text-to-speech systems, image or video generators, and AI tools like ChatGPT, all respondents confirmed their familiarity with them. Individuals who lacked prior experience with AI or video were eliminated by the researchers. A qualitative follow-up survey gathered open-ended responses from more than 100 Animoto users. These responses provided context as well as the report's numerous direct quotes. The study design compared creator intent with audience perception, examining both sides of the video landscape rather than focusing solely on either content creators or consumers. This approach revealed where marketer assumptions align with audience expectations and where gaps exist.