Low-quality automated content is becoming a growing risk to brand trust in Asia-Pacific, according to a report from B2C CRM company Klaviyo.

Key Takeaways:

• 51% of consumers in APAC frequently spot low-quality AI-generated content on social media and in replies.
• Only 5% of shoppers in the region fully trust AI-generated brand content, compared with 12% in the US and 16% in Europe.
• AI usage is rising in APAC, with 30% of people using it several times a week.
• 78% of shoppers in the region have used AI to compare brands or get product recommendations.
• 63% of shoppers said they had previously mistaken human-written content for AI.

The report found that 51% of consumers in APAC frequently encounter what it describes as low-quality AI-generated content in social media feeds and brand replies. That exposure appears to be shaping attitudes towards how brands use AI, with shoppers in the region showing lower trust in AI-written content than their counterparts in the US and Europe.

Only 5% of APAC shoppers said they fully trust AI-generated brand content. That compares with 12% in the US and 16% in Europe.

The findings come as AI adoption continues to rise across the region. Klaviyo said 30% of people in APAC now use AI several times a week, ahead of the US at 26% and Europe at 27%. The company said this has created a more sceptical audience, rather than a more accepting one.

The report also points to confusion over what is and is not AI-written. Nearly two-thirds, or 63%, of shoppers in APAC said they had previously mistaken human-written content for AI. That suggests consumers are not only wary of automated content, but may also be questioning the authenticity of brand messaging more broadly.

Even so, AI is already playing a major role in shopping decisions. Klaviyo said 78% of shoppers in APAC have used AI to compare brands or get product recommendations. Usage is particularly high in electronics, where 66% have turned to AI tools. Men were also 35% more likely than women to have bought a product recommended by an AI tool, according to the report.

Marcus Rossato, head of marketing APJ at Klaviyo, said: “The honeymoon phase with AI is officially over for shoppers across Asia Pacific. Although consumers in the region lead the world in AI adoption, they have one of the highest bars for authenticity.”

He added: “The opportunity for brands in 2026 is not to scale content faster, but to scale usefulness. In a world of automated noise, the brands that maintain a human connection will be the ones that survive the slop era.”

The report lands as governments and businesses across the region push harder on AI adoption. In Singapore, Budget 2026 set aside more than S$1 billion for AI infrastructure, talent and adoption through 2030, alongside a new National AI Council. That broader push could increase pressure on brands to use AI more aggressively, while also raising the stakes around trust, authenticity and oversight.

Why It Matters

Brands are under pressure to move faster with AI, but consumers are becoming less forgiving of generic or careless automation. For marketers, the message is clear: using AI may improve speed and scale, but poor execution can damage credibility.