Bospar survey finds Americans confused about AI & brands

Bospar’s survey finds many Americans are unsure how AI systems generate answers and judge brands, highlighting a broad knowledge gap. Polling 1,021 U.S. adults, the study examined hallucinations, information sources used by AI models, and how media coverage affects brand visibility. Only 23% correctly identified that confident, incorrect AI outputs are hallucinations; 26% blamed bad data sources and 30% cited issues such as coding errors or filtering rules. On branding, just 29% understood that consistent coverage in high-authority media drives visibility in AI responses. The same share said AI’s long-term impact on PR is changing how brands build credibility online. Notably, 72% did not know AI systems rely on earned media and third-party journalism.