New Study: 36% of Americans Have Punished a Brand for Using AI -- and the Wealthiest Customers Punish Hardest

A new SegmentOS study reports that consumers are increasingly penalizing brands for using artificial intelligence, a pattern it calls an “AI Tax.” In a survey of 1,017 U.S. adults, 36% said they took concrete action against a brand in the past six months because it felt “too AI-driven,” including unsubscribing, canceling, switching to a competitor, or leaving negative reviews. The backlash is strongest among higher-income customers and younger adults, with consumers earning $120,000 or more most likely to prefer human-made products and to abandon purchases rather than interact with an AI chatbot. The study also finds trust declines quickly once consumers believe copy is written by AI, and some respondents report “AI-washing.” It further says 47% of those who could estimate withheld some spending over the past year, including 9% who withheld at least $250. Released June 24, 2026, the survey’s results highlight competitive pressure around visible AI use.