Summary: How people react to being told that AI helped create a piece of content varies with audience, context, the nature and degree of AI use.

In 2024, the EU adopted a landmark AI law , which requires companies to disclose AI-generated content in particular cases; the transparency obligations started in August 2026.

This change in disclosure policy surfaces a practical concern: telling users about AI use may alter how they judge the content’s trustworthiness , authenticity, or quality, and ultimately may affect brand relationships. Research shows that reactions to AI disclosures are not uniform : they depend on the audience and on the type of content that carries the disclosure, among other factors.

This article summarizes the research and presents 5 factors to weigh when you’re considering whether to disclose AI use for generating text content.

What Is AI Disclosure?

When AI Disclosure Has No Consistent Effect

The Role and Extent of AI Involvement Matters

Audience Attitudes Matter

PACED: A…