# Study finds digital influence rising but consumers trust people over AI > Source: > Published: 2026-06-16 09:20:25.977187+00:00 # Study finds digital influence rising but consumers trust people over AI The Drinks Business reports research commissioned by drinks marketing specialist Chelsea Co. and conducted by Leadership Factor surveyed more than **1,000** adults who regularly enjoy alcoholic drinks. The study found generational divides on AI and digital communications: **75%** of consumers aged over **55** said they dislike the use of AI for any drinks marketing activity, while **60%** of **18 634**-year-olds said they instinctively prefer campaigns that feel human, the article says. The Drinks Business also reports that more than **80%** of respondents believe they can identify AI-generated content. The Drinks Business quotes Chelsea Anthon, founder and director of Chelsea Co., saying: "People still trust people." ### What happened The Drinks Business reports that research commissioned by **Chelsea Co.** and conducted by **Leadership Factor** surveyed more than **1,000** adults who regularly enjoy alcoholic drinks. The Drinks Business says the study found clear generational divides: **75%** of consumers aged over **55** dislike the use of AI technologies for any drinks marketing activity, while **60%** of **18-34**-year-olds instinctively prefer campaigns and brands that feel human. The Drinks Business also reports that more than **80%** of the public believe they can identify AI-generated content. ### What was reported from younger cohorts According to The Drinks Business, **75%** of **18-34**-year-olds are comfortable with AI for marketing provided brands are transparent about its use, compared with **7%** of consumers aged over **65**. The Drinks Business includes a direct quote from Chelsea Anthon, founder and director of Chelsea Co.: "The drinks industry is waking up to a simple truth: standing out online now matters just as much as standing out on shelf." The Drinks Business adds that retailers, friends and family remain influential in purchase decisions. ### Editorial analysis - technical context Industry-pattern observations show that social and experiential categories often preserve strong trust in human recommendations even as digital discovery grows. Companies in similarly experience-led markets tend to combine digital storytelling with on-premise activations and peer recommendation to maintain purchase conversion, rather than relying solely on automated content. ### Context and significance For practitioners, the survey highlights two operational implications: first, transparency around AI use matters for adoption among younger consumers; second, trust anchored in human networks remains a key conversion channel. These are generic patterns observed across consumer-goods marketing studies and do not assert internal strategy or intentions by Chelsea Co. ### What to watch Observers should track whether subsequent consumer studies replicate the **75%/7%** generational split and whether brands publicly adopt transparency labels for AI-generated creative. Also watch campaign case studies that explicitly link digital content to in-person tasting or retailer endorsement, as those examples will illustrate practical approaches to combining digital influence with human recommendation. ## Scoring Rationale This is a sector-specific consumer-survey result with limited technical novelty but useful implications for marketers and data teams. It matters to practitioners planning consumer-facing AI content, but it is not a core-model or infrastructure story. Practice interview problems based on real data 1,500+ SQL & Python problems across 15 industry datasets — the exact type of data you work with. [Try 250 free problems](/problems)