Low-quality, mass-produced automated content, called AI slop, is one of the greatest threats to brand trust, according to a new report from B2C CRM Klaviyo.
With over half (51%) of consumers in APAC frequently identifying low-quality AI-driven content on social media and replies, only 5% of shoppers in the region report fully trusting AI-generated brand content.
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. For younger audiences and daily users, generic AI content isn’t just ineffective — it actively damages brand equity.”
AI and shopping
Despite growing scepticism towards AI-generated content, AI usage remains high, with 78% of shoppers in APAC having already used AI to compare brands or get product recommendations, particularly in the electronics sector (66%).
Moreover, men 35% more likely than women to have purchased a product recommended by an AI tool.
“What our data shows is that brands must move beyond using AI for mere efficiency and toward using it for emotion. 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,” Rosatto said.
