Live Brand Events Boost Consumer Trust Over AI Content
In-person marketing experiences help you combat consumer skepticism regarding AI-generated brand claims.
Updated on Oct. 8, 2026 in Marketing
Live Poll
Do you find that you trust companies more after attending their live in-person events?
New research from The Freeman Company shows that consumers who attend live brand events trust companies at a rate of 56%, compared to 11% for those who do not. The data suggests that face-to-face interaction serves as a critical counterweight to rising skepticism toward AI-driven online content.
Why it matters
As 67% of consumers report that AI-generated content makes trusting brand claims more difficult, in-person experiences provide a necessary layer of authenticity. For operators, this means human-centered marketing may now offer a higher return on investment for building long-term customer loyalty.
The Freeman Company surveyed 2,004 U.S. consumers, 506 marketing decision-makers, and 412 B2B buyers across three separate phases. Among these groups, 77% of attendees reported a positive shift in brand belief following a live event.
The players
The Freeman Company
A global leader in live event strategy, production, and exhibition services for corporate clients.
The details
The research highlights a 'Belief Gap' where 66% of consumers doubt the validity of online content without prior physical experience. Businesses are shifting budget toward live interactions to humanize their brand identity and verify claims that digital-only marketing increasingly fails to convey to skeptical prospects.
Timeline
March 2026: Marketing decision-makers were surveyed.
June 2026: B2B decision-makers were surveyed.
July 2026: U.S. consumers were surveyed.
October 8, 2026: The Freeman Company published the Belief Gap research report.
Market Landscape
This research follows a pattern established by the rise of deepfake and AI-generated misinformation in digital marketing. The findings quantify the shift toward physical validation as a competitive necessity in an era where digital authenticity is increasingly questioned.
Operators should re-evaluate their marketing mix to prioritize live engagement for high-value prospects who are increasingly skeptical of digital-only claims. Consider tracking the conversion differential between leads acquired through online-only channels versus those who have attended a company event.
The takeaway
When brand authenticity is questioned, in-person interaction remains the most effective tool to secure customer trust. Monitor the engagement data from your next event to see if in-person attendees show a measurable improvement in lead-to-close timelines compared to non-attendees.
Further reading
For broader trends in building customer loyalty, explore our latest Marketing analysis.
Source note: This article includes information reported by EXHIBITOR Online.
Live Poll
Do you find that you trust companies more after attending their live in-person events?
