New research from Azaria found parents largely distrust AI ads and content – and and are quietly pushing back against allowing their kids to interact with the technology
New research from Azaria’s Family Report 2026 shows that families are struggling to reconcile issues of trust, transparency, and human connection with the convenience and perceived value of AI.
The study found that AI adoption is high in family homes, and many find the technology to be a useful addition to their lives: six in 10 (59.4%) say AI makes everyday life easier, and 58% say it saves time and helps reduce the mental load.
“But there are widespread misgivings surrounding trust and authenticity, particularly when AI is used in consumer-facing marketing campaigns”
The vast majority of families questioned for the report (87.4 per cent) own a smart speaker or digital assistant, and many also use AI-powered tools to support shopping and decision-making. Beyond convenience, 42 per cent of parents say AI helps them save money, and over a third (36.4 per cent) believe it supports their children’s learning, reinforcing AI’s growing role as a behind-the-scenes family assistant, rather than a novelty. One parent said they hoped the technology would help them save money and time in order to “spend more quality time together”.
But there are widespread misgivings surrounding trust and authenticity, particularly when AI is used in consumer-facing marketing campaigns. Two thirds (65.7%) said seeing an advert, image or influencer post they suspected was AI-generated made them trust the brand less. They said they consider that type of content more off-putting than pop-ups and intrusive social media ads. Only one in 20 said they find AI-generated content useful.
Further concerns were raised by parents around children interacting with AI. Four in 10 parents feel 16 or older is the appropriate age for children to begin using AI, showing that there is a cautious approach to exposure. Half said they are concerned about raising children in a world shaped by AI.
One parent said: “I am concerned about how children will be able to fact check about what is ‘real’ and what is AI” with regards to images and social media.
Amber Steventon, Managing Director at Azaria, said: “Parents are embracing AI for its convenience, using smart speakers, chatbots, virtual assistants, and even AI-generated content in their daily lives, but many are overwhelmed by the pace of change. Our research shows that trust is now the defining factor. Brands need to combine innovation with real human connection, transparent communication, and clear data practices. They should also be mindful of which tools parents find genuinely helpful, and how families approach AI exposure for children. Those that rely solely on AI risk losing credibility and alienating their audience.”
