Curated Credibility: How the AI Paradox Reveals the Preference for Human Expertise

23/08/2026
7 min
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Advertising is about more than just reach. Trust is also one of the most important KPIs for advertisers, as research shows that building brand trust ultimately increases business impact. But where can a brand still find a reliable context? And why does AI consumption show two faces?

To answer these questions, DPG Media Advertising conducted a study among 1,000 Belgians (aged 18-65) regarding their news and media consumption. The conclusion is clear: professional, human-curated media enjoy the highest level of trust. At the same time, we are witnessing a striking AI paradox. While Belgians are increasingly using AI, they still prefer human expertise for their news and content. What does this preference for 'trusted quality' mean for your media campaign? We have outlined the most important and actionable insights for you.

The Trust Hierarchy: Professional Media at the Top Building a strong brand starts with the foundation of the platform you advertise on. The data reveals a clear trust hierarchy in which professional, human-driven media absolutely take the crown, boasting a much higher level of trust than User Generated Content (UGC) platforms. Trust in AI content performs slightly better than UGC, positioning itself somewhere between the two, but still trailing far behind professional media.

The power of curated media becomes particularly evident when we look at consumer preferences:

  • A staggering 81% of consumers prefer human-made content over AI-generated content.

  • Furthermore, 73% prefer professionally produced media over UGC.

  • During crisis situations, 69% of the audience explicitly falls back on professional news media.

  • An overwhelming 81% actively demands neutral news provision, something only professional platforms can successfully deliver due to their high quality standards.

For marketers, the message is clear: reach on social media is valuable, but if you are aiming for trusted reach, a curated media environment is your safe haven.

Disinformation and the AI Paradox

While professional media stand for perceived quality and verified information, the association with UGC platforms is vastly different. Consumers strongly link them to the presence of fake news. We see the same trend for AI content here: better associations than UGC, but nowhere near the level of professional media.

Particularly striking is the contradictory attitude consumers have towards Artificial Intelligence:

  • On the one hand, there is a strong increase in the daily use of AI assistants, alongside decreasing concerns about their reliability and future impact.

  • On the other hand, AI in media consumption is a no-go.

  • Furthermore: consumers intend to use platforms with less AI content more frequently in the future.

The Halo Effect: Your Brand Benefits from Media Trust

All these figures about media consumption are interesting, but what does this mean in concrete terms for your advertising campaigns? The answer is as short as it is simple: everything. The trust in the environment has a direct impact on the credibility of your brand's message. A 'Curated Trust Transfer', so to speak, or as it's better known among marketers: the Halo Effect.

  • An Implicit Association Test (IAT) by DPG Media Netherlands shows that the subconscious trust score in advertisements is 2.8 times higher on professional news media compared to TikTok. Ads were also processed more deeply and effectively on the news site Nu.nl.

  • Research from the UK by Tapestry Research confirms these findings, showing that brands on professional media, such as TV, newspapers, and radio, are trusted more than on platforms with a high volume of UGC.

Your ad is only as strong as the context it appears in. By choosing high-quality, curated content environments, you are not just buying reach; you are also buying a measurable 'trust multiplier' for your campaign.

Mind the Gap: Generational and Regional Differences

Nevertheless, it is important to bring nuance to your media strategy. While the preference for professional media is present across the board, it is not equally strong in every target audience.

  • Among younger generations, the difference in trust compared to social media and AI is smaller. They show a growing openness to and a higher degree of trust in User Generated and AI-driven content. However, it still does not reach the same level as professional media.

  • We see the same pattern in the southern part of the country: French-speaking Belgians exhibit similar media behavior to the younger age groups, where the 'trust gap' between platforms is narrowing.

Invest in Trust In times of increasing polarization, professional media must act as bridge-building 'Trust Brokers'. Our research proves that, due to their focus on curation and human expertise, they remain the most trusted media platforms.

For brands as well, credibility is one of the most important currencies right now. Therefore, the choice of advertising environment is one where you, as an advertiser, can truly make a difference. Do you want your campaign to genuinely resonate and generate maximum business impact? Then invest in trust.

As your partner, DPG Media Advertising is happy to help you think about the perfect, reliable context for your next campaign.