\nAnalysts Explore How CMOs Can Adapt Media Strategy for Fragmented Attention and AI-Driven Content Skepticism during Gartner Marketing Symposium\/Xpo in Denver<\/i><\/b><\/p>
DENVER--(BUSINESS WIRE)--Forty-nine percent of U.S. consumers agree that GenAI has made the quality of content available worse, according to a survey by Gartner, Inc., a business and technology insights company. Among younger consumers, including Gen Z and millennials, 57% agree that GenAI has made content quality worse.<\/p>
\nA Gartner survey of 307 U.S. consumers conducted in March 2026 found that AI is contributing to a more skeptical media environment, raising the stakes for brands to create recognizable, credible and high-quality content.<\/p>
\nThe findings were presented today during Gartner Marketing Symposium\/Xpo<\/a>, taking place here this week.<\/p> \n\u201cAI-generated content is increasing the volume of media that consumers encounter, but not necessarily the value,\u201d said Kate Muhl<\/a>, VP Analyst in the Gartner Marketing practice<\/a>. \u201cIn a more skeptical media environment, brands need to be more recognizable, more credible and more intentional about the contexts in which they appear.\u201d<\/p> \nConsumer Attention Is Fragmented Across Media Environments<\/b><\/p> \nThe survey also found that 59% of U.S. consumers prefer to do several media or technology activities at the same time, such as watching TV, using the internet or texting on a phone, rather than focusing on one activity at a time.<\/p> \n\u201cConsumer screen time may be abundant, but consumer attention is not,\u201d said Muhl. \u201cFor marketers, the goal is no longer simply to buy reach or chase impressions. Media strategy must compete for scarce attention and create brand meaning quickly enough to survive fragmented, fast-moving environments.\u201d<\/p> \nAI Is Changing How Consumers Build Searches<\/b><\/p> \nA Gartner survey of 328 U.S. consumers conducted in February 2026 found that AI is beginning to change how consumers build searches for products and services. Twenty percent of U.S. consumers say their search inputs are more specific because of AI, 19% phrase search inputs as questions more frequently, 17% rely on AI summaries to get information for products or services they are looking for, and 16% use AI chatbots to search for new products or services to buy.<\/p> \n\u201cAI is changing the way consumers connect with content and where consumer attention lives,\u201d said Muhl. \u201cCMOs should not treat AI as a replacement for media fundamentals. The brands that win will be those that understand where attention is gathering, how trust is being formed and what kinds of experiences consumers want to remember.\u201d<\/p> \nAdditional Insights Available<\/b><\/p> \nGartner clients can read more in the report \u201cWhat CMOs Must Know About Consumers in 2026<\/a>.\u201d<\/p> \nGartner is the World Authority on AI<\/b><\/p> \nGartner is an indispensable partner to C-Level executives and technology providers as they implement AI strategies to achieve their mission-critical priorities. The independence and objectivity of Gartner insights provide clients with the confidence to make informed decisions and unlock the full potential of AI. Clients across the C-Level are using Gartner's proprietary AskGartner<\/a> AI tool to determine how to leverage AI in their business. With more than 2,500 business and technology experts, 6,000 written insights, as well as more than 4,000 AI use cases and case studies, Gartner is the world authority on AI. More information can be found here<\/a>.<\/p> \nAbout Gartner Marketing Symposium\/Xpo<\/b><\/p> \nGartner Marketing Symposium\/Xpo<\/a> is taking place June 8-10 in Denver<\/a>, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results in an AI-driven world. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including CMO leadership, marketing strategy and customer engagement. Follow news and updates coming out of the conference on the Gartner Newsroom<\/a> and on X<\/a> and LinkedIn<\/a> using #GartnerMKTG.<\/p> \nAbout Gartner for Marketers<\/b><\/p> \nGartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com\/marketing<\/a>. Follow news and updates from the Gartner Marketing practice on X<\/a> <\/span>and LinkedIn<\/a> using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom<\/a>.<\/p> \nAbout Gartner<\/b><\/p> \nGartner (NYSE: IT) delivers actionable, objective business and technology insights that drive smarter decisions and stronger performance on an organization's mission-critical priorities. To learn more visit gartner.com<\/a>.<\/p> \nElizabeth Bishop\n