73 per cent of shoppers say they are less likely to buy from a brand when messaging appears inconsistent across digital channels, according to research from enterprise CMS Storyblok.
Storyblok surveyed 200 regular online consumers to reveal how AI search is impacting brand perception online. With businesses struggling to adapt their marketing messages consistently across, the results paint a picture of consumers growing increasingly weary when making purchasing decisions and in the majority of cases seeking out more sources of information before completing purchasing decisions.
The research found that 87 per cent of consumers expect brands to present a consistent experience wherever they encounter them online, whether that is on a company website, a social media page, a marketplace listing or within AI-generated search results.
The challenge is growing as brands publish across a widening range of digital channels while AI-driven search introduces new points where product information and brand content appear.
Mixed messaging also affects confidence with 80 per cent stating that inconsistencies reduce trust or raise doubts, while nearly half, 48 per cent, said they feel less confident in the product or service when messaging does not match across channels.
Separate Storyblok research of 200 businesses found that most organisations expect AI to play a larger role in how digital content is created and managed. 91 per cent believe AI will improve content management within their organisation. Despite this, only 23 per cent said they have implemented a Generative Engine Optimisation (GEO) strategy designed to ensure content performs accurately in AI search environments.
Without clear governance of how content is structured and distributed across systems, differences in wording, product details or tone can begin to appear between channels.
When those differences surface during a purchase journey, many people pause to verify information rather than continuing with the transaction. 61 per cent said they would seek reassurance, such as reading reviews or comparing alternatives.
Consistency was considered particularly important in sectors where trust carries greater weight. Respondents highlighted technology and software, healthcare, financial services and higher-value purchases as areas where consistent information has a stronger influence on buying decisions.
Dominik Angerer, CEO and co-founder of Storyblok, said: “Consumers notice when something does not line up across digital channels such as a brand’s website and social platforms. Differences in product information, tone or messaging introduce doubt at the point people are deciding whether to buy.
“As brands publish across more channels and AI search becomes part of how people research products, maintaining consistency becomes more complex. Content can surface in places businesses did not previously control.
“If the underlying information is not the same across systems, those differences become visible to customers. That moment of hesitation can push people to double-check details elsewhere or consider alternative brands.”
As AI search and digital discovery environments expand, organisations will need stronger oversight of how brand and product content is managed across channels.
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