Analysts Explore How CMOs Can Adapt Media Strategy for Fragmented Attention and AI-Driven Content Skepticism during Gartner Marketing Symposium/Xpo in Denver

DENVER--(BUSINESS WIRE)--Jun. 9, 2026-- 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.

A 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.

The findings were presented today during Gartner Marketing Symposium/Xpo, taking place here this week.

“AI-generated content is increasing the volume of media that consumers encounter, but not necessarily the value,” said Kate Muhl, VP Analyst in the Gartner Marketing practice. “In a more skeptical media environment, brands need to be more recognizable, more credible and more intentional about the contexts in which they appear.”

Consumer Attention Is Fragmented Across Media Environments

The 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.

“Consumer screen time may be abundant, but consumer attention is not,” said Muhl. “For 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.”

AI Is Changing How Consumers Build Searches

A 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.

“AI is changing the way consumers connect with content and where consumer attention lives,” said Muhl. “CMOs 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.”

Additional Insights Available

Gartner clients can read more in the report “What CMOs Must Know About Consumers in 2026.”

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About Gartner Marketing Symposium/Xpo

Gartner Marketing Symposium/Xpo is taking place June 8-10 in Denver, 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 and on X and LinkedIn using #GartnerMKTG.

About Gartner for Marketers

Gartner 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. Follow news and updates from the Gartner Marketing practice on Xand LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.

About Gartner

Gartner (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.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260609665357/en/

Elizabeth Bishop
Gartner
[email protected]

Juliette Dixon
Gartner
[email protected]

Source: Gartner, Inc.