NEW YORK, Nov. 10, 2026 (GLOBE NEWSWIRE) -- Nearly six in ten senior business leaders (58%) have made a significant decision based on an AI-generated insight that later turned out to be wrong or misleading, according to new research from GWI, the human intelligence company.
The research* informs a new report, Artificial Confidence: The AI Trust Gap, which is launched today. The findings show that AI is now an everyday tool for 88% of global business leaders, and that 80% have frequently come across AI-generated findings that were inaccurate, misleading or untrue. With 82% reporting at least one negative consequence of inaccurate AI output within their business.
Most of the damage begins as everyday friction. Some 38% report internal rework, 36% delayed decisions and 34% customer complaints. But it does not stop there: 27% report financial loss, 26% reputational damage and 21% weaker campaign performance. Because the costs tend to be absorbed into day-to-day operations rather than traced back to a flawed insight, GWI warns that businesses risk counting AI’s efficiency gains while underestimating the price of its errors. Leaders are not blind to the danger, with 85% rating the risk of decisions based on inaccurate AI insight as significant.
“AI is only as reliable as the data behind it, and most leadership teams already know that,” said Tom Smith, Founder and CEO of GWI. “The businesses feeling the impact aren’t behind on AI adoption. They’ve moved faster than most and while they embrace artificial intelligence alongside their own business intelligence, the shortfall tends to be a lack of human intelligence entwined into both. What they’re missing is the discipline to verify real human truths, because AI sounds just as certain when it’s wrong as when it’s right.”
In fact, 63% have unknowingly acted on data or insights that were out of date, with 68% believing colleagues are doing so right now without realizing it. The research suggests why bad insight is slipping through. Some 72% agree that AI interfaces make old information look more relevant than it really is. Yet, only 36% of leaders say they verify AI-generated insights “most of the time” (43% in the US, 29% in the UK), while 22% check only occasionally. A further 36% cross-check using a different AI tool, in effect asking one machine to mark another’s homework.
Leaders are not calling for less AI. They are calling for AI that is grounded in real and verified human intelligence. Despite 84% of business professionals feeling confident AI can accurately explain why people behave the way they do, 80% also say understanding motivations still requires human research, and 75% say AI will never solely replace direct consumer research.
Artificial Confidence: The AI Trust Gap is available now at: gwi.com/artificial-confidence
*About the research
GWI surveyed 1,883 senior marketing, insights and agency professionals in the UK (n=665), US (n=850) and Singapore (n=368) at companies with 500+ employees or £20m+ annual turnover. Fieldwork took place in July 2026.
About GWI
GWI is the human intelligence company. It gives businesses, and the AI systems they use, a reliable understanding of real people, grounded in more than 45 billion verified and proprietary datapoints collected annually over 17 years across 100+ countries. Founded in 2009, GWI is trusted by leading brands, agencies and media owners worldwide. gwi.com
