Articles by Alex Knepler

C+C Research Brief: Consumers Trust Brands More When AI Helps, Rather than Judges Them image

C+C Research Brief: Consumers Trust Brands More When AI Helps, Rather than Judges Them

Depending on its use, AI can make a brand feel more helpful — or less trustworthy. Our research suggests the difference often comes down to one question: Is AI working for the consumer, or making decisions about them? Across C+C’s February and August 2026 Consumer AI surveys, that dividing line was steady. Consumers in the […]

By Alex Knepler - Director, Market Intelligence

C+C Research Brief: How Brands Use AI Matters More Than Whether They Use It image

C+C Research Brief: How Brands Use AI Matters More Than Whether They Use It

AI use can strengthen a brand’s reputation when consumers see how it improves their experience. Without clear benefits and appropriate safeguards, brands risk increasing skepticism among their audiences. AI has had no shortage of attention in the past six months. Concerns about the energy and water needed to power data centers have moved into the […]

By Alex Knepler - Director, Market Intelligence