Azaria’s 2026 Family Report Highlights Trust is Key for Brands in an AI-Driven World.

Artificial intelligence (AI) is firmly embedded in everyday life; and parents are widely using AI tools to save time, reduce mental load, and simplify decision-making. But new research from Azaria’s Family Report 2026* shows that trust, transparency, and human connection remain critical.

AI Is Everywhere, But Parents Are Feeling the Strain

AI adoption is high in family homes. Almost nine in ten parents (87.4%) own a smart speaker or digital assistant, and many also use AI-powered tools to support shopping and decision-making. Parents clearly recognise the benefits: six in ten (59.4%) say AI makes everyday life easier, while 58% say it saves time and helps reduce the mental load.

Beyond convenience, over four in ten (42%) parents say AI helps them save money, and over a third (36.4%) believe it supports their children’s learning. This reinforces AI’s growing role as a behind-the-scenes family assistant, rather than a novelty.

One parent explained: “I hope AI will help families by saving time, supporting learning and making everyday decisions easier, so we can spend more quality time together.”

Despite these benefits, many parents are struggling with the pace of change:

• Nearly half (46.2%) worry AI is moving faster than we can control
• One in five parents (19.6%) say they feel overwhelmed by AI
• Over half (53.1%) are concerned about raising children in a world shaped by AI

Unsurprisingly, when it comes to children interacting with AI, four in ten parents feel 16+ is the appropriate age, showing that there is a cautious approach to exposure.

Trust Is the Defining Opportunity for Brands

Parents use AI daily, to compare prices, plan purchases, as well as get recommendations, but trust remains fragile. Two thirds (65.7%) say seeing an advert, image, or influencer post they suspected was AI-generated made them trust the brand less. 

One parent commented: “I think it’s fantastic but also terrifying because it’s hard to know what is real and what isn’t these days.”

Another stated: “I am concerned about how children will be able to fact check about what is “real” and what is AI (social media, images).”

Other insights show that parents are selective in the tools they value:

• Six in ten (59.4%) find chatbots or virtual assistants helpful, while only 6.3% find AI-generated content useful.
• When it comes to AI-led marketing, parents are most put off by AI-generated influencer content (58%), followed by website pop-ups (40.6%) and social media ads (32.2%).
• When it comes to personalised ads, half say they’ve become neutral to them, while a quarter find them helpful

Data privacy is also a significant concern. Two thirds (66.5%) say they are worried about how family data is collected and used, highlighting growing anxiety around AI’s reach and influence.

Trust is key, with an overwhelming eight in ten parents (80.4%) agreeing they would trust a brand more if there is real human connection alongside AI. This demonstrates that while families accept AI as part of modern life, automation alone will not suffice. 

Amber Steventon, Managing Director at Azaria, concludes: “Parents are embracing AI for its convenience, using smart speakers, chatbots, virtual assistants, and even AI-generated content in their daily lives, but many are overwhelmed by the pace of change. Our research shows that trust is now the defining factor. Brands need to combine innovation with real human connection, transparent communication, and clear data practices. They should also be mindful of which tools parents find genuinely helpful, and how families approach AI exposure for children. Those that rely solely on AI risk losing credibility and alienating their audience.”

Azaria highlights key findings through its customary easy-to-read infographic.