Which? Refreshes Brand Platform to Combat AI Mistrust

Consumers are struggling to know what to trust. 

According to data published by YouGov, 42% of UK consumers say they distrust AI information and recommendations. 

This is made all the more complicated due to lowered consumer confidence and an ongoing cost of living crisis – with research from Which? finding that 82% of people feel that they are paying more but getting less. 

Which? has launched a refreshed brand platform ‘the answer you can trust’ to help position the company as the solution to that problem. 

The new brand positioning and multi-channel campaign – developed in collaboration with WhyProjects and Neverland – is designed to empower customers, helping them combat misinformation and make decisions they can feel more confident with. 

“In a world of AI overviews, misinformation, fake reviews and sponsored recommendations, knowing who to trust is becoming harder, not easier,” says Katy Lomax, Chief Marketing Officer of Which?

“That's why I'm so proud to see our new Which? brand platform, 'The answer you can trust', out in the world.

“Our core mission hasn't changed. For nearly 70 years, we've helped consumers make confident decisions through independent testing, expert advice and campaigning for change.

“What has changed is the environment around us. Trust has become one of the most valuable things a brand can earn.” 

Building on brand values

This campaign is designed to naturally build on the company’s existing legacy and brand values, rooted in independence, expert testing and a not-for-profit status. 

According to Which? all profits are reinvested into consumer testing, research and advocacy work, with the group wholly owned by the Consumers’ Association. 

The refreshed brand will be launched with text-based out-of-home campaign across city centres and digital escalator panels – alongside radio, social and content that will feature experts from Which?

According to Neverland, further activity will roll out across October and November 2026, which will include Black Friday and seasonal content, as well as podcast partnerships, specifically with Dan Snow’s History Hit and Giovanna Fletcher’s Happy Mum, Happy Baby.

A more modern Which?

Through this campaign, the company is looking to bring the breadth of its work into the spotlight, and reflect a more modern version of Which? – one that can help consumers make decisions across everyday life in the modern world.

“Today, consumers are expected to navigate more choices, more noise and more misinformation than ever before,” says Katy. “From fake reviews and hidden influence to AI-generated content, it can be difficult to know what's genuine and what's not. 

“That's why trusted, independent advice matters more than ever. 'The answer you can trust' captures the role Which? plays in people's lives. 

“We cut through the noise with rigorous testing, expert analysis and impartial advice, helping consumers feel good about the decisions they make.”

Who are Which?’s key partners? 

• Schneider Electric: Schneider Electric collaborates strategically with Which? through its contractor network. Trade professionals using the firm’s digital platform gain streamlined access to Which? Trusted Trader assessments, reinforcing technical standards for domestic electrical work across the UK.
• MoneySuperMarket: MoneySuperMarket supplies the underlying technology for Which?’s co-branded insurance comparison portal. This system combines broad market coverage with independent Which? ratings to help consumers evaluate policies on quality rather than price alone.
• Octopus Energy: Octopus Energy sits as part of the Which? Trusted Traders programme.