New research found that large majorities of consumers are less likely to trust ads made by AI and less likely to buy from brands that use AI-generated ads.
Consumers around the world aren’t happy about AI use in advertising.
According to new research from The Harris Poll, 4As, and Infillion, more than two-thirds of global consumers view AI as largely a “marketing ploy”—one that could nonetheless make them think less of the companies loudly touting it. The new research, shared exclusively with Marketing Brew at the Cannes Lions Festival of Creativity, found that 78% of consumers believe AI makes ads “feel less authentic”; the same amount said they find brands “cringey” when over-using AI.
That sentiment carries into AI-generated advertising: Around two-thirds (63%) said they would be “less likely to purchase from a brand that uses AI-generated ads,” while 73% said they would be “less likely to trust an ad” they suspected was made using AI.
