BRAND PERCEPTION
Many Adults Aren’t Confident in Their Ability to Detect AI-generated Content, But AI Use Can Impact Consumers’ Opinions of the Brands Using It
Just 19% of respondents believe that they are very likely or almost certain that they can tell an AI-generated image from a real photograph, with 8% saying there’s almost no chance they’d be able to. Gen Z is much more confident than their elders in their ability to detect AI with 41% saying they are very likely to be able to identify whether an image is AI-generated. That rate drops to just 8% for baby boomers.
How likely are you to be able to tell an AI-generated image from a real photograph?
While many consumers don’t believe they can detect AI, brands using AI to create imagery still need to be careful, as 25% of respondents said that they would be less likely to purchase from brands using AI to produce images, video, or text in advertisements. This is nearly double the 13% who said AI use would make them more likely to purchase from a brand using AI.
If you noticed or heard that a brand was using AI-generated images, videos, or text in its advertisements, would the likelihood of you buying their products be greater, less, or about the same?
Respondents seemed most concerned that brands using AI to generate marketing assets might be scams, with 37% saying they would feel that way. That said, the next most common reaction was to feel that the brand was futuristic, followed by the brand being smart for using AI. Although Gen Z was a bit more likely than average to think a brand using AI for marketing assets might be a scam, they were also much more likely to feel that the brand was cool for doing so.
Which of the following describes how you feel about brands that use AI-generated images, videos, or text in their marketing? Select all that apply.
While over 60% say that the use of AI wouldn’t have much of an impact on their likelihood of purchasing from a brand, businesses should be wary of blowback from consumers if they learned that AI use led to job cuts. Fully 61% of respondents said that they would feel more negative about a brand if they found out that it had laid off workers because they could use AI to save money, compared to just 11% who would feel more positive.