MARKETING & MEDIA USE
Many Consumers Haven’t Noticed AI in Marketing, but Have Mixed Feelings About Its Use to Create Some Types of Content
Fully 40% of respondents haven’t noticed brands using AI in marketing and advertising, and another 29% feel like it’s been used about the right amount. These shares outpace the 24% who believe that brands are already relying on AI too heavily in marketing and advertising.
Which of the following best describes how you feel about brands' current use of AI in marketing and advertising?
When asked what kind of ad they’d most prefer, respondents were more likely to choose offers that are based on more traditional forms of targeting, such as demographic, interest, and remarketing efforts, than they were to choose ads that had been selected for them based on AI. Of course, some forms of more traditional targeting are already powered to some extent by AI.
If you had to see an ad for products online, which of the following would be your preference?
When it comes to different kinds of generative AI content, respondents were much more receptive to the use of AI to create visual components of television shows and movies than they were with using AI to mimic the voice or appearance of a celebrity. Only 24% felt mostly negative toward AI-generated visual components, compared to 57% who felt mostly negative toward celebrity mimicry. AI-generated music fell in the middle, with 34% of respondents feeling mostly negative about it.
How do you feel about the use of artificial intelligence to do the following?
Gen Z was less likely than the baby boomer generation to have a negative response to AI-generated content, but still had a net negative response to all three of the above scenarios. The greatest divide between Gen Z and boomers was on the use of AI to mimic the appearance or voice of a celebrity with 72% of boomers having mostly negative feelings about the practice compared to 42% of Gen Z.