Introduction

New generative AI-powered platforms are cropping up at breakneck speed, heightening the promise of new efficiencies for brands looking to take advantage of AI in their marketing and advertising efforts. But how do potential customers feel about AI at large, its use on existing platforms, and its application by brands? To better understand these and other key considerations, Tinuiti surveyed over 1,000 US adults who were at least slightly familiar with AI technology in June 2024.

EXPECTED AI IMPACT

AI Impact Seen as Largely Neutral to Positive by Most Adults Familiar with It

TOP PLATFORMS

ChatGPT Outpaces Other AI Platforms in Use, Though Few Consumers Use AI Platforms Daily

GENERATIVE SEARCH

Many More Searchers Think AI Overviews Make Google Results Better than Worse

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

MARKETING & MEDIA USE

Many Consumers Haven’t Noticed AI in Marketing, but Have Mixed Feelings About Its Use to Create Some Types of Content

EXPECTED AI IMPACT

AI Impact Seen as Largely Neutral to Positive by Most Adults Familiar with It

TOP PLATFORMS

ChatGPT Outpaces Other AI Platforms in Use, Though Few Consumers Use AI Platforms Daily

GENERATIVE SEARCH

Many More Searchers Think AI Overviews Make Google Results Better than Worse

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

MARKETING & MEDIA USE

Many Consumers Haven’t Noticed AI in Marketing, but Have Mixed Feelings About Its Use to Create Some Types of Content

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Introduction

Table of Contents

EXPECTED AI IMPACT

AI Impact Seen as Largely Neutral to Positive by Most Adults Familiar with It

TOP PLATFORMS

ChatGPT Outpaces Other AI Platforms in Use, Though Few Consumers Use AI Platforms Daily

GENERATIVE SEARCH

Many More Searchers Think AI Overviews Make Google Results Better than Worse

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

MARKETING & MEDIA USE

Many Consumers Haven’t Noticed AI in Marketing, but Have Mixed Feelings About Its Use to Create Some Types of Content

EXPECTED AI IMPACT

AI Impact Seen as Largely Neutral to Positive by Most Adults Familiar with It

TOP PLATFORMS

ChatGPT Outpaces Other AI Platforms in Use, Though Few Consumers Use AI Platforms Daily

GENERATIVE SEARCH

Many More Searchers Think AI Overviews Make Google Results Better than Worse

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

MARKETING & MEDIA USE

Many Consumers Haven’t Noticed AI in Marketing, but Have Mixed Feelings About Its Use to Create Some Types of Content

Interested in learning more?