Findings:
Consumers express mixed feelings about AI in advertising, leaning towards discomfort in several key areas.
Majority of consumers (51%) are uncomfortable with AI-generated virtual ambassadors replacing celebrities.
Similar discomfort exists for AI-edited product images (48%) and AI-generated product images (47%).
Opinions are more evenly split on AI-generated descriptions (42% uncomfortable, 43% comfortable) and AI-decided ad placement (41% uncomfortable, 42% comfortable).
US consumers are more uncomfortable with AI use cases than the global average.
A majority of consumers believe brands should disclose their use of AI in advertising.
Key Takeaway:
Consumers are cautious about AI in advertising and expect transparency from brands regarding its use.
Trend:
Growing skepticism and demand for transparency regarding AI in advertising.
It is about whom:
Consumers: Those exposed to advertising and their attitudes towards AI usage.
Brands/Advertisers: Those who use or consider using AI in their advertising practices.
Description of consumers/products:
Consumers: Adults aged 18+ across 17 global markets.
Products: Advertising materials, including virtual ambassadors, product images, descriptions, and ad placements.
Age of consumers:
Adults aged 18+ years.
Conclusions:
While AI offers potential benefits in advertising, brands must proceed cautiously and prioritize transparency to avoid alienating consumers.
Disclosing AI usage is crucial for building trust and ensuring ethical practices.
Implications for brands:
Brands should carefully consider the potential impact of AI on consumer perception and trust.
Transparency about AI usage can mitigate discomfort and build stronger relationships with consumers.
Brands should explore ways to use AI responsibly and ethically in advertising, focusing on enhancing the consumer experience rather than replacing human creativity.
Implications for society:
The rise of AI in advertising raises ethical questions about authenticity, transparency, and the potential for manipulation.
Increased public awareness and discussion about AI usage can help shape responsible AI practices in the advertising industry.
The need for clear regulations and guidelines regarding AI in advertising is becoming increasingly important.
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