Consumers Prefer Human Touch in AI-Generated Marketing Content
New research shows most consumers accept AI in ads only when it delivers clear value and avoids feeling generic or intrusive.
A Canva report finds that 70 percent of consumers can usually identify an AI-generated ad because it feels like it is missing its soul. Another 69 percent worry that advertising will turn into a sea of AI-generated slop, while 65 percent describe current AI ads as so obvious that they are laughable. More than half of respondents report annoyance with AI-generated social posts, machine-personalized emails, computer-generated product photos, AI voiceovers, and AI-written articles.
Mixed Signals on AI Use
The report states that the core issue lies in how brands apply the technology rather than the technology itself. Seventy-four percent of consumers say they are more likely to buy from an ad they believe was created entirely by humans. Eighty-seven percent add that the best advertising still requires a human touch, according to MarTech.
At the same time, 68 percent accept AI in advertising when it makes ads more helpful or relevant. Consumers respond positively to personalization that delivers practical benefits instead of feeling overly predictive.
Younger Audiences Show Greater Openness
Among Gen Z and Millennials, 70 percent say they care more about an ad's overall vibe than how it was created. Sixty-nine percent state they do not mind AI polish provided real people remain involved.
Eighty-one percent value ads that help them save money. Eighty percent prefer ads in their local language, and 77 percent want advertising that feels locally relevant. Sixty-five percent appreciate ads that appear at the right moment or in the right context.
Limits of Personalization and Trust Factors
Fifty-eight percent do not want companies using AI to predict what they want before they ask for it. Fifty-two percent consider ads too personal when they appear to know what someone is about to buy before any search occurs.
To increase trust in AI-generated advertising, 53 percent cite protecting user data as the top requirement. Fifty-two percent want brands to disclose AI use, and 37 percent want the option to opt out of AI-generated ads. Seventy percent believe people will eventually be unable to tell whether an ad used AI unless companies disclose it, with more than half expecting this shift within five years, according to MarTech.
