Do Consumers Actually Like AI-Generated Content? Here’s What the Research Says
Over the past year, I’ve had countless messages from creatives asking the same thing: “Should I be worried about AI taking over?”
It’s a fair question. AI is moving quickly, and it’s changing the creative industry in real time. There's a lot to unpack in this conversation—copyright, ethics, opportunity—but today I want to focus on one key question:
What do consumers actually think about AI-generated content?
Because while brands might be drawn to AI for its speed and cost-cutting potential, their primary goal is still to connect with people—and the data shows that’s where AI is falling short.
Here’s what recent studies reveal, and what it means for working creatives.
1. Consumers Don’t Trust AI-Generated Content
A study by The Journal of Business Research found that consumers experience moral disgust when they discover brands are using AI in emotional messaging.
That might sound dramatic, but the takeaway is simple: People don’t want to engage with something that feels impersonal or inauthentic.
Trust is built through connection—and AI just can’t replicate human emotion. For brands, that trust is everything. Lose it, and you risk losing your audience entirely.
2. AI Visuals Are Often Perceived as Lazy
A recent report by the Journal of Retailing and Consumer Services revealed that:
66% of consumers believe AI-generated content lacks originality
69% feel brands using AI are simply cutting corners
In short, people see AI as a cost-saving tool—not a creative one. The result? The brand itself starts to feel cheap or disconnected.
This reinforces what many of us already know: Human-made work still holds immense value—not just creatively, but commercially.
3. AI Ads Could Be Damaging Brand Perception
According to NIQ, AI-generated ads are often described by viewers as “annoying,” “boring,” and “confusing.”
That emotional response matters. Because even if just one campaign feels off, it creates a negative brand halo—meaning that perception can extend to everything the brand does.
Recent real-world campaigns have shown just how risky AI-generated advertising can be when it comes to audience perception.
In November 2024, Coca-Cola released a holiday campaign featuring AI-generated visuals. While the brand likely aimed for innovation, the response was mixed—many viewers described the ads as “soulless” and lacking emotional resonance. The backlash wasn’t just about aesthetics; it was about how the ad made people feel.
Similarly, in June 2024, Toys "R" Us debuted a short film created entirely with OpenAI’s Sora. Rather than celebrating the brand’s nostalgic appeal, many found the visuals awkward and disconnected. What could have been a heartwarming brand moment came across as artificial—and the online response reflected that.
Even fashion brands have felt the sting. Skechers faced criticism after running a full-page AI-generated ad in Vogue. The ad was meant to be edgy and modern, but instead raised questions about authenticity and the diminishing role of human creativity in design.
These examples illustrate a broader issue: if an AI-generated ad feels inauthentic, that feeling extends to the brand itself. And once trust is lost, it’s hard to get back.
4. Authenticity Wins—And AI Struggles With That
In Adobe’s 2024 Digital Trends report, 62% of consumers said they prefer content that has a clear human touch.
That’s not surprising. We connect with stories, imperfections, quirks, and personality—qualities that are hard-coded into human creativity, not machines.
When a brand overuses AI, it risks losing that emotional edge. And that’s exactly why demand for human creatives is still strong—and will remain so.
So, Should Creatives Be Worried?
AI is here, and it’s not going away. But for all the noise, one thing is clear: AI is a tool—not a replacement.
While it can be useful in certain parts of the workflow, it doesn’t replace the need for strategy, originality, or emotional intelligence. And those are the things clients hire us for.
This is just one part of the broader AI conversation. In this series, I’ll also be diving into topics like:
Copyright and ethics
How AI is shifting client expectations
The real opportunities it’s creating for creatives
But for now, the message is clear: the value of human creativity hasn’t gone anywhere.
Wrapping Up
The creative industry is evolving—but not in the way many feared. While brands may experiment with AI, they still rely on authentic, human-made design to connect with their audiences.
If you’re a designer or illustrator feeling uncertain, know this: there’s never been a better time to double down on the things AI can’t do—empathy, storytelling, and original thought.
