The backlash against low-quality AI-generated online content, popularly referred to as “AI slop,” is growing among consumers, with some brands attempting to distance themselves through ad campaigns that mock such content. However, a recent study indicates that the relationship between AI-generated content and brand perception may be more complex than the prevailing narrative suggests. Conducted by OM Media Trials, part of the Omnicom Media Group, in partnership with brand safety vendor Zefr, the research surveyed nearly 5,000 individuals across the U.S. and Canada.
Findings reveal that not all AI-generated content is perceived negatively. In fact, ads displayed alongside certain types of AI-generated videos, particularly those featuring satire, youth depictions, or artistic expressions, garnered positive reactions. Participants described the brands associated with this content as “refreshing” or “innovative.” Conversely, the study highlighted significant risks inherent in AI-produced advertisements, as evidenced by consumer reactions to campaigns such as Valentino’s “disturbing” AI handbag ads and a McDonald’s AI-generated Christmas commercial deemed “unsettling” and “creepy.”
The survey’s results indicate that consumers have a clear aversion to ads adjacent to AI-generated spam or misinformation, especially concerning public figures. This is particularly problematic for sectors like financial services, where trust and credibility are paramount. The rapid rise of AI-generated content, with Gartner projecting that 90% of internet content will be AI-produced by 2030, intensifies the stakes for brands navigating this evolving landscape.
Compounding the challenges, the study found that a significant portion of the population—32%—struggles to differentiate between human-generated and AI-generated content. Worryingly, audiences are notably prone to believing that AI-generated misinformation about public figures is factual. As brands increasingly engage with AI tools, the potential for reputational damage grows, necessitating a more strategic approach to content deployment.
Transparency is Essential
The survey underscores the importance of transparency as brands consider their foray into AI-generated content. One of the study’s key takeaways is that clearly disclosing AI involvement can positively influence consumer perceptions. In fact, 41% of respondents reported an improved opinion of a brand when content was labeled as AI-generated. “AI content is only going to become more prevalent in the months and years ahead,” said Kara Manatt, EVP of Intelligence Solutions at OM Media Trials. She emphasized that the focus should not be on avoiding AI content entirely but rather on empowering brands with the tools and insights necessary to align with suitable AI environments while steering clear of those that pose risks.
As brands continue to navigate the complexities of AI-generated content, the findings from OM Media Trials and Zefr provide a crucial roadmap. With the potential for consumer backlash looming, the ability to discern effective from detrimental AI applications is vital for maintaining brand integrity. The evolving digital landscape necessitates an adaptive strategy that prioritizes consumer trust while harnessing the creative possibilities AI can offer.
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