If AI-generated ads seem horrible to you and turn you against the brand, you are not alone: science supports you

A recent study from the University of Zaragoza has highlighted consumer skepticism towards advertisements featuring AI-generated imagery, suggesting a potential backlash against brands utilizing this technology. The research indicates that consumers perceive AI-generated visuals as less reliable, leading them to avoid products and services advertised in this manner, particularly those requiring high consumer involvement or offering pleasurable experiences. This finding challenges the perceived efficiency and cost-saving benefits of AI in marketing campaigns. The study's authors explain that consumers favor authentic images as they represent products and services more faithfully, viewing AI-generated content as potentially less professional or a means to conceal reality. While AI can produce marketing materials more rapidly and at a lower cost, a key concern is that this can convey an impression of reduced brand effort, especially for luxury or beauty products. This sentiment was evident following Coca-Cola's recent holiday advertisement, which faced public scrutiny and necessitated the company to emphasize the significant human effort involved in its creation. This consumer aversion to AI-generated advertisements, especially when the artificial nature is apparent, poses a significant challenge for businesses. While AI offers potential efficiencies in content creation, such as reducing production time from a year to a month as noted by Coca-Cola, the perceived lack of authenticity and perceived minimal effort can negatively impact brand perception and consumer trust. This suggests a delicate balance is required between leveraging AI for operational advantages and maintaining genuine consumer engagement.