AI-generated content is everywhere. It’s faster, cheaper, and has been widely adopted by marketers — over 80% say they’ve integrated it into their workflows. On the surface, this might suggest AI has been fully accepted as a content tool. But widespread use doesn’t automatically mean widespread trust. The real question is: how do audiences perceive this content? And does the appearance of authenticity matter more than the reality?
That question — how audiences perceive AI-generated content — is more important than ever. We already know that AI can speed up the content creation process, and some people claim it’s at the point that it can already replace human writers (they’re wrong). But what do consumers actually think of AI-generated content? Does it really matter what they think if they can’t tell if something is AI-generated? And how should consumer perceptions of AI impact its use? Let’s dive in.
Can consumers spot AI content?
Generative AI can certainly churn out content at a volume that a human writer can’t match. But is it at the point that it’s indistinguishable from human-produced content for consumers? To be honest, it’s hard to find a definitive answer. The pace of advancement with AI makes it hard to find research and statistics based on the latest models available. It can also vary massively in terms of demographics, content format, and myriad other factors.
Even something as simple as geographical location has an impact. A study by TUI Musement, the Tours & Activities division of TUI Group, found that UK consumers were more than twice as accurate at spotting AI-generated imagery as their equivalents in Germany and Spain.
The ability to spot AI content seems to be driven by a consumer’s familiarity with generated AI itself. 55% of US consumers are able to spot AI-written copy in comparison to 45% of UK equivalents, which correlates with studies that show a significantly smaller uptake of AI in the UK compared to the US. This trend can also be seen in age demographics, with Gen-Z and Millennials being the most capable of spotting AI-generated copy, which tracks with the fact that they’re the most likely to be using AI regularly in their day-to-day lives.
Overall, having read a few different studies and statistics on people’s ability to spot AI-generated content, it seems roughly 50% of people identify it correctly (this can vary depending on demographics and content format). So, if we take the assumption that roughly half of your audience will be able to tell if a piece of content is AI-generated, the next question is, what will that large chunk of your audience actually think?
Consumer perceptions of AI-generated content
So, if a consumer thinks a piece of content is AI-generated, are they likely to respond positively or negatively? Once again, the answer can vary depending on demographics and content format. In particular, how people respond to AI is due to the following factors:
Levels of trust
Overall, 57% of consumers say they trust human-written content over AI-generated content. Once again, age demographics and familiarity with AI impact this. 40% of consumers who are highly aware of AI’s use in marketing trust AI-generated content just as much as human-written content, compared to only 7% of consumers who aren’t familiar.
This again correlates with age demographics, as Gen-Z and younger millennials (aged 25-34) are more than twice as likely as other age demographics to trust AI content on the same level as human-written content.
Perception of brands using AI
While consumers might be increasingly willing to trust AI-generated content, their perception of brands that use it appears to be negative. 62% of consumers state that they are less likely to engage with or trust a brand that uses AI-generated content in its social media.
However, once again, younger demographics that are more familiar with AI were more likely to engage with brands using AI than older generations. That’s not to say that they aren’t willing to learn, but the learning curve is certainly steep.
“Younger people simply understand the why and the how, so they know brands use AI mainly for efficiency,” states Matt Johnson, one of the devs behind Ghost AI. “But those 50 and above feel much more apprehensive and much less willing to understand that gen AI isn’t some kind of boogeyman.”
Formatting
The format of AI-generated content also seems to impact people’s favorability toward AI content. Tui’s research on AI imagery found that the majority of consumers said that AI-generated imagery, while interesting, wouldn’t be a positive influence on their buying decisions. In contrast, 88% of them said that authentic, user-generated content was crucial in building trust and influencing their purchases.
AI-generated video incurs the most negative reaction from consumers. According to NielsenIQ, not only are consumers fairly adept at spotting AI-generated videos, but they also deem them to be more annoying, boring, and confusing than non-AI-generated ads. The study also found that AI-generated video ads were less effective and memorable to consumers.
A recurring theme in consumer perceptions of AI-generated content is that consumers want more transparency over what’s AI-generated and what isn’t. Over 80% of consumers believe that AI-generated content should be clearly labeled as being AI-generated, with 62% saying they would be more likely to trust a brand that’s transparent about AI use.
Best practices for using generated AI — without alienating your customers
The benefits of AI in terms of efficiency mean that AI-generated content is here to stay, and for most organizations, it’s going to be essential to stay competitive. But while audience perceptions of AI-generated content remain largely negative, you need to take a considered approach for where, when, and how you utilize AI as part of your content creation.
Use AI to help human creators, not replace them
Taking a blended approach with your AI usage that combines human writers with AI assistance is the best first step. AI can take care of the routine, boilerplate copy, like product descriptions, freeing up your writers to stretch their creative wings when it comes to your other content and ads.
AI can then help with the efficiency of actually creating that content. Use AI to help brainstorm ideas or produce first drafts that are then refined by human writers. This approach allowed global dressmaker brand Amarra to cut its content creation time by up to 60%.
Even the CEOs of AI companies reinforce this, as Brian Li, CEO of The Ghost AI puts it: ‘We’re not here to replace human writers. We’re here to amplify their creativity by handling the routine work, so they can focus on what truly matters — telling compelling stories that engage and inspire.’
Be transparent about AI use
The need for transparency over AI usage isn’t just something that consumers want. Many regulatory bodies will soon make it a legal requirement. For example, Spain has recently announced that brands will incur massive fines for not clearly labeling AI-generated content.
With consumers already having expressed a clear desire for transparency over brands’ AI usage, you have the opportunity to build trust with them by being honest when a piece of content has been largely AI-generated. Not only will they appreciate the honesty, but you’ll also be ahead of the curve when it comes to any future regulations that might be rolled out.
Only use AI when necessary
The context and medium are important considerations to keep in mind when using AI to generate content. Customer touchpoints where audiences expect authenticity, like social media or your blog, should focus on keeping things as human as possible.
But for more routine, technical stuff, where creativity isn’t that important, AI can handle that. Stuff like product descriptions or social media copy can be time-consuming work for human writers, and letting AI cover that stuff allows writers to devote more time to where they’re needed creatively. This allows you to enjoy the cost savings and efficiencies of AI, while keeping that human element where it matters most.
The future of AI-generated content is here
Customers’ abilities to spot AI-generated content and their positive or negative perceptions is going to keep evolving, just like the AI models themselves. The research has shown that younger generations are more adept at spotting AI, but for now, they also seem to be the most willing to accept it.
Staying on top of public perceptions of AI, as well as any regulations that emerge around its use, will be a key factor in dictating how you can leverage it. For now, AI-generated content has its time and place, but the human element remains critical for connecting with your audience.
