By Thom Davies
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Objective: Generative AI is giving brands new, powerful tools for content creation and audience engagement — but does it come at the cost of authenticity? As big beauty brands like Dove speak out against the use of generative AI, we wanted to find out how AI impacts perceptions of authenticity in brands.
Question one: The use of generative AI in branded content makes me question the brand’s authenticity.
Question two: I’m confident I can spot AI-generated content in advertising and on social media. AI Generated text content / AI generated image content.
Audience: A general panel of American consumers aged 18 – 64.
The use of generative AI in branded content makes me question the brand’s authenticity.
I’m confident I can spot AI-generated content in advertising and on social media.
The use of generative AI in branded content makes me question the brand’s authenticity.
I’m confident I can spot AI-generated content in advertising and on social media.
The use of generative AI in branded content makes me question the brand’s authenticity.
I’m confident I can spot AI-generated content in advertising and on social media.
The use of generative AI in branded content makes me question the brand’s authenticity.
I’m confident I can spot AI-generated content in advertising and on social media.
The use of generative AI in branded content makes me question the brand’s authenticity.
I’m confident I can spot AI-generated content in advertising and on social media.
The use of generative AI in branded content makes me question the brand’s authenticity.
I’m confident I can spot AI-generated content in advertising and on social media.
Generative AI content harms authenticity with around half of consumers, while a third of consumers aren’t confident they can recognize GenAI in branded content. Whether they’re using AI or not, brands will have to work harder than ever to emphasize authenticity with audiences in 2024.
If you’re interested in digging deeper into our findings, or asking your own questions on consumer and branding topics, contact Atom’s Communications Lead Lotte Reford to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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