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Artificial intelligence is on its way to impacting nearly every aspect of society today. There’s the growing prominence of models like ChatGPT, companies using AI for customer service, and it’s becoming a selling point for devices. There are tons of applications for AI, and advertising is emerging as another such use for brands in particular. But how do consumers really feel about AI and the brands that turn to that technology to assist with their ad campaigns? CivicScience has the most up-to-date data on the topic.
Consumer Sentiment Around AI
First and foremost, when asked whether they’re concerned (if at all) about the proliferation of AI tools, such as ChatGPT, 75% of respondents are at least ‘somewhat’ concerned. However, the percentage of people who say they are ‘not at all’ concerned has grown by two percentage points since last year, reaching 25% (excluding those unsure).
Meanwhile, roughly 8-in-10 U.S. adults are at least ‘somewhat’ concerned about AI replacing jobs of American workers, led by those 55+, Democrats (slightly), and those working fully in-person jobs.
Sellers Beware on Using AI in Advertising
Consumers are mostly divided on the impact of AI use in ads. Negative sentiment toward AI in advertising, meanwhile, is trending upward. Today, 36% of U.S. adults say they are ‘less’ likely to purchase from a brand that uses AI in ads – a four-point increase from 32% in December. That said, those ‘more’ likely to choose a brand using AI did tick up by one point to 10%. Still, the majority (54%) say they’re unswayed either way. Younger consumers are most likely to choose a brand that’s used AI in its ads.
Beyond purchase decisions, brand perception also suffers when AI is involved in ads. Roughly two in five U.S. adult respondents report a negative opinion of brands using AI in advertising, with 23% feeling ‘very’ negative. Only 18%, meanwhile, say their opinion of the brand would be positive. Still, with 42% remaining neutral, there may be an opportunity for brands to shift sentiment. As with product purchasing, positive feelings decrease with age. Democrats are most likely to form a positive preconception, while Independents lean most negatively.
Use this Data: CivicScience clients have access to real-time data like this, allowing them to anticipate shifting consumer behaviors among specific segments that could impact customer acquisition and retention.
Should Ads Made Using AI Come With a Disclosure? Consumers Say Yes
AI was a major theme in this year’s Super Bowl (which mostly failed to land), and even included a regional ad made almost entirely by AI tools. It raises the question of whether AI-generated content should be labeled as such when it is used. Data show that 6 in 10 U.S. adults believe that ads should always have some sort of marking or label when AI is used for the ad. An additional 21% say they should only need a label if AI played a significant role in the ad. Just 19% say ads should never require a label if AI is involved.
Take our Poll: What is your opinion on AI in advertising?
Concern for AI Impacts on American Workers and AI Ads
Unsurprisingly, the majority of respondents who are ‘very’ concerned about AI and tech replacing the jobs of Americans are the most likely to be negatively influenced by a brand that uses AI in ads. Interestingly, though, those who are ‘very’ concerned are also more likely to be swayed positively. Those ‘not at all’ concerned about AI replacing workers and the least likely to be swayed either way based on AI in ads.
The gap between general AI acceptance and advertising-specific skepticism is widening. Brands that move too aggressively without addressing consumer concerns risk losing both trust and customers. Striking the right balance between innovation, cost management, and customer satisfaction adds one more obstacle in an already choppy and uncertain economic environment.
