J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowWhere and how audiences want generative AI in ads
Audiences are still waiting for advertising to catch up. Personalized ads placed third-to-last in a 2023 ranking of AI-supported customer experience (CX) improvements according to business owners, way behind areas like instant messaging and emailing. At the end of that year, another study listed the leading benefits of ads personalized by AI for U.S. adults. All top three factors were mentioned by less than 40 percent of respondents, with brand discovery and relevant brands emerging as the greatest advantages. Those results indicate a tepid reception of generative AI-powered marketing tactics. But consumers also seemed open to innovation under certain conditions.According to the same poll conducted at the end of 2023, what American consumers most expect from AI in advertising is that it reduces overall costs so the final product's price becomes more affordable. In a list of instances when adults found AI-supported ads acceptable, less than half approved of its general use in marketing and only a little more than one-third tolerated AI-generated models in a commercial. Transparency impacted their perception. Almost two-thirds considered ads with disclosure of AI use more appealing, and over half thought that acknowledgement likely made the brand more trustworthy. Advertisers' darling, placement, also plays a relevant role. Nearly half of responding consumers reported preferring to receive personalized ads over social media, with TV and video streaming platforms following, each mentioned by more than one-third of respondents. But audio streaming and radio ranked among the least favorite media for AI-powered customized spots.
