I am in the process of conducting an academic study focusing on how people react to AI content, particularly AI ads. Research on this subject is fairly limited, especially when we move beyond common variables such as trust or look at differences across consumer segments. While conducting the literature review, I came across some findings that might interest others who use AI in creative and consumer-facing roles:

AI-led design decreases the emotional value of brands, but increases their functional value

Generative AI weakens perceived authenticity

AI-generated ads are seen as low effort and can negatively impact brand credibility

Despite the resistance towards AI, consumers amply use it, which is why AI is now the place where intent is captured

Brand-authored interpretation layers (e.g., conversational AI stylists) are explored as the more beneficial use of AI as opposed to using generative AI for ad design and creation

What are your thoughts/experiences with using AI to create ads and brand-related content?