AI Ads Aren’t the Problem, Lack of Trust Is
AddTrust
November 28, 2024
Many advertisers are embracing AI as a game-changer for their campaigns, and for good reason. AI promises to revolutionize efficiency and boost ROI by analyzing vast amounts of data to deliver highly targeted and personalized ads. Marketers are excited by AI's potential to optimize ad spend and deliver results faster than ever before. A recent example is Coca-Cola, which used AI to create an entire Christmas advertisement. This bold move not only showcases the creative potential of AI but also signals that AI-driven advertising is quickly becoming the new normal for brands aiming to innovate and stay competitive.
But what about the consumers on the receiving end? Interestingly, most aren’t opposed to AI-driven ads—but they do have one pressing question: Can they trust the content? A recent survey conducted by Yahoo and Publicis Media reveals that while people are generally open to AI in advertising, transparency remains a key concern. Interviews show that 77% of advertisers view AI positively, compared to only 38% of consumers. Consumers want to know whether AI is being used responsibly or as a shortcut that undermines authenticity.
The study underscores how critical transparency is in building trust. Although 61% of consumers already assume AI plays a role in ads, 72% struggle to distinguish AI-generated content from authentic creations. When ads clearly disclosed their AI origins, however, brand perception saw a remarkable boost—ad appeal rose by 47%, trustworthiness by 73%, and overall trust in the brand by 96%. This impact was even more pronounced in sensitive sectors like finance and healthcare, proving that transparency isn’t just a nice-to-have; it’s essential for fostering consumer confidence.
Transparency, it seems, is the missing link between acceptance and trust. The solution lies in transparency. The same survey highlights that labeling content as AI-generated significantly increases consumer trust. Simply being upfront about the use of AI fosters a deeper connection with audiences. When brands and agencies disclose their use of AI, it signals a commitment to honesty and builds confidence that the technology is being employed ethically.
But how can brands label their AI-generated content effectively? It’s easier than it seems. The answer lies in adopting content credentials marked with a C2PA icon, like in the example above. These credentials transparently display details such as the creator, tools used, captions, and the content’s editing history. This helps audiences understand when AI was involved and how the content was created. These tools make it simple for brands to build trust through transparency and honesty about AI usage.
Conclusion
For brands and agencies, this is a clear call to action: Responsible use of AI in advertising isn’t just about achieving internal goals — it’s about earning consumer trust. By adopting tools like C2PA content credentials, brands can transparently demonstrate how their content was created, including details about the creator, tools used, and editing history. This level of transparency builds credibility and ensures that content earns the trust necessary for driving long-term success.