Poor AI ads hurt brand perception, report

Consumers' attitudes towards advertising in AI chat environments depend heavily on the context in which advertisements appear

DoubleVerify has released a global study examining how consumers and marketers view artificial intelligence in digital advertising and content creation. The report finds that attitudes towards AI are shaped less by the technology itself than by the quality and context of its use.

The Global Insights: Media Quality in the Age of AI report is based on a survey of 22,000 consumers across 22 markets and 2,020 marketers and advertisers in 21 markets. It explores perceptions of AI-generated content, advertising creative and ads delivered through AI chat platforms.

Consumers prioritize quality over technology

According to the study, 63 percent of consumers globally believe AI-powered tools such as search summaries, chatbots, creative automation and recommendations improve their online experience. North America recorded the lowest level of agreement, with 50 percent expressing this view.

The report also found that 56 percent of consumers cannot consistently identify AI-generated content. However, 42 percent said low-quality or unrealistic AI-generated advertising would negatively affect their opinion of a brand, while 40 percent viewed professionally produced AI advertising positively.

AI chat advertising receives mixed response

DoubleVerify found that consumers' attitudes towards advertising in AI chat environments depend heavily on the context in which advertisements appear. Globally, 46 percent viewed advertising in AI chat platforms positively, compared with 34 percent in North America.

Across the scenarios tested, contextual relevance was the only situation in which positive sentiment towards advertising exceeded negative sentiment. The findings suggest consumers are more accepting of AI advertising when it is appropriate to the surrounding content.

Marketers seek greater transparency

The research indicates that marketers share many of the concerns expressed by consumers. More than half (53 percent) are concerned about advertisements appearing alongside low-quality AI-generated content, compared with 45 percent who expressed concern about placement next to high-quality AI content.

Nearly half (48 percent) are concerned about using AI to create advertising assets, with concern rising to 63 percent among North American respondents. Half of marketers also expressed concern about advertising within AI platforms, increasing to 63 percent in North America. According to the report, marketers considering AI chat as an advertising channel want greater transparency and independent measurement before increasing investment.

Regional attitudes differ

The study found stronger optimism towards AI in Latin America and Asia-Pacific than in other regions. Sixty-nine percent of consumers in Latin America and 68 percent in Asia-Pacific said AI-generated content had improved their online experience, while 57 percent and 53 percent respectively expressed positive views of advertising in AI platforms.

By comparison, 53 percent of consumers in EMEA said AI-generated content had improved their online experience, while 39 percent viewed advertising within AI platforms positively.

Mark Zagorski, CEO, DoubleVerify: "AI is rapidly reshaping how content is created, how consumers experience media and how advertisers reach audiences. Our research confirms that AI itself is not what determines engagement. The quality of the output does. As AI becomes more deeply embedded across the digital ecosystem, the industry must ensure that innovation does not come at the expense of media quality, transparency or trust. Advertisers need the same confidence and clarity in emerging AI environments that they expect across every other digital channel."

www.doubleverify.com

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