Skepticism about the use of AI in marketing and advertising
A recent Ipsos study shows that the majority of Germans prefer marketing content created by humans over AI-generated content.
Germans are predominantly skeptical of brands and companies that use artificial intelligence (AI). This is shown by a recent Ipsos survey on the topic of artificial intelligence in 30 countries worldwide. The study provides important insights for the marketing and advertising industry in Germany.
Only for one in five consumers (22%) does the increased use of AI in advertising images or videos increase trust in companies and brands. For the majority (36%), on the other hand, it leads to mistrust. Germans are even more critical of AI-generated product reviews, with 43% expressing concerns.
Clear preference for man-made content
The study shows a clear preference for human-generated content over AI-generated advertising formats:
- B2C marketing websites: 60 percent prefer human creation
- TV commercials and social media clips: 61 percent for conventional production
- Online news and photojournalistic articles: 73 percent each for human authorship
Inevitable development despite skepticism
Despite the reservations, a clear majority of respondents expect AI to take on central tasks in marketing in the future. 73% assume that the development of targeted advertising messages and the creation of marketing content will primarily be carried out by AI. 63% also expect AI to dominate the creation of news articles.
"We are now also seeing a positive trend in attitudes towards the use of AI in Germany," analyzes Dr Christoph Preuss, CEO of Ipsos Germany. "Despite all the nervousness, reservations and questions of trust, the majority of people are realistic and convinced that artificial intelligence will increasingly find its way into areas such as advertising communication."
Transparency as a key factor
Transparency is becoming a decisive success factor for companies: 79% of Germans demand clear labeling when using AI. At the same time, around half of those surveyed (49%) believe that the advantages of the technology outweigh the disadvantages - an increase of 7 percentage points compared to the previous year.
