Ads generated by artificial intelligence are nearly indistinguishable from human-made ads to many viewers, but they consistently predict weaker short-term sales impact. A study tested 20 ads across 10 brands with 3,000 U.S. respondents, comparing human-made ads produced before 2021 with fully AI-generated counterparts created from the same strategic brief. Viewers showed limited ability to identify which ads were AI-made, with many uncertain. Despite perceptual similarity, human-made ads outperformed AI-made ads using sales-validated advertising performance measures. The effectiveness gap was slim but measurable. AI performed best with straightforward, product-driven briefs and struggled when creative work required storytelling and emotion.
"Ads generated by artificial intelligence are nearly indistinguishable from human-made ones, but new research shows they consistently underperform compared to human-made work when it comes to predicting short-term sales impact."
"The study paired existing human-made ads-produced before 2021 to ensure AI tools were not used-with fully AI-generated counterparts built from the same strategic brief, the document that ad professionals use to outline objectives, messaging, and tactics for a campaign. Ads were then viewed by real consumers."
"Using Ipsos's sales-validated measures of advertising performance, human-made ads over-indexed against the benchmark by 11 points on average, while AI-made ads under-indexed by five. In practical terms, human ads are predicted to drive stronger short-term sales impact. AI can produce credible work, but on average it does not move the needle the same way."
"AI performed best when the brief was straightforward and product-driven, but struggled when the creative challenge called for storytelling, emotion,"
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