Consumers want AI ads with a human touch | MarTech

Consumers show mixed reactions to AI content in marketing. Many people enjoy ads and content that feel useful and relevant, but they dislike marketing that feels robotic, emotionally empty, or overly invasive. Seventy percent can usually spot AI-generated ads because they feel like they are missing a soul, and many fear advertising will become AI-generated slop. More than half are annoyed by AI-generated social posts, machine-personalized emails, computer-generated product photos, AI voiceovers, and AI-written articles. The issue is framed as brand usage rather than AI itself, with warnings that scaling content without strong creative direction can damage trust. Skepticism affects buying, with most preferring ads believed to be entirely human. Consumers also expect AI content to become harder to detect without disclosure, while still accepting AI when it improves helpfulness and relevance.

"Seventy percent of consumers said they can usually spot an AI-generated ad because it feels like it is "missing its soul," according to Canva's "The state of marketing and AI 2026" report. Another 69% worry the future of advertising will become a sea of "AI-generated slop," and 65% said AI ads are "so obvious it's laughable.""

"The report says the problem is less about AI itself and more about how brands are using it. The report warns that pumping out content at scale without strong creative direction could damage trust and push audiences away. That skepticism is already influencing buying decisions. Seventy-four percent of consumers said they are more likely to buy from an ad they believe was created entirely by humans, and 87% said the best advertising still needs a human touch."

"Consumers also think AI-generated content will soon become impossible to identify. Seventy percent said they believe people eventually will not be able to tell whether an ad was made with AI unless companies disclose it, and more than half expect that shift within the next five years. Still, consumers are far from rejecting AI altogether."

"Sixty-eight percent said they are fine with AI in advertising when it makes ads more helpful or relevant. Throughout the report, consumers responded positively to personalization that feels practical and useful instead of creepy or overly predictive. Younger consumers are more open to AI-generated content. Among Gen Z and Millennials, 70"

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