"There's a mounting distrust, and the numbers prove it. While 82% of ad execs feel Gen Z and millennials feel positively about AI-generated ads, only 45% of those consumers actually feel that way, according to recent research from the IAB and Sonata Insights, a custom research and advisory service. That gap has only widened since the 2024 study. Some brands are taking notice that technology now carries emotional weight, signaling messages about ethics, morals and trust."
"Take, for example, He Gets Us, the Christian nonprofit organization that has become a Super Bowl regular. This year's spot was intentionally shot on film and featured real people, according to Simon Armour, chief creative officer at Come Near, the creative team behind He Gets Us. "Even the use of film, and therefore not using AI, we want it to feel as human as possible," Armour said. "We want the connection to feel real. Particularly in a very digital world, we want that warmth.""
Super Bowl commercials show companies still promoting AI while consumer sentiment declines. Research finds a gap: 82% of ad executives believe Gen Z and millennials view AI-generated ads positively, but only 45% of those consumers actually do; the gap widened since 2024. Brands now treat AI as emotionally charged, adjusting language, voice and positioning. Some campaigns intentionally avoid AI to convey humanity and warmth, using real people and film. Advertisers view AI as a tool for faster, cheaper creative, and some studies find AI-generated ads can perform on par with human-made creative.
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