“Between Efficiency and a Loss of Trust – How Much AI Can a Brand Handle?”
Transparency Becomes a Factor in Building Trust
In the exclusive study, 1,160 participants aged between 16 and 55 were each shown one of three versions of the same advert: one real, one AI-generated without labelling, and one AI-generated with labelling. The test was carried out across two sectors with differing levels of sensitivity to labelling: organic food and consumer electronics.
The analysis did not focus on what was actually AI-generated, but rather on what the respondents believed it to be. Content perceived as real performed significantly better, regardless of its actual origin. It came across as more authentic, coherent and professional, triggered stronger emotions towards the brand and increased the willingness to take action.
Labelling also pays off: labelled AI adverts performed better than unlabelled ones. In the case of organic food, it measurably improved perception; for consumer electronics, the effect was barely noticeable, but not negative either. In sensitive areas such as food, financial services or political communication, transparency is therefore essential.
Three Recommendations for Brand Practice
- Labelling consistently. Even where EU regulations do not apply, voluntary transparency has a positive effect on perception and campaign performance.
- Label authentic content. As consumers increasingly suspect the use of AI, labels such as ‘Real’, ‘Human Made’ or ‘Created by people with AI’ can build trust.
- Think from the recipient’s perspective. The success of a campaign is determined not by the production process, but by how the target audience perceives it.
