Nearly half of Australians would trust a brand less if they discovered its advertising was created mainly using AI, according to new YouGov research based on a survey of 1,046 adults.
The research found 45% would trust a brand less upon discovering AI-generated ads, including 21% who said they would trust it "much less”.
A similar proportion, 44%, said they would be less likely to consider such a brand.
Two in five Australians (40%) say they feel uncomfortable with brands using mainly AI to create advertising, compared with only 25% who feel comfortable.
Transparency is a significant expectation, with 86% of Australians believing brands should clearly disclose when advertisements have been created mainly using AI, and 55% saying brands should always disclose this.
Entertainment and gaming brands and technology and electronics brands have the most consumer permission to use AI-generated advertising, each cited by 20% of respondents. However, one in three Australians said they were not comfortable with AI-generated advertising across any category.
On emotional engagement, just 20% said AI-generated ads made them feel interested or entertained, while 48% said they felt uneasy or sceptical about the brand behind the ad. Only 22% said they enjoy AI-generated ads as much as ads made without AI.
Younger Australians and men are more receptive across most measures, while Gen X and Baby Boomers are more likely to say AI-generated advertising negatively affects their brand trust.
Maria Plangetis, senior research executive at YouGov, said the findings showed Australians placed significant value on authenticity, transparency and human creativity.
"For brands, adopting AI may offer creative and operational advantages but maintaining consumer trust will remain critical as audiences continue to scrutinise how AI is being used in advertising," she said.
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