AI generated imagery is on the rise, but how good are we at distinguishing between a traditional photograph and one created by AI? Our recent study reveals some interesting insights into our perceptions and the reality of AI-generated imagery.

The rise of AI imagery

In today’s market, visibility demands that businesses rapidly produce content that is both unique and engaging. With a need to remain relevant, many companies are leveraging AI to craft imagery; this approach not only quickens production but also cuts costs significantly. Yet, as the uptake of AI grows among businesses looking to generate a large amount of content, it’s crucial to strike a careful balance between enhancing efficiency and preserving the authenticity and trust that consumers value.

Confidence vs. capability

As AI technologies become more sophisticated, it is becoming increasingly difficult for us, the consumer, to recognise computer generated content. According to our latest study, a significant 42% of people in the UK believe they can accurately spot a photo crafted by AI. This confidence, however, seems to be misplaced as when put to the test, only 17% successfully identified the AI-generated image. This discrepancy raises intriguing questions about our understanding and awareness of AI capabilities.

Interestingly, those who were most confident in their ability to identify AI images did perform a little bit better, with a success rate of 22% – yet, the majority were still mistaken. This suggests that while some groups may think they are more versed in AI generated content, they too are unable to reliably detect it.

Socioeconomic factors at play

The study also highlighted a socioeconomic divide. The top 5% of earners, those making £80k or more annually, were more proficient at identifying AI-generated images, with 22% accuracy compared to 16% among lower income earners. This implies a greater exposure to AI technologies in higher earning brackets, possibly due to more frequent use of advanced technologies at work.

Regulatory concerns

Our interactions with AI are met with caution, with 38% of respondents expressing a desire for stricter regulation of AI on social media, and 24% across marketing and advertising. This reflects a broader concern about the implications of AI integration into our daily lives and its potential to influence public opinion and consumer behaviour.

The impact on brand trust

Despite the growing use of AI-generated imagery, our research shows significant consumer pushback. If a preferred brand incorporated AI-generated visuals into their promotions or website, 42% of consumers would consider taking their business elsewhere, and an additional 14% would definitively stop shopping with that brand. These findings underscore a considerable resistance among consumers to the increasing presence of AI in brand communications.

Is it worth the risk?

When considering AI-generated imagery, the benefits for businesses are evident, offering substantial cost savings and operational efficiencies. Yet, with a notable number of consumers expressing a strong dislike for such content, it raises the question on whether these cost and time savings justify potentially undermining trust.

Interestingly, if consumers struggle to differentiate between AI-generated imagery and traditional photography, should it even concern us? The reality, however, is that consumer trust is built over time, it cannot be purchased, and the potential cost to a brand’s reputation might outweigh short-term gains.

As AI technology continues to progress, understanding how to communicate effectively with consumers is more important than ever. At Clusters, we are dedicated to digging into complex consumer behaviours and delivering insights that enable our clients to meet these challenges effectively.

Keen to learn how your target audience prefers to be engaged? Contact us today.