The recent technological advances and rise in accessibility of AI have opened new avenues for marketeers and advertisers. Generative AI is one that offers a seemingly endless fountain of content, often at higher speeds and with lower costs  compared to traditional methods. The implications for business models and best practice are numerous, however it is essential to not lose sight of how consumers respond to AI imagery and content.

According to our recent research, only a quarter of UK adults think there should be greater regulation on AI use in marketing and advertising. Consumer opinions were divided when asked whether a brand’s use of AI imagery to promote their product or service would change how they shopped. While 14% of consumers claimed that they would find AI use so off-putting that they would switch to a different brand, most responses tended to indifference, with 42% saying they might consider shopping elsewhere and 34% saying they do not care and wouldn’t change their shopping habits. A small, but not insignificant, 10% of consumers had a particularly positive reaction, asserting that a brand using AI in marketing or advertising would encourage them to shop there.

Men and consumers aged 18-39  were most likely to be AI enthusiasts, with  the most positive response to AI in marketing coming from males under 39, of whom 20% were drawn to AI-fuelled promotion. This demographic grouping was also most likely to be embracing generative AI at work and in their free time, and most likely to anticipate an increase in their own usage over the next 5 years.

It is worth considering which market segments are early adopters and cheerleaders of AI, and keeping an eye on how this enthusiasm plays out long term. Will we reach a point where generative AI is so mainstream that nobody notices it anymore? Other questions worth asking include exploring the differences in perception of AI use in advertising across different categories: for instance, is AI more positively received when used to promote technology rather than a product closely tied to nature and sustainability?

Big brands who have recently had success with AI in their advertising include Heinz and Coca Cola. Heinz ran a campaign in 2023 based on AI generated images of ketchup, all looking to some degree like a Heinz ketchup bottle. This cleverly built on its previous campaigns with a similar message of the brand being category leaders and the ‘real deal’, such as the long running ‘Beanz Meanz Heinz’. Also embracing AI, Coca Cola ran a campaign where consumers could generate AI artwork using vintage Coke imagery and easily share their creations to social media. Both of these campaigns successfully harnessed the early novelty of generative AI to drive customer engagement.

While the use of AI in campaigns can be engaging and memorable, it is important to consider what you are saying to your customers through your brand’s use of AI; developing something intentional and considered, with meaning that relates back to your brand, and perhaps building on previous creative work.

At this stage, purely relying on the fleeting novelty of AI is likely to produce limited returns. Without considered ideas and strategic thinking, simply using generative AI will not be enough to save a poorly planned campaign.

With how fast AI is progressing, it’s more important than ever to keep up to date with changes in customer perceptions, particularly those of your core audience. Market research plays an important role in maximising your organisation’s marketing spend, whether through testing the waters before developing a new campaign or comparing how your ad is perceived vs. your competitors. The insights gleaned from surveying real humans can help your marketing succeed, regardless of whether it’s AI generated or not.

If you’re interested in taking your customer insights to the next level, get in touch with us today to explore how Clusters can refine your marketing campaigns and drive success for your brand.