DoubleVerify Study Reveals Brand Trust Risks from Low-Quality AI Content
Event summary
- DoubleVerify released a global study on consumer and marketer attitudes toward AI in content and digital advertising, surveying 22,000 consumers across 22 markets and 2,020 marketers across 21 markets.
- 63% of global consumers say AI-powered tools improve their online experience, but sentiment varies by region (50% in North America).
- 42% of consumers would negatively view brands using low-quality or 'uncanny' AI-created advertising.
- 53% of marketers are concerned about ads appearing alongside low-quality AI content, with 48% worried about AI-generated ad creative.
The big picture
DoubleVerify's study underscores the growing tension between AI innovation and media quality in digital advertising. As AI becomes more embedded in content creation and ad delivery, brands face increasing pressure to ensure high-quality outputs to maintain consumer trust. The findings highlight a strategic inflection point where advertisers must balance AI's efficiency gains with the risk of alienating audiences through poor execution.
What we're watching
- Regional Disparities
- How regional differences in AI acceptance will shape global advertising strategies, particularly between North America and LATAM/APAC.
- Quality Control
- Whether DoubleVerify's DV AI Verification™ can effectively address concerns about low-quality AI content across digital platforms.
- Advertising Evolution
- The pace at which marketers will adopt AI-generated ad creative and advertising within AI chat platforms, given current transparency and measurement challenges.