Consumer trust levels of AI ads with and without disclosure in the U.S. 2023

During an October to November 2023 survey, 64 percent of responding consumers from the United States stated that advertising that disclosed the usage of artificial intelligence (AI) was appealing, as opposed to 43 percent of consumers who found ads that did not disclose AI usage appealing. Overall, ads with a noticed disclosure statement generated a 96 percent boost in company trust on the consumer side.

Personalization and trust

In the marketing realm, long before ChatGPT’s hype hit the world, AI-powered chatbots were used to provide customer service and answer questions. In 2023, the leading area, next to coding, in which B2B marketing professionals were deploying AI was precisely chatbots. With the development of technology, chatbot tools are now more efficient and personalize experiences at a greater scale. In turn, this fosters a sense of efficiency and care on the consumer side.

Transparency and trust

It is important, however, for companies that use AI and chatbots to understand that transparency is key in the generation of brand trust. Disclosure of AI usage in any marketing material must be of utmost priority if brands wish to remain relevant. Consumers can easily lose their liking if they are not informed whether they are interacting with a machine or a human, or whether the content they are engaging with is “real” or synthetic. In 2023, 40.5 percent of creators globally agreed that there should be a mandatory reveal of AI usage in marketing content.