The transition from legacy media to digital platforms is full of conflicting signs from audiences in the United States. In 2024, around two-thirds of consumers surveyed in the world's largest advertising market reported that social media platforms like Instagram and TikTok were the
them. That study allowed multiple responses. Meanwhile, a 2023 poll asked
. TV ranked first, mentioned by over one-quarter of respondents, followed by the internet and social media. Besides the appropriate medium, an
may also benefit from the right tone. As of late 2023, more than half of U.S. consumers preferred ads that made them laugh and feel entertained. Almost 50 percent enjoyed messages that motivated and inspired them.
U.S. consumers' take on generative AI in ads
The mass release of solutions such as ChatGPT, DALL-E 2, and Bard has expanded the possibilities for advertising creativity even further, with generative artificial intelligence potentially playing an increasingly important role in the industry – and many consumers are aware of that. Over half of those surveyed in 2023 reported
feeling uncomfortable with AI-targeted advertising. Similarly, a 2024 study suggested that most U.S. adults
support brands using GenAI for designing products and creating ads but are less enthusiastic about its usage for personalized recommendations and customer service.
American consumers' perception of generative AI use in ads has changed: The view of the technology's main purpose as to assist shoppers declined, while expectations for regulation and concerns surrounding "deep fakes" increased.
U.S. Gen Zers' relationship with advertising
Born between the late 1990s and the early 2010s, the youngest generation currently at working age and the first group of digital natives deviates from the national average.
Gen Z is more receptive to social media ads than TV commercials, according to a 2023 survey. Another study that year showed that
Gen Zers pay more attention to ads on their socials than on any other media, with less than 10 percent reporting paying most of their attention to outdoor, print, and radio ads.
Generation Z expects marketing tactics to be more creative and genuinely include sustainable practices. The transition to a new era in advertising will require not only a shift in media but also in messages.
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