An overwhelming 62% of consumers are less likely to trust content on social media if they know it was generated using AI. That's from a Hootsuite Social Media Survey in 2024.
So I came across a very interesting Gallup survey from April this year, conducted by the Walton Family Foundation and GSV Ventures which explored attitudes surrounding AI, with a focus on Gen Z audiences.
So while most Gen Z'ers use the tech on a regular basis, there's been a stagnation in overall adoption. I think this is a sign of a broader problem across more demographics we're seeing with the proliferation of AI.
Some interesting highlights
- In the past year, growth in AI adoption has only increased 4%, and excitement in the tech dropped 14%.
- 31% have anger towards AI — and that's up from a massive 22% from the year before. That's big.
- And anxiety is high with around 40% feeling uncomfortable about the trajectory of AI.
Stephanie Marken, a senior partner at Gallup had this to say:
“Gen Z isn’t rejecting AI outright, but they are reassessing its role in their lives. What we’re seeing in the data is a generation that recognises AI’s utility but is increasingly concerned about its long-term impact on learning, trust and career readiness"
So why does this matter and why should your brand think very carefully about how AI is used for content — or any kind of media creation?
I think it comes down to the A word... authenticity.
We're very good at sniffing out when someones insincere or performative, and the same is true with businesses and generative media.
Again, 62% of consumers don't trust content generated by AI.
I believe the best brands understand their audience, and really the human condition. This is conveyed in copywriting, advertising creative and media outputs more broadly.
But machines don't understand these finer parts of what it means to be human. AI's are developed on massive training sets of data, to form this kind of distilled average, sum of all parts, but the human condition itself isn't so cut and dry.
So if you're over relying on AI to generate content, rather than say, leveraging it as a tool to support human creation, you run the risk of your audience feeling alienated because you're not meeting them at their level.
Alright, so what?
Well, in a world where AI is being built into every facet of digital life, I believe that humanity and sincere connection will be a larger competitive moat for the most successful, self reflective brands.
By all means, use AI, but be aware of the risks to brand perception. Overwhelmingly we don't value machine generated stuff — so don't be afraid to show the real, authentic side your business... I really think this will be a defining point going forward.
That can be real photos, videos, interviews and written content that maybe isn't this ultra manicured version developed by Claude or ChatGPT.
AI tools have become immensely useful and the rate of change is to be fascinating on so many levels.
But let's keep it real.
