The news: As opportunities for AI-powered ads grow, consumers remain hesitant and can even be turned off by a brand using the technology.

• Just 12% of US adults would be more likely to buy a product from a brand if they knew it used AI in its advertising, per CivicScience.
• Less than a quarter (22%) positively view brands that use AI-powered advertising, compared with 37% who view them negatively.

Generational divide: While generative AI (genAI) in advertising isn’t widely embraced, younger generations are more accepting. Gen Zers are leading the pack in trust and comfort.

• 18% of US adults between the ages of 18 and 29 would be more likely to buy a product if they knew the brand uses AI in its ads, per CivicScience, compared with 1% of adults over 65.
• However, roughly one-third of all adults between the ages of 18 and 64—and 42% of those over 65—would be less likely to make a purchase.

The opportunity: Brands should target genAI-driven ad campaigns more heavily toward Gen Zers, who show more openness to the tech. Use more traditional, less AI-reliant messaging when trying to reach older, more skeptical audiences.

Room for change: Despite that negative perception, the outlook is shifting. Some consumers even see possible benefits.

• The share of consumers who say they’re not OK with AI in ads dropped slightly to 46% in 2025, from 49% in 2024, per Attest.
• 38% believe it can make advertising more creative.

The opportunity: A/B testing genAI-created versus human-made campaigns will help brands track changes in consumer trust and perception over time.

Varying trust: Consumers are more comfortable with AI-powered ads in some subjects versus others.

• About half (52%) of women and 41% of men aren’t OK with AI-generated models, per Attest, potentially due to the risk of promoting unrealistic beauty standards.
• 45% of US adults are comfortable with AI-generated content in education and entertainment, per Washington State University, but only 22% are comfortable with its use in political ads.

The opportunity: Use AI selectively and thoughtfully, and ensure that visuals of people are inclusive and realistic.

Our take: Transparency and careful application of AI are key to avoid alienating users and build trust with consumers. Brands should introduce AI slowly by starting with prototyping ideas and generating backgrounds before diving into full-scale AI ad creation.