Consumer Attitudes Toward AI-Generated Ads

As Gen AI continues to push the boundaries of creative industries, NielsenIQ unveiled new research on how the consumer brain processes AI-generated advertisements. The study highlights critical implications for advertisers navigating the opportunities and challenges of this technology.

“Brands and agencies are innovating at a rapid pace, leveraging AI-generated content in their advertising. They need to be cautious, as our study reveals that consumers are quite sensitive to the authenticity of ad creatives, both at the implicit (nonconscious) and explicit (conscious) levels. Brands must prioritize insights-led creative evaluation to produce effective ads,”  said Ramon Melgarejo, President of Strategic Analytics & Insights at NIQ.

Among the findings, the study highlights negative brand halo. Consumers intuitively identified most of the AI-generated ads, perceiving them as less engaging and more “annoying,” “boring,” and “confusing” than traditional ads. These sentiments suggest that AI-generated ads may create a negative halo effect that could dampen consumer perceptions of both the ad and the brand.

The study also found that AI-generated ads have weak memory activation. AI-generated ads—even those perceived as “high quality”—elicited weaker memory activation in the brain, compared to traditional ads. This reaction suggests a misalignment between the content and existing memory structures—a gap that could impede consumers’ motivation to act.

By drawing from pre-existing visual and conceptual representations, AI-generated ads successfully reinforced existing brand associations. Coupled with the negative halo effect, however, this benefit could be outweighed by overall negative perceptions. Low-quality visuals in AI-generated ads increase the cognitive effort required to process them, distracting from the intended message. High-quality execution is essential for effective storytelling and brand communication.

“As advertisers experiment with generative AI to streamline ad creation and reduce costs, this research provides critical guardrails,” said Marta Cyhan-Bowles, Chief Communications Officer and Head of Global Marketing at NIQ. “Our neuroscience-driven approach reveals how consumers nonconsciously process AI-generated content and highlights the fine line between innovation and discomfort.”

She cautioned that while AI offers exciting potential for early-stage ideation and brand asset testing, poorly executed AI content can harm brand equity. Although this emerging technology may not immediately replace traditional ad creation, its capabilities can still enhance creative processes when thoughtfully integrated. AI is also driving marketing efficiencies in long-term consumer-focused product development, offering deeper insights into customer preferences. It is closing the gap between businesses and customers by enhancing the understanding of consumer preferences.