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Attributes of brands using generative artificial intelligence (GenAI) in their advertisements according to advertisers and Gen Z/millennial consumers in the United States as of January 2026

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Sources

Release date

January 2026

Region

United States

Survey time period

October 2025 to January 2026

Number of respondents

606*

Age group

16-43 years

Method of interview

Online survey

Supplementary notes

* The source surveyed 501 Gen Z (aged 16 to 27) and millennials (28-43) consumers who had engaged with advertisements, as well as 104 U.S.-based ad industry executives working for companies with annual media spending equal to or above one million U.S. dollars.

Multiple answers were possible.

Citation formats

Attributes of brands using GenAI ads for advertisers and consumers in the U.S. 2026

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 4, 2026

As of early 2026, roughly ** percent of advertisers surveyed in the United States used the attribute "creative" to describe a brand using generative artificial intelligence (GenAI) in its advertisements. Around ** percent of responding Gen Z and millennial consumers used the same term. Meanwhile, ** percent of consumers surveyed chose the attribute "manipulative" to describe such a brand, versus ** percent of responding advertisers.

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