A. Guttmann
Research Lead covering media
Perception of generative artificial intelligence (AI) use in advertising in the United States – statistics & facts
Some may believe generative artificial intelligence (AI) is the future of advertising, but Gen Zers and millennials think it is the present. Nearly three out of four members of Generation Y surveyed in the United States approved of AI-powered advertisements or branded content in 2024, the same share recorded a year earlier. Meanwhile, support among zoomers went slightly up, reaching almost two out of three American Gen Zers. Those generations boosted the U.S. overall approval of brands utilizing AI in ads, which surpassed other marketing-adjacent activities like personalized recommendations and customer service in 2024. However, that green light is not a blank check. The percentage of U.S. adults believing that AI's main purpose was to assist consumers declined between 2022 and mid-2023, while demands for regulation and concerns surrounding "deep fakes" rose. Audiences reckon with the technology's potential for branding, but they want it to be used ultimately in their favor.
