Shocking Truth: Consumers Can Easily Spot AI-Generated Content!

Two new studies reveal that most consumers can easily identify AI-generated content, both images and text. This finding may surprise many marketers.

Consumers Identify AI-Generated Images

A study by digital marketing consultant Joe Youngblood found that U.S. consumers correctly spotted AI images 71.63% of the time when shown real photos alongside AI versions. The study surveyed over 4,000 Americans of various ages.

Youngblood states:

“When asking them to determine which photo was real and which one was AI, over 70% of consumers on average could correctly select the AI generated image.”

Detection rates varied by image type:

• Celebrity images (Scarlett Johansson as Black Widow): 88.78% identified correctly
• Natural landscapes (Italian countryside): 88.46% identified correctly
• Animal photos (baby peacock): 87.97% identified correctly
• Space images (Jupiter): 83.58% identified correctly

However, some images were trickier to detect, with only 18.05% correctly identifying an AI version of the Eiffel Tower.

Similar Skepticism Toward AI-Written Content

A separate report by Hookline& surveyed 1,000 Americans about AI-written content, revealing:

• 82.1% can spot AI-written content at least some of the time.
• For those aged 22–34, the rate rises to 88.4%.
• Only 11.6% of young people say they never notice AI content.

Christopher Walsh Sinka, CEO of Hookline&, stated:

“Writers and brands aren’t sneaking AI-generated content past readers.”

Reputational Risks for Brands and Writers

Both studies highlight the risks of using AI in content:

• 50.1% would think less of writers who use AI.
• 40.4% would view brands negatively if they use AI-generated content.
• Only 10.1% would view brands more favorably.

Older consumers (ages 45–65) were particularly critical, with nearly 30% expressing dislike for AI-written content.

Acceptable Use Cases for AI

Despite the caution, both studies indicate that some uses of AI are acceptable:

• Brainstorming ideas (53.7%)
• Conducting research (55.8%)
• Editing content (50.8%)
• Data analysis (50.1%)

In the image study, consumers may accept AI for informal uses like memes and cartoons but prefer real images for significant decisions.

What This Means

These studies provide guidance for incorporating AI-generated content in marketing:

1. Be Transparent: Honesty about AI use may help maintain trust.
2. Focus on Quality: Professionally produced content is seen as more reliable.
3. Use AI Wisely: Save AI for research and editing, allowing people to handle creative decisions.
4. Know Your Audience: Younger consumers may be more accepting of AI than older groups.

Future marketing campaigns should consider how well consumers can detect AI content and adjust strategies to maintain trust and credibility.