Consumer attitudes to AI content generation in social media

Abstract

The rapid advancement of artificial intelligence (AI) has transformed content generation in social media, prompting both excitement and skepticism among consumers. This study explores consumer attitudes toward AI-generated content, drawing on a comprehensive survey of social media users. The survey, conducted across diverse demographics, examines awareness, perception, trust, and engagement with AI-generated content. The results indicate that while awareness of AI content is high, with 88.3% of respondents recognizing it in their social media feeds, attitudes towards such content remain largely negative. Many users perceive AI-generated content as “inhuman” and “boring,” with significant con cerns about authenticity and data privacy. A striking 65% of participants advocate for transparency, urging brands to disclose the use of AI in content creation. Furthermore, trust in AI content is low, with many respondents expressing reluctance to engage with or share AI-generated material, particularly when its origin is disclosed. A case study focusing on Coca-Cola’s AI-generated advertisements underscores potential brand impact, revealing that a majority of users failed to identify AI content and would prefer traditional, human-generated ads. The findings suggest that while AI has potential in content marketing, its acceptance hinges on ethical considerations, transparency, and the ability to complement rather than replace human creativity. This study offers valuable insights for marketers navigating the evolving landscape of AI in social media, highlighting the need for strategies that prioritize consumer trust and authenticity.