A current study by ARD Media shows: Artificial intelligence has become part of many people’s everyday lives, but is still viewed critically in the media and advertising context. Although one in two people already use AI applications regularly, only 44 percent feel well informed about how to use the technology.
Many respondents are skeptical about the use of AI, particularly in journalism. While AI-supported research and data analysis are generally accepted, fully generated content such as images or videos are largely rejected – 66 percent of those surveyed rate the use of AI as negative. The assessment of AI in advertising is similarly ambivalent. 70 percent of those surveyed have noticed AI-generated advertising at least occasionally, but at the same time the visibility remains limited: 61 percent are often unsure whether a specific advertising measure was created with AI, and 63 percent say that AI-generated advertising is difficult to distinguish from classic advertising. AI can therefore make brands appear more modern, but at the same time affect their credibility.
Those surveyed attach great importance to transparency. 77 percent believe labeling AI-generated advertising is important, and 60 percent say that transparency about the use of AI would increase their trust in a brand. Transparency is developing into an important control instrument for brand management and communication strategy in the context of AI.
ARD Media GmbH is the multimedia-oriented marketing company for the public ARD offerings in Germany. The company sells advertising time and sponsorship for ARD’s television, radio, audio and digital offerings.