Why AI can't match human creative work
A recent study reveals that consumers generally prefer human-generated ads over AI-generated ones, despite often being unable to distinguish between the two. Human-made advertisements were found to be significantly more effective in driving sales and brand health compared to their AI counterparts. The research suggests that while AI can replicate existing advertising conventions, it lacks the creativity and emotional resonance that human creators bring to their work.
- ▪Only 25% of viewers were confident that ads were AI-generated, indicating difficulty in distinguishing between human and AI content.
- ▪Human-generated ads outperformed AI ads by 14% in short-term sales impact and 17% in long-term brand health.
- ▪Content classified as human-written appeared in the top spot in search results 80% of the time, compared to just 9% for AI-generated content.
Opening excerpt (first ~120 words) tap to expand
Even when people can’t tell the difference between human and AI content, they usually prefer the human, studies show. Credit: Rob Schultz / Shutterstock It’s hard for people to tell the difference between AI-generated advertising and writing. So why do they respond better to the human-made stuff? AI vs. Mad Men Ipsos, along with faculty members from Syracuse University’s S.I. Newhouse School of Public Communications, just published a unique advertising study. They took 20 real ads from major brands, including Cheerios, Chewy, Febreze, Fiat, H&M, Old Navy, Herbal Essences, Ray-Ban Meta, TurboTax and Visa. They fed the same creative briefs used by the human ad creatives into Google Gemini, then used OpenAI’s Sora to generate fully AI-produced counterparts with no human intervention.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Computerworld.
