Stat call-out card that says 46% of consumers macau business email list are less likely to buy from a brand that posts AI content
“Consumers don’t want to feel they are being lied to, or like a brand is trying to hide something. If an image is generated with AI—and clearly looks like it—but isn’t disclosed, a consumer may question it. To maintain trust and authenticity, brands should build out frameworks for what needs to be disclosed and when.”
She also urges marketers to think critically about why they’re using AI. Is it to further their creative capabilities and speed up manual processes?
Sarney recalled a recent incident where a lifestyle magazine that had previously been criticized for their lack of diversity created an AI-generated BIPOC staff member. “Their Instagram account was flooded with negative feedback questioning why the company couldn’t just hire a real POC. Commenters called out the shrinking number of jobs for the BIPOC community within the fashion industry and many wondered why—instead of making a fake fashion editor—the company didn’t just hire one.”
There are many use cases that fit under the AI-generated content umbrella, and what makes sense to disclose will vary depending on your brand, industry and risk to the public. But, in general, brands should stay clear of creating AI-generated humans (especially to represent children, the BIPOC community and disabled people) without specifically disclosing they’ve done so and their purpose. They should almost always avoid creating AI content about current events, or that’s heavily inspired by others’ intellectual property. These areas are where the greatest AI risks for brand health—and, more importantly, public safety.
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