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50% of consumers can detect AI-generated content - here’s how to apply the human touch

By Camella Chiang



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May 1, 2024 | 6 min read

AI tools are revolutionizing content creation and streamlining processes, yet consumer preferences for human-centric content challenge marketers to navigate this area carefully, says Bynder's studies.

As the marketing landscape continues to evolve at break-neck speed, so too do the advancements in artificial intelligence (AI), revolutionizing the industry as a whole. When used correctly, these tools can have a profound impact; being utilized to aid content creation, working to streamline processes and helping to replace tasks that don’t necessarily require the human touch. 

It’s no surprise that in 2023, a Bynder study found that 55% of marketers were using AI tools in content production, and we imagine that there will be an even higher percentage today.

However, with great power comes great responsibility, and it’s crucial to discuss best practices within your team.

50% of consumers can detect AI-generated content

One of the most important elements of AI use in 2024 is arguably the human touch. A more recent study we conducted at Bynder shed light on the fact that 50% of consumers could tell the difference between content generated by AI and content created by humans.

This statistic highlighted a pivotal point: AI is becoming increasingly easy to detect. The increasing accessibility of platforms, such as ChatGPT and Bard, has meant that there are no limitations to who can use AI-generated content. Recently we have seen the news of ChatGPT removing the need for user accounts, further lowering barriers to entry. As more consumers experiment with and use AI-generated content, it becomes far easier for them to detect marketing materials created using AI. As the industry grows, this trend will only intensify, which in turn will pose new challenges for marketers.

In a day and age where a post can go viral within the first hour of posting, it is paramount that marketers get their content right in the first instance. Any signs of inaccuracies or content lacking authenticity will shine through, and can easily lead to an erosion of brand trust - something that can be hard to bounce back from.

So, what can be done? To mitigate these risks to brand identity, human impact is required and should shine through, at every point of content generation. This includes everything from initial ideation to final checks and sign-off. Implementing these processes will ensure AI-generated content maintains an alignment with your brand, remaining factually correct and safeguarded from risks that could potentially tarnish your reputation.

52% of consumers felt less engaged reading copy suspected to be AI-written

As humans, we all crave emotional connections, and as marketers, we know it is our role to evoke emotions and tell compelling narratives. Interestingly, in the survey where participants had to choose between two articles without knowing which was AI-generated, 56% expressed their preference for the AI-authored version. However, when asked how they would feel reading copy they suspect was written by AI, 52% said they would feel less engaged.

These findings reflect a desire for consumers to forge a connection to their beloved brands and build that feeling of connection. Therefore, it’s understandable that they would feel disengaged should they discover content to be machine-generated.

In fact, 63% of consumers reported that they would prefer if AI content was disclosed. This raises an important issue that marketers should consider in their practices. Not only does disclosing AI-generated content cater to consumer preferences and build trust and authenticity in your brand, but it is predicted that this may become a legal requirement at some point. This is based on proposed new laws in some areas of the world including the EU’s AI Act and Biden’s Executive order on AI. Although they don’t specifically enforce businesses to disclose AI-generated copy, elements highlight that transparency is encouraged.

Evolving international regulations surrounding artificial intelligence (AI)

In the United States, President Biden issued the first-ever US regulations on Artificial Intelligence through an Executive Order. The order’s aim is to safeguard consumers from potential fraud and deception by implementing guidelines for authenticity and watermarking to clearly label AI-generated content.

The move by the US government to mark their communications as AI-generated, which they hope will “set an example for the private sector,” strongly suggests that the White House hopes private businesses in the US will adopt the same practices.

Americans 10% more likely to detect AI-generated content

Interestingly, Bynder’s Human Touch study revealed that US consumers appear to be the most clued up on signs of AI-generated content, with American participants of our study found to be 10% more likely to detect AI-generated content than their UK counterparts. This statistic coupled with recent legislation, indicates that the US is currently leading in AI awareness and regulation. However, we can almost certainly predict that this will soon emerge in other regions, especially considering developments with the EU AI Act.

The rapid advancements and increased accessibility of Artificial Intelligence are certainly leading to a shifting attitude across the board, with more businesses leveraging AI as a key part of their marketing strategies. While AI offers unparalleled efficiency and potential for marketers, being responsible in AI use is paramount. Despite the fast-paced digital landscape, what remains is the fact that consumers still want to feel that human touch in their brand interactions.

Rather than relying solely on automation, it’s essential to infuse human processes into AI-driven tasks. This ensures that brand ethics are consistently adhered to and marketers are held accountable for content output. In 2024, it’s key to empower marketers to consider disclosing AI use, as this could enhance brand trust amongst consumers, rather than risk exposure. By proactively sharing this information you position your brand as transparent and trustworthy, gaining a competitive advantage in the industry.

Harness the power of AI and automation across your content lifecycle with Bynder’s powerful AI tools. These tools help marketers to supercharge asset discovery, scale content creation, simplify content management and improve content delivery. Utilising AI tools within the digital eco-system ensures your brand’s story is being effectively communicated throughout your team, particularly when AI contributes to content creation.


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