Consumers are giving mixed signals on AI content in marketing. People like ads and content that seems useful and relevant, but many are still put off by marketing that seems robotic, emotionally empty, or a little too invasive.
Seventy percent of consumers said they can usually spot an AI-generated ad because they feel like it “lacks its soul,” according to Canva’s “The State of Marketing and AI 2026” report. 69% fear the future of advertising will become a sea of “AI-generated garbage,” and 65% say AI-powered ads are “so obvious it’s laughable.”
The frustration isn’t limited to ads. More than half of respondents said they are annoyed by AI-generated social posts, machine-personalized emails, computer-generated product photos, AI voiceovers, and AI-written articles.
The report says the problem lies less with AI itself and more with how brands use it. The report warns that releasing content at scale without strong creative direction could damage trust and alienate audiences.
This skepticism is already influencing purchasing decisions. Seventy-four percent of consumers say they are more likely to buy from an ad they believe was created entirely by humans, and 87% say the best ad still requires a human touch.
At the same time, consumers also believe that AI-generated content will soon become impossible to identify. Seventy percent said they think people ultimately won’t be able to tell if an ad was made with AI unless companies disclose it, and more than half expect this to change in the next five years.
However, consumers are far from completely rejecting AI.
Sixty-eight percent said they are OK with AI in advertising when it makes ads more useful or relevant. Throughout the report, consumers responded positively to personalization that seems practical and useful rather than scary or overly predictive.
Younger consumers are more open to AI-generated content. Among Gen Z and millennials, 70% said they care more about the overall “feel” of an ad than how it was created, and 69% said they don’t mind perfecting AI as long as real people are involved.
Consumers have also responded well to personalization, with clear benefits. Eighty-one percent said they appreciate ads that help them save money, 80% prefer ads in their local language, and 77% want advertising that seems locally relevant.
Timing also plays a role. Sixty-five percent said they appreciate ads that appear at the right time or in the right context.
Where brands lose business is when personalization feels intrusive. Fifty-eight percent said they don’t want companies using AI to predict what they want before asking, while 52% said ads seem “too personal” when they seem to know what someone is about to buy before they even search for it.
Consumers were also clear on what would make them trust AI-generated advertising more. Fifty-three percent said protecting user data was the most important factor. 52% want brands to disclose when AI was used, and 37% want the option to opt out of AI-generated ads completely.
The full report can be found here. (Registration required)
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