A recent study by digital asset management firm, Bynder, has uncovered how consumers interact with AI vs human content in 2024.
As more people start to make use of AI, consumer awareness of the tell-tale signs of content which just isn’t human made is prone to increase. To put this to the test, Bynder ran a study to disclose how many individuals can tell when content is written fully by AI and the way this impacts their engagement and opinions of the associated brand.
In a survey of 2,000 UK and US participants, Bynder presented two articles; one written by ChatGPT and one by a trained copywriter. Both had the identical temporary: “Write 300 words on tips on how to clean your automobile”.
50% of consumers can spot AI-generated copy
The study concluded that fifty% of consumers can accurately discover copy that’s AI-generated.
Millennials (aged 25-34) were essentially the most successful at spotting non-human content, aligning with the age of consumers most certainly to make use of AI when creating content.
US consumers are essentially the most clued up on the signs of AI-generated content, with American participants 10% more prone to spot when content is AI-generated than UK consumers. A study in March 2023 found that 58% of US adults have heard of ChatGPT, but 42% have never heard of it. The number of Americans aware of the AI means they usually tend to spot the content it generates.
55% of US participants accurately spotted which copy was written using AI, as compared with 45% of UK-based consumers. A study of UK residents found only 26% have used a generative AI tool, significantly lower than those within the US. This correlates with the findings from Bynder’s study, with UK consumers 10% less prone to spot AI-generated copy as they’re less prone to use an AI tool resembling ChatGPT.
More than half of consumers felt more engaged with AI-generated content
When presented with the 2 articles (without being told which was which) 56% of participants said that they preferred the AI version over the human-made article.
However, when quizzed on their attitudes towards reading copy that they believe is AI-generated typically, 52% of consumers cited that they’ll grow to be less engaged.
Participants aged 16-24 were the one age group to seek out the content created by a human more engaging than the AI-generated version. Of those on this age bracket who had a preference, 55% voted for the human-written article as essentially the most engaging.
The consumers find brands using AI impersonal, study reveals
Participants were asked how they felt about reading AI-generated content on various platforms. In terms of website copy, 26% of participants would feel the brand is impersonal if the copy doesn’t feel human-written, and 20% would feel that the brand is lazy.
Similarly, for social media copy which appears to be AI-generated, 25% of consumers would feel the brand is impersonal, 20% untrustworthy, 20% would feel they’re lazy and 19% would think they’re uncreative.
If a consumer is interacting with a chatbot that they believe is AI-generated over 30% would think the associated brand is impersonal.
Warren Daniels, CMO at Bynder, said: “As AI advances and an increasing number of marketers use it for content creation, it’s necessary that we don’t lose sight of best practice. Our research goes to point out that as AI use increases, an important element of a marketing campaign must be the human touch.”
“AI offers significant advantages for marketers. Each 12 months marketers are faced with the challenge of creating and managing more assets than the 12 months prior, and the ever-advancing AI tools are a revolutionary method to aid this task. However, responsible AI should all the time be prioritised.”
Bynder are the worldwide leaders in Digital Asset Management and offer a spread of AI tools, resembling Content Workflow, as part of their software to support marketers across every part of the method.
Bynder’s Content Workflow module is fully integrated with Bynder’s DAM. It marries editorial content with creative imagery for speed of execution, collaboration and delivery of exceptional content experiences.
Content Workflow enables marketers to profit from the efficiencies of Generative AI inside a platform that facilitates the human touch to make sure all content created is as engaging and performant as possible.
Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.
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