Most Consumers Can Spot AI-Generated Content — Here’s What Marketers Should Know
New studies show that people are getting really good at noticing when content is made by AI—whether it’s a photo, a painting, or even an article.
If you’re a marketer or content creator, this could change how you use AI in your strategy.
Let’s break it down 👇
📸 Study #1: People Can Spot AI Images Easily
A study by digital marketing expert Joe Youngblood asked over 4,000 people in the U.S. to look at real photos next to AI-generated ones. On average, 71.6% of people correctly picked out the AI image.
Some types of images were even easier to detect:
- 👩🎤 Scarlett Johansson as Black Widow (celebrity): 88.8%
- 🌄 Italian countryside (nature): 88.5%
- 🐣 Baby peacock (animals): 88.0%
- 🪐 Jupiter (space): 83.6%
But not all AI images were obvious:
- 🗼 Eiffel Tower: only 18.1% spotted the fake
- 🎨 George Washington painting: 50.9%
So, even though AI is getting better, most people can still tell what’s real and what’s not.
✍️ Study #2: AI-Written Content Is Also Easy to Spot
A separate study by Hookline& asked 1,000 Americans about AI-written content. The results?
- 🧠 82.1% said they can detect AI-written text at least some of the time.
- 👶 Among younger adults (22–34), that number jumps to 88.4%.
- 🚫 Only 11.6% said they never notice AI content.
Hookline& CEO Christopher Walsh Sinka summed it up:
“Writers and brands aren’t sneaking AI-generated content past readers.”
🚨 Why This Matters for Brands
If people can easily spot AI content, what happens to your brand’s image?
According to the studies:
- 50.1% of people think less of writers who use AI.
- 40.4% view brands more negatively when they use AI content.
- Only 10.1% would view those brands more positively.
📉 Older consumers (ages 45–65) were especially critical. Nearly 1 in 3 said they don’t like AI-written content at all.
✅ When Is AI OK to Use?
It’s not all bad news. People are more open to AI being used behind the scenes for things like:
- 🧠 Brainstorming (53.7%)
- 🔍 Research (55.8%)
- ✂️ Editing (50.8%)
- 📊 Data analysis (50.1%)
In the image study, people said it’s fine to use AI for fun stuff like:
- Memes
- Cartoons
- Diagrams
- Video game artwork
But for serious content (like ads or blog posts), they still prefer human-made work.
🔍 What Should Marketers Do Now?
If you’re using AI for content, here’s how to move forward smartly:
- Be Honest: Most people can spot AI anyway, so be transparent about using it.
- Put People First: Let AI help with research and editing, but keep humans in charge of creative work.
- Focus on Quality: Real, thoughtful content still builds more trust.
- Know Your Audience: Younger users are more chill about AI—older users, not so much.
👇 TL;DR
- 🧠 Most consumers can tell when content is made by AI.
- 📉 AI content may hurt your brand image—especially with older audiences.
- ✅ People are OK with AI for research, editing, and memes.
- 🧑💻 Let humans handle the creative side to keep your brand trusted.
Bottom Line:
AI is a powerful tool, but people know when you use it—and they care. Use it smartly to support your work, not replace your creativity.
