IAB and Sonata: Bridging the AI Ad Perception Gap: Strategic Imperatives for Enterprise Leaders
IAB — 2026 — Consumer Behavior
The research conducted by IAB and Sonata Insights reveals a significant disconnect between advertiser optimism regarding AI-generated ads and consumer skepticism, particularly among Gen Z and Millennials. While 83% of advertisers utilize AI in their creative processes, only 45% of younger consumers view these ads positively. The study emphasizes the importance of strategic disclosure to build trust and enhance engagement, suggesting that clear communication about AI usage can positively influence purchase likelihood among consumers.
Key Statistics
- 83% of ad executives now utilize AI in the creative process
- Only 45% of Gen Z and Millennial consumers feel positive about AI-generated ads
- 89% of advertisers using generative AI for ads disclose at least sometimes
Key Takeaways
- Implement clear disclosure policies for AI-generated content to build consumer trust.
- Integrate disclosure mechanisms into creative workflows to ensure consistency and transparency.
- Train marketing and legal teams on the importance of AI disclosure to align with consumer expectations.
Cite as: IAB. (2026). IAB and Sonata: Bridging the AI Ad Perception Gap: Strategic Imperatives for Enterprise Leaders. Retrieved from https://research.agilebrandguide.com/research/iab-and-sonata-bridging-the-ai-ad-perception-gap-strategic-imperatives-for-enterprise-leaders