The news: Labeling video ads as AI-generated does not hurt how the ad performs, according to a recent MediaScience study. The findings come as AI becomes increasingly prevalent in modern video advertising.

• MediaScience tested four labeling approaches across 900 US respondents: A text label appearing in the first three seconds of a video ad, a delayed text label lasting from seconds four through six, a full-duration label, and a full-duration icon.
• The findings showed no significant decline across all four models in brand choice, brand recognition, ad memory, brand attitude, ad liking, or perceived production quality versus the standard, no-label control.

Zooming in: The majority of consumers don’t immediately feel negatively about AI in ads. EMARKETER data from March 2025 showed that, across generations, those who noticed AI-generated ads did not report disliking them more.

• Fewer than 25% of adults overall said it made them dislike it more; younger generations were even less likely to feel that way.
• In contrast, consumers across generations were more likely to say they liked ads more after discovering AI was used: 44.1% overall said so, including 57.3% of millennials and 49.5% of Gen Zers.