The news: User-generated content (UGC)—defined as organic content from everyday users rather than content posted by brands, agencies, or paid partners—is proving critical for reaching key demographics.

Seventy percent of Gen Z consumers state that UGC is very helpful to their buying journey, while 60% of consumers overall state that UGC is the most genuine form of advertising, per a dcdx report—emphasizing the need for authenticity in digital ad content.

Why audiences prefer UGC: For audiences, authenticity is the clear winner in advertising. Over 30% of US adults state that AI in ads makes them less likely to choose a brand. Thirty-seven percent view brands using AI-powered advertising negatively and nearly two-thirds feel uneasy about AI-generated ads.

But beyond a distrust in AI in advertising, audiences like Gen Z prefer UGC because it comes directly from real consumers, making it more authentic and relatable than traditional advertising and increasing a brand’s trustworthiness. And by centering customer experiences, UGC fosters a sense of community and engagement around a brand.

Marketer preferences: Audiences aren’t alone in this preference. Even amid the rise of AI in advertising, marketers overwhelmingly prefer authentic UGC for audience engagement:

• 78% of marketers worldwide state that UGC is important to social media strategies, while 36% state that UGC is “extremely important.”
• Meanwhile, only 28% of marketers state that AI-generated content is important to social media strategies, while the overwhelming majority (72%) say that AI is not at all important.
• For marketers, UGC is cost-effective and essentially free aside from any incentives offered and the time spent coordinating campaigns. That makes it both a highly effective marketing tool and an affordable option for smaller advertisers to reach key audiences active on social media.

What marketers can do: Prioritize UGC across advertising strategies, especially on social platforms where consumers overwhelmingly seek real experiences and peer recommendations. Encouraging customers to share authentic reviews, testimonials, and product demos while amplifying that content through paid and organic campaigns will help brands showcase credibility.

AI can play a supportive role by helping to identify high-performing UGC, analyzing audience sentiment, and personalizing content delivery—but shouldn’t replace the human touch that audiences value most.