Key stat: US adults’ preference for human-created content has increased from 2023 to 2025, particularly when it comes to movies for streaming networks or theatrical release, according to data from Ipsos.

Beyond the chart:

• 35% of US adults say AI-generated works of art, books, new stories, movies, or TV animations are “not real art,” according to a March 2025 survey from Ipsos.
• However, over half (57.3%) of millennials and 49.5% of Gen Zers say knowing an ad or piece of sponsored content was created by AI makes them like it more, according to an April 2025 EMARKETER survey.

Use this chart: Audience preferences aren’t one-size-fits-all. For marketers, this means tailoring your approach: Lean into human authenticity for older or trust-conscious audiences, but don’t shy away from spotlighting AI-driven creativity when targeting younger demos. Transparency is key—let people know how content is made and why it matters.

Related EMARKETER reports:

• How Consumers Perceive GenAI in Media (EMARKETER subscription required)
• AI and the Creator Economy (EMARKETER subscription required)

Note: Respondents were asked, "As you may know, AI tools are already being used to create text, images, videos, and movies. For each of the following, please indicate how much you would prefer human-driven content or AI-driven content."

Methodology: Data is from the August 2025 Ipsos report titled "People Still Largely Prefer Humans to Create Content, Not AI." 1,085 US adults were surveyed online during July 29-30, 2025 via the Ipsos Consumer Tracker.