The news: 63% of global consumers say AI tools make their online experiences better, per DoubleVerify and Sapio Research. However, consumer response to those AI experiences depends on context and how well AI is used.

• 43%—the largest share—say brands’ use of AI to create poorly made or “uncanny” content in ads hurts their opinion of the brand.
• 33% view polished, professional AI ads positively, though 40% feel neutral about them.
• 43% feel negatively toward a brand when they see one of its ads near low-quality AI content, a similar share to the 40% who feel positively when ads are near high-quality AI content.

What it means: Consumers are becoming more comfortable with AI-powered digital experiences, but acceptance is conditional.

They are less forgiving of implementations that feel poorly executed or unfinished, requiring brands to ensure AI experiences are well-polished and relevant before deploying.

AI quality is turning into a marketing variable on its own as decisions about AI-generated creative, publisher selection, and content adjacency can all influence brand perception. That adds another factor to optimize alongside traditional metrics like reach, viewability, clicks, and impressions.

Recommendations for marketers: Consumers’ comfort with—and scrutiny of—AI outputs requires creative, strategy, brand development, and governance teams to collaborate closely, since each contributes to the same consumer outcome.

• Test AI-generated creative with consumers before launch and provide opportunities for feedback.
• Prioritize high-quality publisher environments.
• Use AI to supplement, not replace, human-led creative to ensure quality doesn’t suffer.