Washington State University’s Carson College of Business released a report featuring insights into Americans’ perceptions of AI, mis- and disinformation and ethical and influencer marketing practices in corporations across the country.
Marketing Tech Insights: Techint Labs Unveils Reports on Ads Trends & Opportunities
One of the top findings in the report reveals a majority of Americans (75%) believe businesses committed to ethical marketing practices are more likely to be successful in the long term. However, more than half of Americans (69%) think businesses market as ethically or less ethically than they did five years ago (38% the same, 31% less ethically).
“As AI technologies continue to evolve and become more widely adopted across industries, it’s crucial for marketers to gauge how their audiences perceive these tools,” said Andrew Perkins, professor of marketing at the WSU Carson College of Business. “While AI offers exciting possibilities for personalization and efficiency, businesses must be mindful of potential consumer hesitations. By understanding and addressing these perceptions early, companies can leverage AI responsibly and effectively, avoiding pitfalls that arise from overlooking customer concerns.”
The Carson College report, conducted in collaboration with KRC Research, examines insights into American adults’ perceptions of ethical marketing and other topics, including AI use, mis- and disinformation, brand activism and more.
Key findings include:
- Honesty and transparency drive consumer expectations of what they view as “ethical marketing,” with expectations falling on corporations to ensure accuracy. When asked to explain “ethical marketing” in their own words, 48% of Americans associated the concept with truthful, transparent and upfront messaging.
- Most Americans are worried about AI in marketing and its potential to mislead and hurt consumers. Just 37% of Americans are generally comfortable with marketers using AI.
- Americans are skeptical about AI’s place in marketing. 44% report having encountered AI-generated marketing content, with 42% saying the interaction had a negative effect on their perception of the brand.
- Many Americans are not confident in their ability to identify mis- and disinformation online, with massive gaps in confidence between the generations. Just one in six Baby Boomers are confident they could identify mis- or disinformation.
- Americans expect companies to disclosure AI use in their marketing materials and don’t believe current regulations are sufficient. More than three out of four Americans (76%) agree it is important for companies to disclose their marketing and advertising efforts use AI.
- Americans are broadly uncomfortable with the use of AI within politics. Almost three quarters of Americans (71%) think mis- and disinformation has significantly influenced recent political elections.
Marketing Tech Insights: Anvara Unveils Ad Marketplace for Brands & Agencies
For media inquiries, you can write to our MarTech Newsroom at news@intentamplify.com
Source – Prnewswire
