As generative artificial intelligence reshapes digital content creation, advertisers are increasingly evaluating how their brands appear alongside AI generated media. A new study from Zefr and OM Media Trials provides one of the first detailed looks at the brand impact of ad adjacency to AI generated content, revealing that not all AI environments carry the same level of risk or opportunity for marketers.
Zefr, a provider of brand suitability technology for social platforms, partnered with OM Media Trials to release research titled AI Slop or Not? Navigating the Risks and Opportunities of Ad Adjacency to AI Generated Content. The study analyzed consumer responses to advertising placed next to different types of AI generated videos and images, offering insight into how audiences interpret brand presence in these emerging environments.
The research was conducted across the United States and Canada and examined how viewers perceive AI content and its association with brands. Unlike most studies in the space, which focus on how companies use AI in marketing creative, this analysis explores the real world impact of placing advertisements adjacent to AI driven content.
The findings suggest that labeling all AI generated media as problematic oversimplifies the issue. According to the report, the context and quality of the AI content significantly influence brand outcomes. Some environments can strengthen advertising effectiveness, while others introduce reputational risk.
“AI content is rapidly becoming unavoidable for advertisers, but treating all AI as a single risk category is both inaccurate and limiting,” said Jon Morra, Chief AI Officer at Zefr. “This research shows that some AI environments can drive positive brand outcomes, while others introduce real brand risk. The difference lies in the type of AI content and how it aligns with brand values.”
The study also highlights a broader challenge facing digital media. As AI generated imagery and video proliferate online, many consumers struggle to distinguish between human created and AI produced content. The research found that 32 percent of people mistakenly believe human created material is AI generated. Audiences most frequently misidentify AI content involving public figures or sexualized imagery as authentic.
Despite concerns about misinformation, the study indicates that AI generated content is not inherently harmful for advertisers. In categories such as satire, humorous storytelling, and creative expression, advertisements appearing alongside AI generated media produced improvements in ad recall and perceptions of brand innovation. These results suggest that certain AI driven environments can enhance brand engagement when content aligns with brand values.
At the same time, negative outcomes were more closely linked to misleading or spam like AI content and situations where viewers felt uncertain about the authenticity of the material. Consumer expectations also play a role in brand perception. According to the research, 81 percent of respondents say there is at least one type of AI generated content that brands should avoid appearing next to.
Transparency emerged as another key factor influencing brand outcomes. The study found that 41 percent of consumers respond more positively to brands when AI generated content is clearly labeled. When audiences cannot determine whether content is AI created or human produced, metrics such as trust, favorability, and purchase intent decline.
“AI content is only going to become more prevalent in the months and years ahead,” said Kara Manatt, EVP of Intelligence Solutions at OM Media Trials. “The solution is not to shut off an entire category of content, but to give brands the control and intelligence to align with the right AI environments, and avoid the ones that create risk.”
The findings underscore the growing importance of understanding brand impact of ad adjacency to AI generated content as generative tools become widely adopted by creators and platforms. For advertisers navigating this evolving landscape, context, transparency, and content quality may prove essential in maintaining brand safety while capturing new engagement opportunities.
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