Consumers are giving mixed signals about AI content in marketing. People like ads and content that feel useful and relevant, but many are still turned off by marketing that comes across as robotic, emotionally empty, or a little too invasive.
Seventy percent of consumers said they can usually spot an AI-generated ad because it feels like it is “missing its soul,” according to Canva’s “The state of marketing and AI 2026” report. Another 69% worry the future of advertising will become a sea of “AI-generated slop,” and 65% said AI ads are “so obvious it’s laughable.”
The frustration is not limited to ads. More than half of respondents said they are annoyed by AI-generated social posts, machine-personalized emails, computer-generated product photos, AI voiceovers, and AI-written articles.
The report says the problem is less about AI itself and more about how brands are using it. The report warns that pumping out content at scale without strong creative direction could damage trust and push audiences away.
That skepticism is already influencing buying decisions. Seventy-four percent of consumers said they are more likely to buy from an ad they believe was created entirely by humans, and 87% said the best advertising still needs a human touch.
At the same time, consumers also think AI-generated content will soon become impossible to identify. Seventy percent said they believe people eventually will not be able to tell whether an ad was made with AI unless companies disclose it, and more than half expect that shift within the next five years.
Still, consumers are far from rejecting AI altogether.
Sixty-eight percent said they are fine with AI in advertising when it makes ads more helpful or relevant. Throughout the report, consumers responded positively to personalization that feels practical and useful instead of creepy or overly predictive.
Younger consumers are more open to AI-generated content. Among Gen Z and Millennials, 70% said they care more about an ad’s overall “vibe” than how it was created, and 69% said they do not mind AI polish as long as real people are involved.
Consumers also responded well to personalization with clear benefits. Eighty-one percent said they value ads that help them save money, 80% prefer ads in their local language, and 77% want advertising that feels locally relevant.
Timing plays a role, too. Sixty-five percent said they appreciate ads that show up at the right moment or in the right context.
Where brands lose people is when personalization feels intrusive. Fifty-eight percent said they do not want companies using AI to predict what they want before they ask for it, while 52% said ads feel “too personal” when they seem to know what someone is about to buy before they even search for it.
Consumers were also clear about what would make them trust AI-generated advertising more. Fifty-three percent said protecting user data is the most important factor. Another 52% want brands to disclose when AI was used, and 37% want the option to opt out of AI-generated ads altogether.
The full report can be found here. (Registration required)
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