AI Disclosure Becomes Mandatory: What Does That Mean for Your Advertising?

AI Disclosure Becomes Mandatory: What Does That Mean for Your Advertising?

Initial findings on how consumers respond to AI transparency in commercials.

The new European transparency rules make the discussion about AI in advertising more relevant than ever. Many marketers are wondering what happens when it’s clearly stated that AI was used. Will consumers lose interest? Will the commercial become less appealing? Or will the disclosure have a negative impact on the brand?

Most marketing teams assume that viewers tune out as soon as they hear it. Validators tested this across multiple industries and 18 measured characteristics, using commercials that were either fully AI-generated or partially AI-generated.

Tycho Slors, an insights consultant at Validators, shares what the initial data reveals.

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