Younger generations are more drawn to visual quality in AI ads

Key stat: High-quality visuals or graphics would be the highest factor for AI-generated ads to grab the attention of both millennials (45%) and Gen Zers (50%), according to an October survey from Interactive Advertising Bureau (IAB) and Sonata Insights. While celebrity or influencer endorsements would be the least effective way to get millennials (12%) and Gen Zers (17%) to take note.

Beyond the chart:

• 80% of advertisers said they feel at least somewhat positive about using generative AI (genAI) to create ads, according to a survey from IAB and Sonata Insights.
• Almost a third of Gen Zers (32%) said they would trust a company less for using an AI-generated ad, compared with 23% of millennials, per that survey.

Use this chart: Marketers employing genAI in creative can use this chart to strategize what type of ads they should build. Influencer or celebrity agencies can use this chart to defend decisions to navigate talent away from AI-created ads.

Related EMARKETER reports:

• Generative AI for Advertising and Media Strategy (EMARKETER subscription required)
• Advertising Trends to Watch in 2025 (EMARKETER subscription required)

Methodology: Data is from the December 2024 Interactive Advertising Bureau (IAB) and Sonata Insights report titled "The AI Ad Gap: Why Young Consumers Aren't Yet Buying Into Gen AI Ads." 300 US respondents ages 16-43 were surveyed during August-October 2024. 150 respondents were Gen Z (ages 16-27) and 150 were millennials (ages 28-43). In addition, 75 US advertising executives at companies with annual media spend of at least $1 million were surveyed.