When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness

Generative AI gives advertisers something they have always wanted: more creative output, produced faster and at lower cost. But a new question is emerging. What happens when consumers know that AI was involved?

That question is becoming increasingly relevant as European transparency requirements around certain forms of AI-generated and manipulated content come into effect. The discussion therefore moves beyond whether marketers can use AI. The more interesting question is how AI can be used without reducing the value of the advertising it helps to create.

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