Download the Report: Consumer Attitudes Toward AI in Marketing and Advertising


Report: Consumer Attitudes Toward AI in Marketing and Advertising

October 2023

Report summary

This report provides survey research and analysis on how and when consumers think artificial intelligence should be used to promote brands, products and services.

Generative artificial intelligence programs are appealing tools for marketers, communicators and advertisers. But consumers have some concerns about the integration of generative AI tools in marketing and advertising. On the one hand, consumers feel that companies that integrate AI into their workflows are innovative and forward-thinking. On the other, they acknowledge that these integrations must come with conditions.

The vast majority of U.S. adults support labeling requirements for AI generations, specifically for a wide range of applications in marketing. And when an ad isn’t clearly labeled as being AI-generated, it risks causing alarm among the people who see it.

Key Takeaways

  • People are more familiar with AI marketing terms. Consumers are more likely to recognize AI buzzwords than they were six months ago, but interest is lagging.
  • AI integrations are considered innovative. Consumers, particularly millennials, describe companies that integrate AI into their operations as “forward-thinking.”
  • Consumers support labeling AI generations. Most U.S. adults favor labeling AI generations, including a dozen specific use cases in marketing and advertising.


Morning Consult Research Intelligence data featured in this report draws from a survey fielded Oct. 6-8, 2023, among 2,209 U.S. adults. It also includes data from monthly surveys conducted from February 2023 to October 2023 among roughly 2,200 U.S. adults per month.

All survey interviews were conducted online, and the data was weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the surveys have a margin of error of +/-2 percentage points.

About the author

A headshot photograph of Jordan Marlatt
Jordan Marlatt
Lead Tech Analyst

Jordan Marlatt previously worked at Morning Consult as a lead tech analyst.