In a recent survey nearly half (46%) of Instagram and Pinterest users, and 45% of TikTok, Snapchat, LinkedIn and YouTube users claim they would feel ‘indifferent’ if they discovered content they liked was made using AI tools.
However, GWI’s latest Social Media Report for 2025 reveals that the reception to AI-branded content definitely isn’t one-size-fits-all: it seems audience attitudes vary significantly depending on the platform it’s on.
For instance, nearly a quarter (24%) of TikTok scrollers say they’d like the content more if it was AI-generated — but half (50%) of BeReal users, 41% of Reddit users, and 36% of X users aren’t as ready for AI generated content, claiming they’d like it less.
Chris Beer, Senior Data Journalist at GWI, said: “AI has an obvious appeal to marketing, social, and creative teams, because it is fast, scalable, and relatively inexpensive. However, the best plan isn’t to hand all of the reins over to automation. The smartest companies are using AI to support human creativity, not replace it. Ultimately, with views on AI generated content being mixed, brands don’t want to risk negative backlash where culture is shaped — on social media.”
GWI data shows that over half (54%) of consumers say TikTok is the most influential platform for shaping cultural trends, from fashion and music to viral moments and online conversations. Close behind, 53.5% say Instagram plays a key role, and half (50%) claim YouTube’s long-form videos and creator communities drive a lasting influence.
With these platforms clearly spearheading online trends and influence, it is important for brands to understand how to leverage their AI generated branded content without deceiving or annoying consumers.
GWI data shows that consumers are happy to engage with AI-powered tools when it improves their experience, and that people are more likely to accept AI-branded content when it’s clearly labelled as such.
But when AI is used carelessly, or replaces originality, personality, and craft, it quickly becomes obvious.
Beer added: “Brands can stay ahead of the curve by tailoring content to the platform at hand. For example, Maybelline’s mascara CGI video was a viral TikTok sensation, but the same concept on X might have flopped. If you manage to jump on an AI-generated trend before it passes by, you could hit the jackpot.
“With shrinking teams and tighter timelines, knowing where AI content will land well, and where it won’t, helps marketing teams prioritise better. AI can absolutely support creativity, but it has to serve the audience first, not just the algorithm. Be smart, yet creative with it, and you’ll stay ahead of the game.”
Photo by Christian Wiediger on Unsplash
