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AI-generated content is everywhere – but does it resonate with consumers?

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

GenAI demand to hit $644bn this year

Global generative AI (GenAI) spending is expected to total $644 billion in 2025, an increase of 76.4% from 2024, according to a forecast by Gartner.“Expectations for GenAI’s capabilities are declining due to high failure rates in initial proof-of-concept (POC) work and dissatisfaction with current GenAI results,” said John-David Lovelock, Distinguished VP Analyst at Gartner. “Despite this, foundational model providers are investing billions annually to enhance GenAI models’ size, performance, and reliability. This paradox will persist through 2025 and 2026.

“Ambitious internal projects from 2024 will face scrutiny in 2025, as CIOs opt for commercial off-the-shelf solutions for more predictable implementation and business value. Despite model improvements, CIOs will reduce POC and self-development efforts, focusing instead on GenAI features from existing software providers.” said Lovelock.

GenAI spending is poised for significant growth across all core markets and submarkets in 2025 (see Table 1). GenAI will have a transformative impact across all aspects of IT spending markets, suggesting a future where AI technologies become increasingly integral to business operations and consumer products.

Table 1. Worldwide GenAI Spending Forecast (Millions of U.S. Dollars) 

 

 

 

 2024 Spending

 

 2024 Growth  (%)

 

 2025 Spending

 

 2025 Growth  (%)

Services  10,569 177.0 27,760 162.6
Software 19,164 255.1 37,157 93.9
Devices 199,595 845.5 398,323 99.5
Servers 135,636 154.7 180,620 33.1
Overall GenAI 364,964 336.7 643,860 76.4

Source: Gartner (March 2025)

GenAI spending in 2025 will be driven largely by the integration of AI capabilities into hardware, such as servers, smartphones and PCs, with 80% of GenAI spending going towards hardware.“The market’s growth trajectory is heavily influenced by the increasing prevalence of AI-enabled devices, which are expected to comprise almost the entire consumer device market by 2028,” said Lovelock. “However, consumers are not chasing these features. As the manufacturers embed AI as a standard feature in consumer devices, consumers will be forced to purchase them.”

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AI assistants set to pull people away from using branded apps as on-device consolidation looms

By 2027 mobile app usage will decrease by 25% due to AI assistants – instead, smartphone users will turn to AI assistants, such as Apple Intelligence, ChatGPT, Google Gemini, Meta AI, and others to replace apps for many functions.

That’s according to analysts at Gartner, who say in addition to the impact of AI assistants, apps will be consolidated across separate brands and companies, creating mobile app partnerships or consortiums to reach more users per app at scale and defray the cost of creation and maintenance.

“CMOs should begin scenario planning for the impacts of decreased mobile app usage,” saidEmily Weiss, Senior Principal for the Gartner Marketing Practice. “Brands with low app engagement and retention will likely be first impacted – this will be a positive development for brands that are not overly reliant on driving revenue via apps as app development costs will decrease. Other brands may be severely impacted by the disintermediation of users turning to AI assistants for services. The loss of app users will also result in the loss of first-party data collection and the ability to reach fewer users via mobile push notifications.”

By 2026, Over 1/3 of Web Content will be Created for the Purposes of Gen-AI Powered Search

According to Gartner’s 2024 CMO Spend Survey of 395 respondents between February and March 2024, the average CMO allocated almost a quarter of their digital marketing budget to search. Other than end users directly visiting a website, search currently drives more traffic to the average commercial enterprise website than any other referral source. Given this, a loss of search driven traffic due to algorithmic shifts by major search engines would result in tangible, negative commercial impact to any organization.

“CMOs will need to direct their teams to hire talent with a strong understanding of how GenAI, and broader AI influences, impacts the performance of their content in search algorithms,” said Weiss. “It will be important to upskill the function by investing in search and content talent with AI skillsets. These associates will need to have familiarity with creating or optimizing content to train and rank within evolving search algorithms.”

By 2028 Digital Marketers will Move 30% of their Paid Social Budget to Support Advertising and Partnerships on Subscription-based Channels

It is becoming more challenging for CMOs to maintain, let alone grow, their reach and engagement among consumers. This is especially true as consumers shift their tech and media behaviors away from social media, to other platforms and subscription based channels. Gartner’s 2024 CMO Spend survey found that since 2022, paid social has maintained the highest budget allocation for all digital media spend. In 2024, B2C Marketing leaders reported allocating 14.3% for their digital channel budget to social media advertising (an increase from 12.3% in 2023).

“Closed group communities and subscription channels offer a potential alternative for social media weary consumers and content creators who want to do more than feed the algorithm,” said Weiss. “Brands can leverage closed-group subscription channels – such as Substack, Patreon, and Discord – and the professional creators on them to reach relevant target audiences who are already engaging with content they self-selected into consuming.”

By 2027, 85% of Customer Data will be Collected from Automated Interactions or Those Led by AI Agents

Current AI models, such as large language models (LLMs), lack the agency to autonomously execute tasks and adapt in complex environments. However, as new levels of intelligence are added, new AI agents are poised to quickly become more capable and reliable as brands seek to address customer facing use cases.

“There will be more AI agents than people, so while current approaches require humans in the loop, this idea will quickly become antiquated. Marketers will need to determine when and how they can trust AI agents to act on behalf of the brand and customers across key areas,” said Weiss.

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87% of marketers worry about technology replacing jobs in ‘red flag’ for CMOs

With evolving organisational dynamics and rapid technology changes, 87% of marketers are concerned about technology, including GenAI, replacing jobs in their industry.

A Gartner survey of 627 marketers between August and September of 2023 found that 89% of marketers are concerned about layoffs at their company. While the majority of marketers are optimistic about their career progression and skill preparedness, 55% report experiencing mismatched job expectations in their current roles.

This is compounded by environmental uncertainty and undue burden from marketing technology: 61% of marketers reveal they have encountered a technology and/or process change in the past 12 months. In addition, marketers also cite instability in leadership as a factor, with 20% having experienced a recent change in senior marketing leadership.

“These findings should be a red flag for CMOs, as high environmental uncertainty, mismatched role expectations and martech burden can lead to burnout as well as increased attrition,” said Iliyana Hadjistoyanova, Director, Advisory in the Gartner Marketing Practice. “CMOs must refocus their talent strategy and prioritize development with a strong focus on upskilling and change management to ensure their function is prepared in the face of ongoing disruption.”

Additional Gartner survey findings that will better equip CMOs to respond to the fast-evolving landscape include:

A Gartner survey of 405 martech leaders between May and June of 2023 found 63% report that marketing lacks the technical skills to successfully integrate and operate some of the technologies in their stack.

“These leaders are seeing integration and skill gaps as driving these issues,” said Hadjistoyanova. “It is crucial that CMOs closely align with their martech leaders to establish talent development plans that not only assess but address these skill gaps. Martech investments have a direct impact on the employee experience, and CMOs must weigh these costs and benefits.”

Despite the acceleration of GenAI, which 47% of marketers are already using, the majority expressed concern about technology replacing jobs in their industry. In fact, a Gartner survey of 822 business executives between September and November of 2023 revealed that 26% of marketing leaders plan headcount reductions as a result of GenAI in 2024.

“When employee fears go unchecked, an environment of increased uncertainty will insufficiently prepare marketers for a successful future,” said Hadjistoyanova. “By developing robust talent plansthat incorporate the use of GenAI and work to increase skill preparedness, CMOs can mitigate its impacts on employees’ wellbeing, leading to overall engagement and retention. These actionable steps must address role transition and fit-for-purpose employee learning, as well as cover technology and process changes related to GenAI adoption.”

Marketers who engage in higher GenAI use are 30% less likely to report high burnout, and 40% less likely to intend to leave their jobs in the next year.

“Marketing’s use of technology is constantly adapting, and the accelerated adoption of GenAI will encourage greater performance and engagement, enhance creativity, as well as free up time and allow marketers to engage in more thought-intensive work,” said Hadjistoyanova. “While CMOs cannot fully insulate their employees from change, they must take early action in change management in a clear and transparent manner to ensure employee buy-in and mitigate any negative impacts of change.”

Photo by Jonathan Kemper on Unsplash