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

Does ‘trendy’ marketing work? New research casts doubts…
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New data from GWI has revealed that marketers are 58% more likely to want brands to feel ‘young’ than the average consumer. Marketers are also 87% more likely to want brands to appear ‘trendy’.

Despite the marketing industry’s obsession with youth, only 8% of consumers want brands to portray a ‘youthful’ image.

This focus on youth could be down to who today’s marketers are, with Gen Z more likely to work in marketing — in fact, 47% of marketers are Gen Z, compared to 21% of the working age population.

Compared to the average consumer, marketers are also more than twice as likely to spend 4+ hours a day on social media, and 85% more likely to identify as ‘non traditional’ — factors that greatly impact their own buying habits. Today’s marketers are 97% more likely to buy products recommended by influencers than the average consumer, potentially skewing their perception of the value and impact of influencer marketing.

GWI’s data also highlights that today’s marketers are 67% more likely to feel represented by advertising than the average consumer, which raises the question of whether marketing campaigns are a reflection of marketers rather than of consumers.

The data is from “GWI Core” the GWI platform’s flagship data set on the attitudes and behaviours of online consumers in over 50 international markets, representative of more than 2.8bn internet users aged 16-64. Data on marketers is drawn from an audience of people in the UK who work in marketing or PR, and has a sample size of 261 across the last 4 waves of research. The total sample of UK respondents in that time is 35,586.

Chris Beer, Analyst at GWI, said: “In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Despite this, too many marketers seem laser-focused on winning over Gen Z, often overlooking the wealth and diversity of older audiences.

“As our data shows, one reason for this is that the marketing industry itself tends to skew younger. Many agency teams are made up of young professionals who, naturally, focus on what resonates with their own generation. The result? A lot of briefs assume targeting Gen Z is the key to success, with campaigns reflecting marketers’ tastes rather than those of consumers.

“Looking beyond your own experiences is essential in marketing, and that takes serious research. Starting campaigns with an effective audience research and insights phase is the key to making marketing more effective — and moving beyond our industry obsession with youth.”

Photo by Windows on Unsplash