Consumers are increasingly skeptical of advertising that emphasizes artificial intelligence, according to research presented by the Harris Poll at the 2026 Cannes Lions festival.
The research found 78% of consumers said AI makes ads feel less authentic, while 73% said they would be less likely to trust an ad they suspected was AI-generated.
Sixty-three percent said they would be less likely to buy from brands that lean heavily on AI in their marketing. The findings suggest consumers value transparency about where automation ends and human judgment begins.
The poll also found 71% said physical experiences deepen their connection to a brand, indicating that in-person events retain value as companies expand digital campaigns.
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