Consumers struggle to spot AI images, call for regulation

Consumers are struggling to identify AI-generated images and want stricter regulations to control their use, according to a new study by Attest, a consumer research platform. The results indicate that 76% of consumers were unable to distinguish between images created by an artificial intelligence (AI) generator and those produced by human creatives.

The research, centred on an AI-generated image for a major sports footwear and apparel brand's hypothetical marketing campaign, also investigated attitudes towards AI in the shopping experience. For the study, 2,000 US consumers were shown four images, three genuine ads and one AI-created 'fake'.

A noteworthy result was the difference in recognising AI content across age groups. Those aged between 18-24 were more adept with 39% accurately choosing the AI-generated image, while only 15% of participants aged 55-64 managed to do so. The findings also showed consumers in France and Britain had a higher detection rate than Americans.

Consistent with the struggle in identifying AI-based imagery, the report revealed a heightened consumer desire for stricter regulations. Eight in ten US consumers voiced their concern about the lack of distinct labelling and called for legally enforced measures to identify AI-produced content. Furthermore, a significant 72% believe that creating 'deepfake' images or videos should be outlawed.

Notwithstanding this apprehension, a majority of consumers were content with AI models being used for advertising purposes, despite concerns about authenticity and a strong preference for unaltered images in advertising photography.

The research also underlined consumer fears about AI replacing human roles, with 58% concerned about job losses due to AI. This worry extended into the retail experience where 54% anticipated a loss of the 'human touch', and 53% envisaged fewer opportunities to interact with real people when dealing with businesses.

Alongside these AI-related qualms, only 28% of the demography believed AI could enhance the customer experience, and 27% considered it could aid in personalising shopping experiences.

However, it was not entirely negative. There were areas where consumers recognised AI potential benefits, such as faster customer service (43%), as well as a willingness to use AI chatbots (49%) for obtaining product information. In addition, 42% were comfortable utilising AI tools for researching potential buys, with 40% stating they would trust the information given by these tools.

Despite this, the research highlighted a considerable section of consumers (37%) who distrusted data collection by AI, a figure only surpassed by France.

The report also explored the impact of AI on marketing, where the data indicated a potential for misleading consumers. A third of the participants (33%) predicted greater creativity in advertising via AI, but 39% noted a risk of being misled or misinformed by brands employing AI.