Most Americans Feel Duped by AI-Generated Ads, Survey Finds

A recent survey indicates that 43% of Americans have felt deceived by advertisements that utilize artificial intelligence. The study, which polled 2,000 U.S. adults, found that 44% regularly encounter products advertised with some form of AI. On average, these individuals question the authenticity of online ads featuring AI-generated products four times per week.

More than half of the respondents expressed a lack of trust in products advertised using AI, believing they would not accurately match their descriptions. According to the study commissioned by Auros and conducted by Talker Research, 61% of consumers anticipate that at least one type of brand would employ misleading or AI-centric marketing tactics.

The categories most frequently cited by consumers as potential offenders for AI marketing include clothing (16%), beauty and cosmetics (16%), electronics (14%), luxury goods (11%), and food and beverage brands (11%). Major retailers such as Walmart (27%) and Amazon (26%) were identified as the most likely to use AI marketing for products, followed closely by social media platforms like TikTok, Instagram, and Facebook (24%).

When asked about their confidence in distinguishing between real and AI-generated product advertisements, 44% felt assured, while 22% admitted to feeling unsure.

The study then presented respondents with real and AI-generated ads. When shown images of real products, an average of 52% correctly identified them, with 31% mistaking them for AI and 18% believing they were real but AI-enhanced. Conversely, when shown AI-generated products, 42% correctly identified them as artificial, while 34% thought they were real, and 24% perceived them as real but AI-enhanced.

Advertisements featuring real products with AI-enhanced elements proved to be the most confusing. Only 20% accurately identified these as real products with AI enhancements. A significant majority (60%) believed they were AI-generated, and 21% thought they were real.

The use of AI in advertising appears to influence consumer perception. A third of respondents (36%) believe that products are of lower quality when AI is used in their marketing, whereas only 17% associate AI in marketing with higher quality.

"There’s a fascinating trust divide emerging around AI in commerce," said Bobby Meixner, vice president of solution marketing at Auros. "Consumers are skeptical when AI is being used to persuade them, but much more receptive when they’re the ones using AI to make a better decision. People aren’t necessarily rejecting AI in shopping. They’re rejecting the feeling that AI is being used on them rather than for them."

Despite the skepticism surrounding AI in advertising, consumers generally hold a more favorable view of AI as a shopping tool. Over half (53%) of Americans surveyed reported that AI has been helpful in their shopping experiences. They found AI most effective for finding the lowest prices (24%), identifying alternative products (22%), and locating product reviews (22%). AI has also been useful for demonstrating product use cases (19%) and providing stock availability reminders (17%).

Looking ahead, 54% of consumers plan to use AI for some aspect of their holiday shopping this year. Common anticipated uses include finding the best prices (21%), generating gift ideas (17%), comparing reviews across different websites (16%), identifying deals (15%), and tracking packages (15%). A significant portion, 37%, believe AI will simplify the process of finding gifts during the holiday season.

"AI could be the biggest change to e-commerce since e-commerce itself. Online shopping has always been an experience designed by the retailer," Meixner added. "AI flips that model: the shopper can now have an experience assembled around them, using information from across the internet rather than from one retailer alone. That could solve personalization at a scale retailers never could, but it also fundamentally changes who controls the shopping journey."

Talker Research surveyed 2,000 general population Americans with internet access between August 26 and September 1, 2026. The survey was commissioned by Auros and administered online by Talker Research.