Forty two percent of consumers say a brand's use of low-quality or uncanny AI-generated advertising negatively affects their opinion of that brand, according to DoubleVerify's 2026 Media Quality in the Age of AI study, a global survey of 22,000 consumers across 22 markets and more than 2,000 marketers and advertisers across 21 markets.
The study found that more than half of marketers surveyed said they are concerned about their ads appearing alongside low-quality AI-generated content. At the same time, 56 percent of consumers said they cannot consistently tell whether content was generated by AI, pointing to a gap between how often AI content appears online and how well audiences can identify it.
The quality of execution, more than the use of AI itself, appears to drive audience reaction. Forty percent of consumers said they view polished, professional AI-generated ads positively, showing that well made AI content can still land well with viewers. Globally, 63 percent of consumers said AI-powered tools such as search summaries, chatbots, and creative automation improve their online experience, compared with 50 percent among North American respondents specifically.
Reactions to AI advertising in newer formats remain mixed as well. Forty six percent of consumers globally said they view ads placed inside AI chat platforms positively, compared with just 34 percent among North American consumers, pointing to regional differences in how comfortable audiences are with AI-generated placements.
Source: Nasdaq (DoubleVerify) - https://www.nasdaq.com/press-release/global-study-poor-quality-ai-content-puts-brand-trust-risk-2026-07-29