97% of marketers use AI daily – 78% of consumers wish they wouldn’t

What happened

A new report from Canva reveals nearly all marketers—97 percent—use AI tools daily to create marketing content. Meanwhile, 78 percent of consumers say they still prefer content made by humans over AI-generated materials. This split exposes a growing trust gap between marketing professionals who rely heavily on AI and the public that remains hesitant about its creative output.

Why it matters

Marketers are adopting AI at a breakneck pace to scale content production, save time, and lower creative costs. Yet consumer resistance reveals that this AI adoption comes with a real branding risk. People generally want personal, authentic experiences rather than what feels mechanical or mass-produced. The tension pressures marketing leaders to rethink how and when AI is used. Pure AI-driven campaigns may erode consumer trust and reduce engagement. Marketers need to balance efficiency gains against the risk of alienating audiences who expect a human touch.

This also puts a premium on transparency and storytelling that explains AI’s role in content creation. Businesses that ignore consumer preferences may face diminished loyalty or backlash. The divide between AI usage inside marketing workflows and consumer expectations signals a disconnect that cannot be fixed just by producing more AI content faster.

What to watch next

The next critical question will be how brands choose to deploy AI responsively. Expect more marketers to combine AI assistance with human oversight to preserve authenticity. Transparency around AI-generated content will become a factor in maintaining trust.

Investors and operators should watch for tools and platforms that help marketers strike this balance—boosting efficiency without sacrificing the human connection. Companies that build workflows or features enabling “human-in-the-loop” editing and authenticity checks will gain an edge.

Finally, pay attention to consumer sentiment shifts as AI eventually matures and becomes more sophisticated in mimicking human creativity. Will trust improve, or will consumers demand stricter boundaries on AI’s creative role? This tension will shape marketing AI strategies for years.

AI Quick Briefs Editorial Desk