Brands Embrace Human-Made Content as Generative AI Saturates Market

Generative AI has sharply lowered the barriers to producing text, images and video, while rapidly making online material more homogeneous. With about 57% of online content containing AI-generated elements, consumers are finding it harder to determine where material comes from and whether it is authentic. For brands, human authorship is shifting from a production issue to a competitive factor in building trust, maintaining distinctiveness and preserving brand value.

The latest market observations show that 68% of consumers frequently question the authenticity of online content. That has prompted French cookware brand Le Creuset to emphasize that its marketing is “human-made,” using human creativity and a verifiable production process to set itself apart. The reports do not identify the survey organization, survey date or amount invested. The key figures that can currently be confirmed are 57% and 68%.