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Trends Generative AI Trust & Transparency
emerging

Generative AI Trust & Transparency

Marketers are increasingly adopting Generative AI, but concerns around data provenance and consumer trust need to be addressed.

Themes

AI-Driven Transformation , Authenticity and Transparency Reign Supreme

Timeframe

near-term

Categories

Brands & Advertising Data & Privacy Emerging Technology

Subcategories

AI Governance Artificial Intelligence Data Management Marketing

Impact areas

Advertising Consumer Trust Marketing

Detailed Analysis

While marketers are positive about Generative AI's potential, concerns around transparency and data provenance are growing. "Whether using GenAl to generate insights or for content asset creation, marketers need to know that the training data the models are based on are trustworthy, relevant, and reliable over time." Building consumer trust is crucial, as skepticism towards AI-generated ads is prevalent.

Context Signals

68% of marketers are positive towards Generative AI (Kantar Media Reactions 2024) 43% of consumers distrust AI-generated ads 36% of marketers feel they lack the skills to leverage AI

Edge

Development of industry standards and regulations for ethical AI in marketing. Increased use of explainable AI (XAI) to build transparency and trust. Emergence of AI-powered tools for detecting and mitigating biases in AI-generated content.
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Keywords

Positivity towards GenAl among marketers is growing: 68% are positive towards it, and 59% excited about the application of Al to ads (Kantar Media Reactions 2024.) But there are watchouts about lack of transparency: 36% of marketers don't think they or their teams have the skills required, and 44% say they can tell if an ad has used Al.
Categories for this trend

Brands & Advertising

Data & Privacy

Emerging Technology