Consumers are open to AI-generated advertising when it improves relevance or usefulness, but many still prefer ads made by people, according to Canva’s 2026 State of Marketing and AI report. The report found that 68% of consumers do not mind AI in ads when it makes them more helpful or relevant, while other findings showed discomfort with generic or intrusive AI-generated advertising.

The report was conducted with The Harris Poll and surveyed 1,415 marketing leaders and 3,547 consumers across the United States, the United Kingdom, Australia, France, Germany, Japan, and India. Canva said the study examined how marketing teams are using AI and how consumers are responding to AI-generated advertising.

Canva found that 97% of marketing leaders use AI in daily creative work, while 99% plan to increase AI investment in 2026.

AI ads face a trust gap

While 68% of consumers said they do not mind AI in ads when it makes them more helpful or relevant, 78% said they would rather see ads made by people, even if AI could make them better.

The report also found that 87% of consumers believe the best advertising still needs a human touch. Another 74% said they are more likely to purchase from an ad created entirely by humans than one generated by AI.

According to the report, 70% of consumers said they can usually tell when an ad is AI-generated because it feels like it is “missing its soul.” Another 69% said they expect future ads to look and feel like the same AI-generated “slop.”

Canva defines “AI slop” as a term used for generative AI content that is seen as lacking originality, quality, or deeper meaning. The report cited Meltwater analysis showing mentions of “AI slop” rose ninefold in 2025, with negative sentiment peaking at 54% in October.

Canva found that 41% of marketing leaders see AI slop as a considerable challenge, even as AI becomes more embedded in their workflows.

Consumers identified several types of AI-generated marketing that they find uncomfortable or unappealing. These included social media posts that appear AI-generated and emails that feel machine-personalised. They also included product photos that look computer-generated, AI-sounding voiceovers, and articles or blog posts that appear to have been written by AI.

Consumers were more accepting of AI when it improved relevance, but less accepting of content described as generic or intrusive.

Consumers draw lines on personalisation

The report also examined AI-driven personalisation. Canva found that 58% of consumers do not want brands using AI to create ads that predict what they want. Another 52% said it feels too personal when an ad knows what they are about to buy before they have searched for it.

Half of consumers said it feels too personal when an ad refers to something they did offline or appears to read their mind. The report separately found that 68% of consumers do not mind AI in ads if it makes them more helpful or relevant.

The report found higher levels of consumer support for ads tied to savings, language, location, and timing. It found that 81% want ads that help them save money, while 80% want ads in their local language. Another 77% want locally relevant ads, and 65% want ads that appear at the right time or place.

Among Gen Z and Millennial consumers, 70% said they pay more attention to the feel of an ad than its production method. Another 69% said they do not care if an ad has AI polish as long as it includes real people.

Disclosure becomes part of consumer trust

Seventy per cent of consumers said they believe it will eventually become impossible to tell whether an ad was made by AI unless there is disclosure. Another 56% expect this to happen within two to five years.

Canva found that 74% of consumers would feel more comfortable with AI-generated advertising if organisations had formal policies governing its use.

Marketing leaders also identified areas where they believe AI cannot fully replace human input. The top response was empathy and emotional intelligence at 42%. This was followed by human imperfection that sparks originality at 41%, and brand intuition or creative judgment at 41%.

See also: Google expands AI Search, shopping, and content verification tools

Find out more about the Digital Marketing World Forum series and register here.