{"id":119565,"date":"2026-06-03T06:48:00","date_gmt":"2026-06-03T03:48:00","guid":{"rendered":"https:\/\/www.aboad.fi\/?p=119565"},"modified":"2026-06-02T17:59:56","modified_gmt":"2026-06-02T14:59:56","slug":"ai-in-marketing-97-of-marketers-use-it-70-of-buyers-dont-trust-it","status":"publish","type":"post","link":"https:\/\/www.aboad.fi\/en\/blog\/ai-in-marketing-97-of-marketers-use-it-70-of-buyers-dont-trust-it\/","title":{"rendered":"AI in Marketing: 97% of Marketers Use It, 70% of Buyers Don&#8217;t Trust It"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Ninety-nine percent of marketing leaders plan to spend more on AI next year. Seven in ten of the people they market to say the results are missing their soul. That is the whole story in two numbers, and if you sell to businesses, it is still your problem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The everyone-is-doing-it part is real<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s get one thing out of the way: AI in marketing is not hype any more. It is the job.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260513648384\/en\/Canva-Study-Marketers-Lean-into-AI-for-Creative-Work-But-Consumer-Trust-Is-the-New-Battleground\" target=\"_blank\" rel=\"noreferrer noopener\">Canva&#8217;s third &#8220;State of Marketing and AI&#8221; report<\/a>, run with The Harris Poll across more than 1,400 marketing leaders and 3,500 consumers in seven countries, is blunt. 97% already use AI in their daily creative work, and almost all plan to spend more. Many no longer call it a tool: 41% call it their &#8220;director,&#8221; 39% their &#8220;collaborator.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The payoff: hours back, a bigger seat at the table<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The payoff is real. 89% of leaders save at least four hours a week, a quarter save a full workday, and 68% say AI has widened the business decisions marketing influences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is not nothing. If a machine can take the work that drained your week and hand back the hours, you take it. Telling marketers to shun AI to protect &#8220;craft&#8221; is not gonna happen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So the marketers are happy. But here\u2019s the problem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The people on the other end are not impressed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The same study asked the audience. 70% of consumers say AI ads are missing their soul, 65% say they are &#8220;so obvious it&#8217;s laughable,&#8221; and 69% expect the future of advertising to be more of the same machine-made sludge.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote has-text-align-center has-background has-medium-font-size\" style=\"border-style:none;border-width:0px;border-radius:40px;background:linear-gradient(135deg,rgb(0,208,132) 0%,rgb(155,81,224) 99%)\"><blockquote><p><em>&#8220;70% of consumers say AI-generated ads are missing their soul. 65% say they are so obvious it&#8217;s laughable.&#8221;<\/em><\/p><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\">The backlash already has a body count<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Canva&#8217;s own data clocks a 9x jump in mentions of &#8220;AI slop,&#8221; and 41% of marketing leaders now name it a real challenge. The proof is on the floor:<a href=\"https:\/\/www.nbcnews.com\/world\/europe\/mcdonalds-ai-generated-christmas-advert-social-media-backlash-rcna248590\"> McDonald&#8217;s Netherlands pulled an entirely AI-generated Christmas ad<\/a> in December 2025 after viewers called it soulless, Coca-Cola took similar heat, and radio giant<a href=\"https:\/\/www.insideradio.com\/free\/iheartmedia-makes-guaranteed-human-a-core-branding-message-across-all-stations\/article_3ad0b04f-76ba-4466-8839-5a4bdce798a1.html\"> iHeartMedia went the other way with a &#8220;Guaranteed Human&#8221; label<\/a> after its research found 90% of listeners want media made by real people.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it is not really about quality. The penalty attaches to the label itself:<a href=\"https:\/\/www.averi.ai\/blog\/user-generated-content-authenticity-in-the-age-of-ai\"> 46% of people say they trust a brand less<\/a> the moment they learn AI was used where they assumed a human was behind it. Same content, different label, worse result.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So we have a clean contradiction. Marketers produce more, faster, and cheaper. Audiences read that efficiency as a reason not to trust them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why B2B marketers cannot file this under &#8220;consumer stuff&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sit with this one, because most B2B marketers will read the headline, mutter &#8220;consumer stuff,&#8221; and move on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The &#8220;consumer&#8221; in these reports is not just the person buying trainers. It is the person consuming your marketing. In B2B, that is a procurement lead, a CTO, a category manager, a member of a buying committee of six or eight. They read your case study, your LinkedIn post, your gated whitepaper, and they do not leave their AI fatigue at the office door. Canva makes the same point in its own words, describing the customer as &#8220;a CTO at a Fortune 500 company or an individual consumer.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the buyers are in it too and the B2B numbers back it up.<a href=\"https:\/\/6sense.com\/guides\/how-genai-and-llms-are-changing-b2b-buyer-research-and-how-to-respond\/\"> 94% of B2B buyers now use large language models during the buying process<\/a>, and most of that research happens long before they ever talk to your sales team. Most of your selling now happens through content you are not in the room to defend.<br><br><\/p>\n\n\n\n<figure class=\"wp-block-pullquote has-text-align-center has-background has-medium-font-size\" style=\"border-style:none;border-width:0px;border-radius:40px;background:linear-gradient(135deg,rgb(0,208,132) 0%,rgb(155,81,224) 99%)\"><blockquote><p><em>&#8220;94% of B2B buyers now use an LLM during the buying process, most of it long before they talk to sales.&#8221;<\/em><\/p><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\">When trust becomes a line item<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">And buyers are right to be wary, because even marketers do not fully trust the output.<a href=\"https:\/\/1827marketing.com\/smart-thinking\/why-87-of-b2b-marketers-are-using-ai-but-only-23-see-better-results\/\"> Just 4% of B2B marketers report high trust in AI-generated content<\/a>, while most sit at medium trust and 28% report low trust. When everyone has the same tool, everyone produces the same beige.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20251028458309\/en\/Forrester%E2%80%99s-2026-B2B-Marketing-Sales-And-Product-Predictions-B2B-Companies-Will-Lose-More-Than-10-Billion-Because-Of-Ungoverned-Use-Of-Generative-AI\">Forrester now frames trust as the defining competitive variable for B2B in 2026<\/a>, not a soft metric. It also predicts that ungoverned use of generative AI will cost B2B companies more than $10 billion in lost enterprise value through declining stock prices, legal settlements, and fines. Once trust carries that kind of price tag, it has stopped being a nicety.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The AI personalization trap cuts both ways<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A second tension because B2B treats personalization as if more is always better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It isn&#8217;t. <a href=\"https:\/\/www.businesswire.com\/news\/home\/20260513648384\/en\/Canva-Study-Marketers-Lean-into-AI-for-Creative-Work-But-Consumer-Trust-Is-the-New-Battleground\">52% of consumers say it is too personal when an ad knows what they will buy before they have searched for it<\/a>, and 58% don&#8217;t want brands predicting their wants. They want relevance with a hand on the dial: 80% wish they could &#8220;set&#8221; how personal ads get, like a privacy slider.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Same in B2B. The &#8220;I see you visited our pricing page three times, Julia&#8221; sequence can read as helpful or as surveillance, and the line is thinner than most ABM decks assume. Knowing something about your buyer is not permission to show it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What AI cannot replace in marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here is the reframe, and it is not a consolation prize.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The leaders who love AI are clear about its ceiling. Asked what AI can never replicate, they named<a href=\"https:\/\/www.businesswire.com\/news\/home\/20260513648384\/en\/Canva-Study-Marketers-Lean-into-AI-for-Creative-Work-But-Consumer-Trust-Is-the-New-Battleground\"> empathy and emotional intelligence (42%), the human imperfection behind originality (41%), and brand intuition and creative judgment (41%)<\/a>.<a href=\"https:\/\/www.businesswire.com\/news\/home\/20260513648384\/en\/Canva-Study-Marketers-Lean-into-AI-for-Creative-Work-But-Consumer-Trust-Is-the-New-Battleground\"> Three-quarters expect creative roles to grow<\/a> over the next five years, not shrink.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The machine got cheap at making things. That makes the human judgment about what to make, why, and in whose voice the scarce part. The bottleneck moved. It did not disappear.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is even an upside in the backlash. As buyers grow allergic to slop, &#8220;made by people&#8221; is becoming a premium signal, the way &#8220;organic&#8221; did for food. If you can stand behind original research, real expertise, and a voice that clearly came from someone who knows the industry, the tide of sameness is doing your differentiation for you.<br><br><\/p>\n\n\n\n<figure class=\"wp-block-pullquote has-text-align-center has-background has-medium-font-size\" style=\"border-style:none;border-width:0px;border-radius:40px;background:linear-gradient(135deg,rgb(0,208,132) 0%,rgb(155,81,224) 99%)\"><blockquote><p><em>&#8220;75% of marketing leaders expect creative roles to grow over the next five years, not shrink.&#8221;<\/em><\/p><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Use AI for the engine room, not the bridge. Drafting, research, and grunt work are fair game. Strategy, point of view, and final voice stay human.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Marketing AI contradiction: Efficiency is up, but 70% of consumers find the content &#8216;soulless.&#8217; The solution: Use AI for the engine room, not the bridge. <\/p>\n","protected":false},"author":2,"featured_media":119563,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[30],"tags":[77],"class_list":["post-119565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-ai"],"acf":{"form":false,"form_shortcode":"[activecampaign form=41 css=1]","social_post":"There\u2019s a big contradiction in marketing AI.\ud83e\udd14\r\n\r\nAccording to Canva's third \"State of Marketing and AI\" report, marketers are seeing major efficiency gains from AI while a significant majority of consumers are tuning out due to a fundamental lack of trust in the resulting content.\r\n\r\n\r\nOn the one hand, AI is delivering massive efficiency gains for leaders. The payoff is real. 89% of leaders save at least four hours a week, a quarter save a full workday, and 68% say AI has widened the business decisions marketing influences.\r\n\r\nOn the other hand, the audience is actively tuning out. 70% of consumers say AI ads are missing their soul, 65% say they are \"so obvious it's laughable,\" and 69% expect the future of advertising to be more of the same machine-made sludge. 46% of people say they trust a brand less the moment they learn AI was used where they assumed a human was behind it. Same content, different label, worse result.\r\n\r\nThe takeaway is clear: Use AI for the engine room, not the bridge. Drafting, research, and grunt work are fair game. Strategy, point of view, and final voice stay human. \r\n"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI in Marketing: 97% of Marketers Use It, 70% of Buyers Don&#039;t Trust It - Aboad<\/title>\n<meta name=\"description\" content=\"The Marketing AI contradiction: Efficiency is up, but 70% of consumers find the content &#039;soulless.&#039; The solution: Use AI for the engine room, not the bridge. 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