If you’ve spent any time on social media recently, you’ve probably been hit with a deluge of AI-generated content.

Anyone with more brain cells than fingers has probably wondered who is stupid enough to be fooled by this sort of thing, let alone enjoy it. Unfortunately, new research finds that the answer is “most people.”

A recent study asked participants to rate their purchase intent when exposed to ads made by AI and human-crafted ads. The result? Ads made by GenAI saw a 19% higher click-through rate than those created by humans.

Thankfully, there was some AI pushback in the study. If the use of Generative AI in the ad’s production was exposed, the ad’s effectiveness went down by 32%. Of course, this isn’t going to stop companies from using AI — but it will certainly stop them from telling you about it!