{"id":106351,"date":"2025-10-30T09:23:58","date_gmt":"2025-10-30T16:23:58","guid":{"rendered":"https:\/\/www.crazyegg.com\/blog\/?p=106351"},"modified":"2025-10-30T09:31:03","modified_gmt":"2025-10-30T16:31:03","slug":"ai-marketing-assets","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/ai-marketing-assets\/","title":{"rendered":"Using AI to Create Marketing Assets? Don\u2019t Let Aversion Kill Your Engagement (Research-Backed Analysis & Guide)"},"content":{"rendered":"\n

Is it OK to use AI to create marketing assets?<\/p>\n\n\n\n

If quality is unaffected (or even better), does it matter? Why would consumers care if they get the same results\u2014from a useful whitepaper, say? Or perhaps it\u2019s only a matter of time before AI-generated ads are pervasive. In this case, familiarity doesn\u2019t <\/em>breed contempt. <\/p>\n\n\n\n

The problem with these positions is they fail to account for a powerful, often overlooked engagement killer: algorithm aversion. It\u2019s a proven, well-researched phenomenon that describes how consumers devalue AI-generated assets simply because they\u2019re generated by AI. <\/p>\n\n\n\n

I spent over a month looking at the latest research into AI aversion and spoke to some of the leading researchers in the field. <\/p>\n\n\n\n

Two things became clear. First, there are huge opportunities to use AI in consumer-facing marketing without drawing negative reactions. Second, there is a sizable and surprising amount of nuance. <\/strong>And the risks of getting it wrong are very real. <\/p>\n\n\n\n

How Pervasive Is AI Use in Consumer-Facing Marketing?<\/h2>\n\n\n\n

To what extent are marketers relying on AI to create assets?<\/p>\n\n\n\n

Using AI in marketing is one of its most common applications, according to Gartner\u2019s most recent State of AI report<\/a>, with 42% of marketers indicating adoption across their workflows. A 2025 Salesforce survey<\/a> puts that figure higher at 51%, with content and ad copy composition as the primary uses. And HubSpot\u2019s 2025 State of Marketing Report<\/a> also found that image and text creation was the top use case, with one in five marketers planning to use AI for end-to-end campaign execution in the near future. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

There are also plenty of anecdotal accounts that support this data. Dave Baker runs a leading B2B proofreading agency called Super Copy Editors<\/a>. He deals with a voluminous amount of marketing materials, and his experience mirrors the preceding stats: <\/p>\n\n\n\n

\u201cAI-generated content really started ramping up around 2023, and now I routinely see the telltale signs of it. It\u2019s not just social media content or blog posts, either. It\u2019s clearly being used in reports, proposals, and other high-stakes content. It\u2019s everywhere.\u201d<\/p>\n\n\n\n

There have also been several examples of fully AI-generated assets used in high-profile ad campaigns. <\/p>\n\n\n\n

Coign, for example, claims to have produced the world\u2019s first fully AI-generated TV ad.<\/p>\n\n\n\n

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