Would you be able to tell the difference between an AI or Human-generated article?
Yes, I Could!
I'm Not Certain
Quick question:
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Most individuals struggle to distinguish AI–Generated Content from Human.
That's great! The truth is
About 53% to be exact.*
*Results are based off a sampled size survey of over 700 respondents in 2023.
Inspire
Learn
Ad Platform
Monetization
Advertisers
You’re not alone. The truth is
You're not alone. The truth is
Despite a flurry of interest in AI over the past several months, no one has really put it to the test when it comes to content. While there are several surveys asking people what they think of AI vs. Human generated content, no one has tested different pieces of content to see which consumers prefer, or if they can even tell the difference. Until now. Nativo surveyed over 700 consumers in the US to understand more about how people react to AI vs. Human generated content. They were presented with an article at random, asked to rate various features regarding its quality, and finally asked to guess whether it was human or AI written.
Let’s dig in and see what happened!
Despite a flurry of interest in AI over the past several months, no one has really put it to the test when it comes to content. While there are several surveys asking people what they think of AI vs. Human generated content, no one has tested different pieces of content to see which consumers prefer, or if they can even tell the difference. Until now.
Nativo surveyed over 700 consumers in the US to understand more about how people react to AI vs. Human generated content. They were presented with an article at random, asked to rate various features regarding its quality, and
finally asked to guess whether it was human or AI written.
Human generated content is more educational than AI generated–
–and that human content grabs more attention.
*Results are based off the question, “How strongly do you agree or disagree with the statements regarding the content?”
Respondents say...
The Content Was Educational*
The Content Kept My Attention
The Content Was Engaging
The Content Was Concise
All
Fashion
Finance
Food
Fashion & Style
Food & Drink
Was there a noticeable difference in the content’s length?
Surprisingly, there was none.
We asked...
Users were able to identify AI-generated content successfully within 3 minutes of viewing.
Interestingly...
AI generated articles ranked higher as being more personable and enjoyable.
And while Human & AI generated articles are fairly comparable…
Finanace
I would read another article from the same author
The article came off as advertorial
The article felt authentic
The article felt personable
The article was relatable
The article was well written
The article weaved in the brand organically
The article felt person-able
The article came off as advert-orial
The article weaved in the brand organic-ally
41% believed they would “likely” be able to identify AI generated content.**
Although of respondents are “Familiar” with AI*
93%
However, those confident respondents were actually unsuccessful at correctly identifying the content source.
60%
of the previous
were unsuccessful.
41%
only 33% of respondents think it is intimidating or confusing.
Despite difficulty in identifying AI generated content,
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*Combination of “Neutral” to “Very familiar” results | **Combination of “Somewhat likely” to “Very likely”
feel AI content should be clearly labeled***
feel using AI to generate content is a good thing
feel AI content is intimidating or confusing
***Responses were based off the question, “How strongly do you agree or disagree with the statements regarding the content?”
Close
*Combination of “Neutral” to “Very familiar” results **Combination of “Somewhat likely” to “Very likely”
AI
Human
Al
So what does this tell us?
While many writers (and some readers) would like to think that it’s pretty easy to tell when content is written by a machine, the reality is a little less black and white. The question is no longer, can we use AI to generate content? But rather,
when and how should we use AI to generate content?
Lean on AI when your priority is content that is:
Concise & Digestible
Personable & Relatable
Natural & Organic
Educational & Informative
Attention Grabbing & Holding
Deeply Engaging
Lean on Human Beings when your priority is content that is:
Final Thoughts
Nativo, for one, is excited to find out.
Like many industries, the future of branded content will be a symbiotic blend of human expertise and AI technology. How much you lean on AI vs. people will be up to each individual brand (as well as whether or not you disclose it). This was also perhaps the first of many studies that will examine the impact of AI on branded content, and there are hundreds of rabbit holes left to explore. Are the results the same for companies with strong, unique brand voices? Would AI struggle with increasingly technical or emotional subject matter? Will we have a moment of “AI fatigue” when consumers seek out and favor real human voices?
Like many industries, the future of branded content will be a symbiotic blend of human expertise and AI technology. How much you lean on AI vs. people will be up to each individual brand (as well as whether or not you disclose it).
This was also perhaps the first of many studies that will examine the impact of AI on branded content, and there are hundreds of rabbit holes left to explore. Are the results the same for companies with strong, unique brand voices? Would AI struggle with increasingly technical or emotional subject matter? Will we have a moment of “AI fatigue” when consumers seek out and favor real human voices?
Whether you’re pro Human or pro AI–generated content, Nativo can help you scale your content to reach your audience where they are and connect content to outcomes.
Fill out the form to schedule a demo with one of our dedicated experts.
Click here to download this report.
Whether you’re pro Human or pro AI–generated content, Nativo can help you scale your content.
Fill out the form below to schedule a demo with one of our dedicated experts.
