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Millennials are the BEST at Detecting AI-generated Content

Latest study reveals how consumers interact with AI-generated content vs human-made

Using AI to create informative content is one of its biggest advantages in the modern workplace. From generating text content to designing high-quality images and videos, AI can do things faster and more precisely than human creators. But, do these AI-generated content assets look authentic? According to Bynder’s latest study on how consumers interact with AI-generated content, 50% of consumers could detect AI-generated copy easily. It’s a tell-tale sign that consumers are just as informed and attentive to finding the use of AI in generating content fed to them on the internet.

Can you guess;

How many people could identify the content written by AI?

How does AI’s use in content marketing impact customer engagement and opinions toward a brand?

The consumers find brands using AI impersonal, the study reveals.

In the last 18 months, we have witnessed a rampant adoption of AI tools and copilots for content generation. From chatbots to virtual assistants, the AI adoption focus has moved to a more vibrant and economical domain of content generation tools, powered by ChatGPT, Bing Copliot, Dall-E, and others. Marketing teams use AI to improve their content ROI, focusing on the creation of the SEO side of the business. According to SEMrush, 68% of organizations reported higher ROI in SEO and content marketing with AI applications. However, there are cons of using AI for content generation. For example, plagiarism and inaccurate data reporting dent the reputation of gen AI tools in content marketing. And, consumers who find AI-generated content in marketing scenarios prefer to dissociate themselves from such brands.

According to the report, millennials are best at correctly identifying a copy that has AI-generated content. Millennials (aged 25-34) were the most successful at spotting non-human content, aligning with the age of consumers most likely to use AI when creating content.

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US consumers are the most clued up on the signs of AI-generated content, with American participants 10% more likely to spot when content is AI-generated than UK consumers. A study in March 2023 found that 58% of US adults have heard of ChatGPT, but 42% have never heard of it. The number of Americans aware of the AI means they are more likely to spot the content it generates.

55% of US participants correctly spotted which copy was written using AI, in comparison with 45% of UK-based consumers. A study of UK citizens found only 26% have used a generative AI tool, significantly less than those in the US. This correlates with the findings from Bynder’s study, with UK consumers 10% less likely to spot AI-generated copy as they are less likely to use an AI tool such as ChatGPT.

More than half of consumers felt more engaged with AI-generated content

When presented with the two articles (without being told which was which) 56% of participants said that they preferred the AI version over the human-made article.

However, when quizzed on their attitudes towards reading copy that they suspect is AI-generated in general, 52% of consumers cited that they will become less engaged.

Participants aged 16-24 were the only age group to find the content created by a human more engaging than the AI-generated version. Of those in this age bracket who had a preference, 55% voted for the human-written article as the most engaging.

Participants were asked how they felt about reading AI-generated content on various platforms. In terms of website copy, 26% of participants would feel the brand is impersonal if the copy does not feel human-written, and 20% would feel that the brand is lazy.

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Similarly, for social media copy which appears to be AI-generated, 25% of consumers would feel the brand is impersonal, 20% untrustworthy, 20% would feel they are lazy and 19% would think they are uncreative.

If a consumer is interacting with a chatbot that they suspect is AI-generated over 30% would think the associated brand is impersonal.

Warren Daniels, Chief Marketing Officer at Bynder explains how to navigate AI-generated written content:

“As AI advances and an increasing number of marketers use it for content creation, it’s important that we don’t lose sight of best practice. Our research goes to show that as AI use increases, the most important element of a marketing campaign should be the human touch.”

“AI offers significant benefits for marketers. Each year marketers are faced with the challenge of creating and managing more assets than the year prior, and the ever-advancing AI tools are a revolutionary way to aid this task. However, responsible AI should always be prioritized.”

Five Reasons why Content Creators use AI

1) AI-generated content saves up to 90% of the time in SEO-related tasks and fact-checking;

2) Content automation for grammar-checks and SEO analytics help in driving more social media traffic and engagement across channels;

3) AI-generated content is more personalized and in tune with audience sentiments;

4) AI content is more consistent with the brand’s identity;

5) AI-generated content can be easily repurposed for cross-channel marketing campaigns such as blogs, emails, newsletters, SMS, and reviews.

Recommended: Lenovo’s Hybrid AI Solutions in Collaboration with NVIDIA

There are AI-powered tools that can detect A-generated content. Some of these are:

  • ZeroGPT
  • Quillbot
  • GPTZero
  • Scribbr
  • Crossplag
  • Undetectable AI

How do you rate your experience with Gen AI and AI-based AI detection tools?

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