Challenge finds that AI-generated ads are becoming harder to distinguish, and consumers increasingly prioritize ads that are relevant, informative, and useful

As the line between human- and AI-generated advertising continues to blur, The COOL Company, an AI-powered advertising technology company transforming how campaigns are created, activated, optimized, and measured, released initial results from the “COOL AI Challenge,” an online challenge that measures consumer attitudes toward AI-generated advertising.

The Challenge informed a subsequent study of more than 500 consumers, which found that as AI-generated creative becomes harder to distinguish from human-created work, consumers care more about whether advertising delivers value than how it was created.

Key findings from the research include:

• 17% of consumers correctly identified the AI-generated ad, meaning 83% got it wrong.
• 73% said relevance matters more than whether an ad was created by AI or a human.
• 80% said they want advertising to be more informative.
• 72% want it to be less repetitive.

The COOL AI Challenge results also exposed a gap between how confident consumers are in their ability to recognize AI-generated ads.

• 50% of respondents entered the challenge confident they could spot AI-generated creative, but that confidence fell considerably after they put their instincts to the test.
• Nearly three out of four (74%) believe AI-generated advertising is either already indistinguishable from human-created advertising or will become so within a year.

“The research shows consumers often can’t tell the difference between AI-generated and human-made ads. What they care about is whether an ad is relevant, useful and worth their attention,” said Zack Dugow, Founder and CEO of The COOL Company. “As AI becomes more mainstream, the question is no longer what AI can create—it’s what value it can deliver. The opportunity is to use intelligence across creative, media and measurement to make advertising work better for consumers and drive the ultimate performance for marketers.”

That shift is also reflected in how consumers view AI’s impact on brand trust: while 40% said knowing an ad was created using AI would make them trust a brand less, an equal share said it would have no impact on their trust, and 20% said it would actually increase it.

The challenge is ongoing and will continue to look at results and see how sentiment changes.

Take The COOL AI Challenge and download the full report, The AI Ad Debate.

About The COOL Company

The COOL Company is an AI advertising technology company helping brands, agencies, and publishers create, activate, and optimize omnichannel campaigns from one performance-driven platform. Its proprietary platform, COOL AI, continuously learns from campaign performance to make thousands of real-time decisions across search, social, display, and video. It adjusts creative, audiences, bids, budgets, and media allocation as campaigns run, moving investment toward what performs best. Today, The COOL Company operates across 10+ markets, activating billions of impressions annually and powering high-performance hyperlocal, regional, and multi-market campaigns for brands across retail, automotive, healthcare, travel, CPG, and other industries. Learn more at https://cool.co.

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