CHICAGO, Dec 13 (Bernama-BUSINESS WIRE) — As Gen AI continues to push the boundaries of creative industries, NielsenIQ (NIQ), the world’s leading consumer intelligence company, unveiled groundbreaking new research on how the consumer brain processes AI-generated advertisements—with critical implications for advertisers navigating the opportunities and challenges of this emerging technology. NIQ will be speaking about these findings across generational considerations at the CES 2025 panel session, Adapting to Change: Demographic Shifts in Advertising Strategyon Thursday, January 9th at 10:00 a.m. PST.
Commenting on the findings, Ramon Melgarejo,President, Strategic Analytics & Insights at NIQ, said: “Brands and agencies are innovating at a rapid pace, leveraging AI-generated content in their advertising. They need to be cautious, as our study reveals that consumers are quite sensitive to the authenticity of ad creatives, both at the implicit (nonconscious) and explicit (conscious) levels. Brands must prioritize insights-led creative evaluation to produce effective ads.”