Younger audiences prioritize visual excellence in AI advertising

The allure of artificial intelligence in advertising is undeniable, but for younger generations, it’s the visual quality that truly sets an ad apart. According to a survey conducted in October 2024 by the Interactive Advertising Bureau (IAB) and Sonata Insights, high-quality visuals or graphics are the most compelling factors for both Gen Zers and millennials when evaluating AI-generated ads.

The survey found that 50% of Gen Z respondents and 45% of millennials identified visual appeal as the primary driver of their attention. On the flip side, endorsements from celebrities or influencers fell flat, with only 17% of Gen Zers and 12% of millennials considering them influential. This data reveals a striking shift in how these generations engage with advertising in the era of generative AI (genAI).

The findings underscore a generational preference for authenticity and aesthetic sophistication. For Gen Z and millennials, ads that prioritize polished visuals and creative design resonate far more than those leveraging fame or influence. This inclination reflects their digital-first upbringing, where they are constantly exposed to visually rich platforms like Instagram, TikTok, and YouTube.

However, while captivating visuals hold the power to draw attention, the same survey reveals a layer of skepticism. Nearly a third of Gen Zers (32%) expressed diminished trust in companies relying on AI-generated ads, compared to 23% of millennials. This contrast highlights a nuanced perspective: younger audiences appreciate technological innovation but remain cautious about its implications on brand authenticity.

For advertisers and creative agencies embracing generative AI, these insights offer a strategic roadmap. The strong emphasis on visual quality suggests that investment in cutting-edge design tools and creative resources should be a top priority. Moreover, marketers should tread carefully with AI’s potential to erode trust. Transparency about the use of AI in ad creation, coupled with storytelling that reinforces brand values, could mitigate skepticism and foster deeper connections with audiences.

The report also provides a cautionary note for talent agencies and influencer networks. With endorsements ranking low on the effectiveness scale, it may be time to recalibrate strategies and explore partnerships that amplify creative, visually dynamic campaigns rather than leaning heavily on influencer appeal. For platforms like Instagram and TikTok, this shift could open opportunities for new formats of AI-driven storytelling that prioritize user engagement through high-quality visual narratives.