The label does not read as artificial. It reads as lazy.
Posts carrying TikTok's AI label collected 7% to 8% fewer likes at the same reach. Not because people distrust AI. Because the label says the creator did not try.
Marketing in 3 · Topic
11 issues of Marketing in 3 on AI, newest first. Each one explains a new peer-reviewed study in plain English, with steps to apply it.
Caught, not told: the worst way for an AI actor to be found out
Viewers who worked out the actor was AI rated the ad 2.83 against 4.59. Being told afterwards hurt far less, and priming people made them twice as likely to notice.
"This ad is deepfaked" is not a warning. It is a fact nobody acts on
A plain "this ad is deepfaked" label changed nothing. Adding one sentence about what that means cut perceived truthfulness from 3.33 to 2.41, without costing a single sale.
No cashier, less kindness: the hidden cost of autonomous stores
Shoppers leaving a staff-free store pledged about 40% fewer volunteer hours than those leaving a staffed one. Why it happens, and three fixes.
When the front line all looks alike, some customers choose the bot
Facing all-White staff, 50% of non-White customers chose a digital kiosk, against 36% with non-White staff. What it means for service design and AI options.
Match ads to pages by look, not just by topic
Placing ads by both look and topic of the page lifted predicted attention by up to 10%; matching by category or text alone did not. Evidence from 3,531 ads.
AI search takes the questions, Google keeps the keywords
People used AI search for 54% of advice searches but 6% of shopping searches, and clicked in 12% of AI searches vs 59% on Google. What it means for search ads.
When the assistant speaks first, it sells
Half of 484 voice shoppers bought the first product Alexa offered. What that means for brands, retailers and any AI assistant that recommends one option at a time.
The AI negotiator that wins the deal and loses the relationship
An AI bargainer earned 39% of the pie against 33% for humans and seemed more human than people, yet every bot hurt how people felt about the deal.
Treats in the cart, guilt at checkout
Carts with more indulgent items are abandoned more often. Recommending a practical add-on cut abandonment from 4.61 to 3.64 out of 7. Here is how to use it.
Generative AI images that actually engage
Fine-tuned on top-rated ads, generative AI made ad images that beat conventional ads in pretests and lifted Meta click-through by 49%. How to apply it, and when it fails.