美国人工智能广告应用行业市场前景及投资研究报告-培训课件外文版2024.6

CONSUMERS

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BRANDSPerceptionofgenerativeartificialintelligence(AI)useinadvertisingintheUnitedStatesCHAPTER

01Audiences'perceptionofgenerativeAIHowadultssaytheyfeelaboutthegrowthofgenerativeartificialintelligence(AI)intheUnitedStatesin2023FeelingofadultsongenerativeAIgrowthintheU.S.in202335302532302016141510570MostlyexcitedSomewhatexcitedTotallyneutralSomewhatconcernedMostlyconcerned3Description:MostU.S.citizensareconcernedaboutthegrowthofgenerativeAIin2023.Over60percentofthosethatrespondedweresomewhatconcernedormostlyconcerned.Onlysevenpercentwereuniversallyexcitedaboutthistrend.

ReadmoreNote(s):UnitedStates;18-21.July2023;1001respondentsSource(s):Axios;YouGovHowconcernedareyou,ifatall,aboutthefollowingrelatedtoAIofferingslikechatbots,imagegenerators,andfacialrecognitiontools?ConcernsofAItoolsreplacingjobsperrespondentsintheUnitedStates202370%62%58%60%50%40%30%20%10%0%51%38%GenZMillennialsGenXBoomers4Description:GenZwasmostconcernedwithAItoolssuchaschatbotsreplacingtheirjobsperasurveyintheUnitedStatesinJuly2023,withover62percentrespondinginthisfashion.ThiswasinstarkcontrasttotheBoomergeneration,wherelessthan40percentwereconcerned.ItishighlylikelythatthisvastdifferenceinconcerncomesfromGenZhavingrecentlyenteredtheworkmarketasopposedtotheBoomerswhichhavebyandlargeleftthemarketalready.

ReadmoreNote(s):UnitedStates;July13to17,2023;1,218respondents;18yearsandolder;employedresidentsSource(s):HarrisX;MITREHowmuchdoyouagreeordisagreewitheachofthefollowstatementsaboutartificialintelligence(AI)?OpinionsandconcernsofAIperrespondentsintheUnitedStates2023shareofrespondents2022

20230%

10%20%30%40%50%60%70%80%77%90%IbelieveAItechnologiesshouldberegulatedtoensureadequateconsumerprotection82%85%Iamconcernedabout"deepfakes"andotherartificialengineeredcontent82%IbelieveindustryshouldinvestmoreinAIassurancemeasurestoprotectthepublic70%71%81%IbelievetheprimarypurposeofAIistoassist,enhance,andempowerconsumers64%IbelieveAItechnologyisadvancedenoughforuseinmission-criticalapplicationsindefenseandnationalsecurity54%46%48%IamwillingtorelyonAItechnologytoperformeverydaytasksIbelievetoday'sAItechnologiesaresafeandsecure44%48%39%37%35%IamcomfortablewithgovernmentagenciesusingAItomakedecisionsthatdirectlyaffectmeormycommunity5Description:PerasurveycarriedoutinJuly2023,amajorityofrespondentsintheUnitedStatesconfirmedthattheybelieveAIshouldberegulatedandthattheyareconcernedaboutdeepfakes.Asaresult,manyarelessfirmintheirbeliefthatAIiscurrentlysafeandsecure,withconcernsaroundAIusebygovernmentagencies.ReadmoreNote(s):UnitedStates;July13to17,2023;2,063respondents;18yearsandolderSource(s):HarrisX;MITREShareofU.S.citizensconcernedwithartificialintelligence(AI)developmentsin2023,byAIusecaseRateofconcernregardingAIofferingsanddevelopmentsintheU.S.in2023shareofrespondents0%

10%

20%30%40%50%60%70%80%80%78%76%76%74%70%69%66%64%90%AIbeingusedinmaliciouscyberattacksAIbeingusedforidentitytheftNotbeingabletoholdthoseusingAIaccountablefortheiractionsAIbeingusedtoharvestandsellmypersonaldataAIbeingusedtocreatedeceptivepoliticaladsThelong-termeffectsofAIonhumancognitionandthinkingprocessesThelossofhumantouchincommunicationduetoAIUnfairdistributionofAIcausingharmtodisadvantagedpopulationsUnfairdistributionofAIbenefitsandaccessacrossdifferentpopulationsAIreplacingmeatmyjob(amongthoseemployed)52%6Description:AIadoptiondoesn’tcomewithoutveryrealrisksandchallenges.In2023,80percentofrespondentsintheU.S.expressedconcernaboutthemalicioususeofAIincyberattacks.Generally,peoplewereapprehensiveaboutthepotentialeffectsofAI,withtheleastconcernfocusedontheriskofbeingreplacedatwork—althoughitstillregisteredatover50percent.ReadmoreNote(s):UnitedStates;July13-17,2023;2063respondentsSource(s):HarrisX;MITREHowcomfortableareyouwiththeuseofartificialintelligence(AI)foreachofthefollowingComfortwithAIforuseindailytasksperrespondentsintheUnitedStates20232023202280%70%60%50%40%30%20%10%0%72%64%57%51%50%49%49%48%43%42%36%35%EntertainmentFacialrecognitionTargetadvertisingonsocialmediaOnlinechatwithanFederalgovernmentAutonomous,unmannedrecommendationson

technologyonmyphonestreamingservices(e.g.,

orotherpersonaldevicesmoviesandTVseriesIautomateddoctorfor

benefitsprocessing(e.g.,

ride-sharevehiclessuchroutinehealthquestions

socialsecurity,Medicare,veterans'benefits)asUberorLyftmightlike)7Description:MostAmericanswerelesscomfortablewithAIusageintheirdailylivesin2023comparedto2022,thisasperasurveycarriedoutinJuly2023.WithawarenessofAIhavinggrownfarmorein2023thaninthepreviousyear,itislikelypeoplehavebecomemoreawareoftheriskssurroundingAI.OneaspectrespondentsweremorecomfortablewithwastheuseofAIforentertainmentrecommendations,suchasforselectingmoviesorTVseriesonstreamingservices.

ReadmoreNote(s):UnitedStates;July13to17,2023;2,063respondents;18yearsandolderSource(s):HarrisX;MITREWaysinwhichartificialintelligence(AI)hasbeenimprovingcustomerexperience(CX)intheUnitedStatesin2023WaysAIhasbeenimprovingCXU.S.202380%73%70%60%50%40%30%20%10%0%61%55%49%46%42%36%Instantmessaging(i.e.Chatbots)EmailsPersonalizedservices(i.e.productrecommendations)TextmessagesPersonalizedadverts

Long-formwrittencontent(i.e.websitePhonecallscontent)8Description:In2023,thetopwayinwhichartificialintelligence(AI)improvedcustomerexperienceaccordingtoU.S.businessownerswaswiththeimplementationofinstantmessaging,i.e.chatbots.Almost75percentofrespondentsstatedthisastheiranswer.Seemingly,phonecallshaveimprovementstobemadewhenitcomestoAI,as36percentofU.S.businessownerssaidithadimprovedcustomerexperience.

ReadmoreNote(s):UnitedStates;March20thtoApril5th,2023;600U.S.businessownersSource(s):ForbesCHAPTER

02AdvertisementcreationMostacceptedcasesofuseofartificialintelligence(AI)inadvertisingaccordingtoadultsintheUnitedStatesasofNovember2023MostacceptedcasesofuseofAIinadvertisingaccordingtoadultsintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%ToreduceoverallcostssoIpayalowerpriceTogeneratethebackgroundimageofanadTomakejobsmoreefficient62%60%56%54%52%50%48%47%Toreducebrands'carbonfootprintTosuggestproductrecommendationstomeTogeneratethewrittentext/copyofanadTodeliveradsthatarerelevanttomyinterestsAIusageinadvertisingoverallTogenerateallimageryofanad44%42%TocustomizeadsthroughoutmypurchasingdecisionTodeliveradsbasedonmycurrentbehaviorsTogeneratethemodel/personofanad39%37%10Description:AsofNovember2023,approximately62percentofadultssurveyedintheUnitedStatesreportedfavoringtheuseofartificialintelligence(AI)inadvertisingtoreduceoverallcostssotheypayalowerpricefortheadvertisedproductorservice.Around60percentsupportedtheusageofAItogeneratethebackgroundimageofanad,butonly37percentapprovedofitsusetocreateamodelorpersoninanad.Accordingtothesamestudy,socialmediaandTVrankedamongU.S.consumers'[...]

ReadmoreNote(s):UnitedStates;October27toNovember13,2023;1,202respondents;18-68yearsSource(s):EbcoTrends;PublicisMedia;YahooAdults'attitudestowardbrandsusinggenerativeartificialintelligence(AI)tomakeadvertisementsintheUnitedStatesasofFebruary2023Adults'attitudestowardbrandsusinggenerativeAItomakeadsintheU.S.202349%50%40%30%20%10%0%27%11%8%4%StronglysupportSomewhatsupportNeutralSomewhatopposeStronglyoppose11Description:AsofFebruary2023,around38percentofadultssurveyedintheUnitedStatesreportedstronglyorsomewhatsupportingbrandsusinggenerativeartificialintelligence(AI)tomakeadvertisements.Meanwhile,12percentoftheintervieweesstronglyorsomewhatopposedAIuseinadvertising.ReadmoreNote(s):UnitedStates;asofFebruary6,2023;1,050respondents;18yearsandolderSource(s):HarrisPollAdults'attitudestowardbrandsusinggenerativeartificialintelligence(AI)tomakeadvertisementsintheUnitedStatesasofFebruary2023,bygenderAttitudestowardbrandsusinggenerativeAItomakeadsintheU.S.2023,bygenderStronglysupport46%SomewhatsupportNeutralSomewhatopposeStronglyoppose53%60%50%40%30%20%10%0%29%26%14%9%9%7%4%3%MaleFemale12Description:AsofFebruary2023,approximately43percentofmaleadultssurveyedintheUnitedStatesreportedstronglyorsomewhatsupportingbrandsusinggenerativeartificialintelligencetomakeadvertisements.Amongwomen,thesharestoodat35percent.Overall,littlemorethanone-thirdofU.S.adultssupportedgenerativeAIinads.ReadmoreNote(s):asofFebruary6,2023;1,040respondents;18yearsandolderSource(s):HarrisPollAdults'attitudestowardbrandsusinggenerativeartificialintelligence(AI)tomakeadvertisementsintheUnitedStatesasofFebruary2023,bygenerationAttitudestowardbrandsusinggenerativeAIinadsintheU.S.2023,bygenerationStronglysupportSomewhatsupportNeutralSomewhatopposeStronglyoppose100%90%80%70%60%50%40%30%20%10%0%3%3%4%9%6%6%6%7%8%9%40%43%35%47%61%65%29%20%29%12%22%18%9%5%6%GenZ(18-26)Millennials(27-41)GenX(42-57)Generation(ageinyears)Boomers(58-76)Silent(77-94)13Description:AsofFebruary2023,around44percentofadultmembersofGenerationZsurveyedintheUnitedStatesreportedstronglyorsomewhatsupportingbrandsusinggenerativeartificialintelligencetomakeadvertisements.Amongmillennials,thesharereached49percent.Overall,littlemorethanone-thirdofU.S.adultssupportedgenerativeAIinads.ReadmoreNote(s):UnitedStates;asofFebruary6,2023;1,050respondents;18yearsandolderSource(s):HarrisPollAdults'attitudestowardbrandsusinggenerativeartificialintelligence(AI)tomakeadvertisementsintheUnitedStatesasofFebruary2023,byethnicityAttitudestowardbrandsusinggenerativeAIinadsintheU.S.2023,byethnicityStronglysupportSomewhatsupportNeutral49%SomewhatopposeStronglyoppose50%50%40%30%20%10%0%45%30%28%27%14%13%11%9%8%5%4%4%3%AfricanAmericanHispanicWhite14Description:AsofFebruary2023,approximately44percentofAfricanAmericanadultssurveyedintheUnitedStatesreportedstronglyorsomewhatsupportingbrandsusinggenerativeartificialintelligencetomakeadvertisements.TherespectivesharesamongHispanicandwhiteintervieweesstoodat41and38percent,respectively.Overall,littlemorethanone-thirdofU.S.adultssupportedgenerativeAIinads.ReadmoreNote(s):UnitedStates;asofFebruary6,2023;952respondents;18yearsandolderSource(s):HarrisPollAttitudestowardbrandsusinggenerativeartificialintelligence(AI)tomakeadvertisementsamongparentsofchildrenunder18intheUnitedStatesasofFebruary2023Parents'attitudestowardbrandsusinggenerativeAItomakeadsintheU.S.202350%45%40%35%30%25%20%15%10%5%43%28%16%10%3%0%StronglysupportSomewhatsupportNeutralSomewhatopposeStronglyoppose15Description:AsofFebruary2023,around44percentofparentsofchildrenunder18surveyedintheUnitedStatesreportedstronglyorsomewhatsupportingbrandsusinggenerativeartificialintelligencetomakeadvertisements.Ontheotherhand,13percentoftheintervieweesstronglyorsomewhatopposedAIuseinadvertising.Overall,littlemorethanone-thirdofU.S.adultssupportedgenerativeAIinads.ReadmoreNote(s):UnitedStates;asofFebruary6,2023;323respondents;18yearsandolderSource(s):HarrisPollCHAPTER

03AdcustomizationConsumertrustlevelstowardsadswithandwithoutdisclosureofartificialintelligence(AI)intheUnitedStatesasofNovember2023ConsumertrustlevelsofAIadswithandwithoutdisclosureintheU.S.2023AdswithnoticeddisclosureAdswithoutdisclosure64%60%50%40%30%20%10%0%53%43%27%27%15%AdappealAdtrustworthyLikelytotrustcompany17Description:DuringanOctobertoNovember2023survey,64percentofrespondingconsumersfromtheUnitedStatesstatedthatadvertisingthatdisclosedtheusageofartificialintelligence(AI)wasappealing,asopposedto43percentofconsumerswhofoundadsthatdidnotdiscloseAIusageappealing.Overall,adswithanoticeddisclosurestatementgenerateda96percentboostincompanytrustontheconsumerside.ReadmoreNote(s):UnitedStates;October,27toNovember,13,2023;1,202respondents;18-68years;USgenpopconsumersbetweentheagesof18-68Source(s):EbcoTrends;PublicisMedia;YahooAdvertisingLeadingbenefitsofadvertisementspersonalizedbyartificialintelligence(AI)foradultsintheUnitedStatesasofNovember2023LeadingbenefitsofadspersonalizedbyAIforadultsintheU.S.202339%38%35%30%25%20%15%10%5%33%0%HelpsmediscoverbrandsthatImightlikeShowsmeonlyproducts/servicesthataremostrelevanttomeCommunicatesusefulinformation18Description:Alate2023surveyaskedadultsintheUnitedStateswhatwerethebenefits,ifany,ofhavingadvertisementspersonalizedforthembyartificialintelligence(AI).Nearly40percentsaidithelpedthemtodiscoverbrandstheymightlike.Around38percentstatedthoseadsshowedonlyproductsorservicesmostrelevanttothem,whileaboutone-third(33percent)saidsuchadscommunicatedusefulinformation.Accordingtothesamestudy,socialmediaandTVrankedamongU.S.[...]

ReadmoreNote(s):UnitedStates;October27toNovember13,2023;1,202respondents;18-68yearsSource(s):EbcoTrends;PublicisMedia;YahooLeadingchannelswhereadultswouldprefertoreceivepersonalizedadvertisementsintheUnitedStatesasofNovember2023TopchannelswhereadultswouldprefertoreceivepersonalizedadsintheU.S.202349%50%40%30%20%10%0%37%35%24%13%Socialmediafeeds(e.g.,TikTok,Instagram)TVVideostreaming(e.g.,Disney+,

Audiostreaming(e.g.,Spotify,Hulu)

AppleMusic)Radio19Description:AsofNovember2023,almosthalf(or49percent)ofadultssurveyedintheUnitedStatesreportedpreferringtohearorseeadsthatarepersonalizedforthemonsocialmedia.TVandvideostreamingplatformsfollowed,mentionedby37and35percentofrespondents,respectively.Accordingtoanother2023study,freewith-adsvideoserviceslikeYouTubewerethemediuminwhichU.S.adultsavoidedadvertisingthemostfrequentlyin2023.

ReadmoreNote(s):UnitedStates;October27toNovember13,2023;1,202respondents;18-68yearsSource(s):EbcoTrends;PublicisMedia;YahooCHAPTER

04Socialmedia&contentConsumersupporttobrandsusingartificialintelligence(AI)tocreateadsorcontentintheUnitedStatesin2023and2024,bygenerationSupporttobrandsusingAItocreateads/contentintheU.S.2023-2024,bygeneration202373%202473%70%60%50%40%30%20%10%0%63%60%59%58%44%43%GenerationZMillennialsGenerationXBabyboomers21Description:DuringaMarch2024surveyconductedamongadultconsumersintheUnitedStates,73percentofMillennialrespondentssaidtheysupportedbrandsusingartificialintelligence(AI)tocreateadsorcontent–thesamesharerecordedamongthatagegroupayearearlier.Meanwhile,GenZers'supportforAI-poweredadsandbrandcontentgrewbyfourpercentagepointsto63percentin2024.

ReadmoreNote(s):UnitedStates;March15,2023,andMarch6,2024;1,000respondents;18yearsandolderSource(s):Dentsu;TolunaCorporateConsumertrustlevelstowardsinfluencercontentgeneratedbyartificialintelligence(AI)intheUnitedStatesasofFebruary2023ConsumertrustlevelstowardsAI-generatedinfluencercontentintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%34%40%TrustthesameamountDistrustalittlemoreDistrustagreatdealDon'tknow22%17%14%TrustalittlemoreTrustagreatdealmore9%4%22Description:AccordingtoasurveyconductedinFebruary2023,34percentofconsumersintheUnitedStatestrustedinfluencercontentgeneratedbyartificialintelligence(AI)thesameamountastheytrustedcontentgeneratedbyhumaninfluencersthemselves.Another22percentofU.S.consumersdistrustedthesametypeofcontentalittlemorethanthehuman-generatedone.ReadmoreNote(s):UnitedStates;February16,2023;18yearsandolderSource(s):BusinessInsider;IpsosLevelsofappealofgenerativeartificialintelligence(AI)imagesinsocialmediacreatedbyadvertisersaccordingtoconsumersintheUnitedStatesasofJanuary2023,byageAppealofgenerativeAIimagesinsocialmediaadvertisingintheU.S.2023Brands/advertisers14%Socialmediainfluencers18%16%14%12%10%8%16%13%12%6%4%3%3%2%2%2%2%1%0%18to34yearsold35to44yearsold45to54yearsold55to64yearsold65+yearsold23Description:InasurveyconductedintheUnitedStatesin2023,16percentofrespondentsagedbetween35and44-years-oldstatedthatgenerativeartificialintelligence(AI)imagescreatedand/orsharedbybrands/advertiserswereextremelyappealing.Another12percentofrespondentsagedbetween18and34-years-oldstatedthatgenerativeAIimagesareextremelyappealinginsocialmediaadvertisingwhencreatedand/orsharedbyinfluencers.

ReadmoreNote(s):UnitedStates;January9to11,2023;1,008respondentsSource(s):BigVillageCHAPTER

05BrandusageConsumersupporttobrandsusingartificialintelligence(AI)forselectedactivitiesintheUnitedStatesasofMarch2024ConsumersupporttobrandsusingAIforselectedactivitiesintheU.S.2024SupportNeutralOppose100%90%80%70%60%50%40%30%20%10%0%24%16%24%29%18%32%15%16%60%60%53%53%CreateadsorcontentDesignproductsorservicesOfferpersonalizedrecommendationsOffercustomerservicesupport25Description:AccordingtoasurveyconductedamongadultconsumersintheUnitedStatesinMarch2024,60percentofrespondentssaidtheysupportedbrandsusingartificialintelligence(AI)tocreateadsorcontent.ThesameshareofrespondentssupportedAI-poweredproductandservicedesign.ReadmoreNote(s):UnitedStates;March6,2024;1,000respondents;18yearsandolderSource(s):Dentsu;TolunaCorporateConsumerattitudestowardartificialintelligence(AI)usagebybrandsintheUnitedStatesasofMarch2024ConsumerattitudestowardAIusagebybrandsintheU.S.202445%41%40%40%35%30%25%20%15%10%5%35%0%PreferbrandsthatuseAItodesignproductsandservicesoveronesthatdonotPreferbrandsthatuseAIintheircustomerexperienceoveronesthatdonotWillingtopaymoreforproductsandservicesthataredesignedwithAI26Description:AsofMarch2024,around41percentofadultssurveyedintheUnitedStatessaidtheypreferredbrandsthatusedartificialintelligence(AI)todesignproductsandservicesoveronesthatdidnot.Approximately40percentreportedfavoringbrandsthatusedAIintheircustomerexperience,whilearound35percentsaidtheywerewillingtopaymoreforproductsandservicesdesignedwithAI.ReadmoreNote(s):UnitedStates;March6,2024;1,000respondents;18yearsandolderSource(s):Dentsu;TolunaCorporateConsumersupporttobrandsusingartificialintelligence(AI)forselectedactivitiesintheUnitedStatesasofMarch2024,bygenderSupportforbrandsusingAIforselectedactivitiesintheU.S.2024,bygenderMenWomen70%60%50%40%30%20%10%0%66%63%58%57%57%54%49%48%CreateadsorcontentDesignproductsorservicesOfferpersonalizedrecommendationsOffercustomerservicesupport27Description:DuringaMarch2024surveyamongadultsintheUnitedStates,63percentofrespondingmenexpressedsupportforbrandsusingartificialintelligence(AI)tocreateadvertisementsorcontent.Amongwomen,thesharestoodat57percent.Meanwhile,66percentofmenapprovedofbrandsusingAItodesignproductsorservices,whereas54percentoffemaleintervieweesagreed.

ReadmoreNote(s):UnitedStates;March6,2024;1,000respondents;18yearsandolderSource(s):Dentsu;TolunaCorporateCHAPTER

06Spotlight:marketers'perspectiveLeadingtasksadvertisersthinkwouldhavethebiggestimpactfromartificialintelligence(AI)intheUnitedStatesasofNovember2023ToptasksadvertisersthinkwillhavethebiggestimpactfromAIintheU.S.2023Shareofrespondents0%10%20%30%40%50%Providingcampaignmeasurement&insightsCreativedevelopment52%48%46%44%43%41%40%38%37%36%Creativeoptimization(i.e.,DCO,predictivecreative)AdfrauddetectionPredictiveaudiencesAudiencesegmentationContextualtargetingAIinteractiveadformatsKeywordmanagementSocialmediamonitoringandsentimentanalysis29Description:AsofNovember2023,around52percentofadvertiserssurveyedintheUnitedStatesreportedthatprovidingcampaignmeasurementandinsightswasthetasktheythoughtwouldseethebiggestimpactfromAI.Creativedevelopmentfollowed,selectedby48percentofrespondents,andcreativeoptimization(i.e.,DCO,predictivecreative)followedcloselybehind,selectedby46percentofrespondents.

ReadmoreNote(s):UnitedStates;October27toNovember13,2023;351respondentsSource(s):EbcoTrends;PublicisMedia;YahooLeadingbenefitsofartificialintelligence(AI)formarketers'financialresultsintheUnitedStatesasofNovember2023KeyadvantagesofAIformarketers'rolesintheU.S.in2023Shareofrespondents0%10%20%30%40%50%60%70%80%ReducethetimeIspendonmanualtasksProducecontentfaster87%85%83%83%82%81%81%AllowmetospendmoretimeonthecreativeaspectsofmyroleAllowmetospendmoretimeonthestrategicaspectsofmyroleHelpmegetideasandinspirationIncreasesalesfortheorganizationIncreaseawarenessSavemoneyfortheorganization75%75%Reducecosts(CPA,etc.)IncreaseROAS74%HelpusexceedcampaignbenchmarksHelpmeenjoymyjobmore74%74%30Description:AsofNovember2023,around87percentofadvertiserssurveyedintheUnitedStatesreportedthatartificialintelligence(AI)reducedthetimetheyspentonmanualtasks.Another83percentofrespondentsstatedthatAIallowedthemtospendmoretimeonthecreativeaspectsoftheirroles,and85perc