As the Advertising Standards Authority increases its focus on misleading imagery, and platforms like TikTok continue to favour raw, unfiltered content, brands are facing a different kind of creative pressure. At the same time, categories like food are already under scrutiny through HFSS regulation, with higher expectations around realism and representation. This is the environment AI-generated advertising is entering. 

AI offers clear advantages in speed, scale and cost. But our latest research at The Harris Poll UK suggests a more complicated picture. While AI may make it easier to produce advertising, it may also make it harder to earn belief.