How AI bias affects marketing

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Why We Trust Our AI More Than Others

AI is revolutionizing the way we create content, but not everyone values AI-generated work the same way. According to new research, people perceive their AI-assisted work more favorably than content created by others using the same tools. This bias has major implications for businesses and marketers relying on AI-driven content strategies.

How People View AI-Generated Work

Studies show that:

• People are 12.6% more accepting of their AI-assisted cover letters than those created by others.
• AI-assisted assignments were viewed 11.2% more favorably when written by the individual using AI.
• Users believe their own AI contributions are 22.4% greater than other people’s AI-driven efforts.

Why This Happens

Humans tend to rationalize their behaviors while being more critical of others. This applies to AI-generated content—people assume their AI usage is for inspiration and support, while others are simply outsourcing the work.

How Marketers Can Navigate This Bias

1️⃣ Clarify AI’s Role – Be transparent about how AI is used in content creation. Instead of saying “AI wrote this,” specify what role AI played (e.g., “AI assisted with research”).

2️⃣ Balance AI and Human Input – Humans should always edit and refine AI-generated content to ensure quality and alignment with brand messaging.

3️⃣ Avoid Overstating AI’s Involvement – If ethical, you may omit mentioning AI usage to prevent audience bias against AI-assisted content.

The Takeaway

AI is a powerful tool, but its perception varies depending on who uses it. To maintain trust and engagement, position AI as a supportive asset rather than a full content creator. Strategic AI use—combined with human oversight—can help bridge the perception gap and enhance credibility.

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