Consumers Are Warming Up to Digital Ads and AI, Report Finds

Consumers are warming on digital advertising – including artificial intelligence-generated content – according to a new report  from the market research firm Kantar.

Kantar’s 2025 Media Reactions report found that nearly six in 10 consumers – 57 percent – feel positively toward digital advertising, continuing an upward trajectory that’s taken shape since 2020. 

At the same time, consumer sentiment toward generative AI is on the rise, with 68 percent of respondents saying they feel positively about the possibilities for the emerging technology. That’s up 6 percentage points from 2020, according to Kantar’s report.

The report suggests an increasingly friendly online ad landscape for brands and campaigns as they take an increasingly digital-first approach to advertising and look to AI to streamline key aspects of the creative process. Kantar’s report found that 70 percent of marketers are already using AI as part of their work.