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News • August 11th, 2026
|A recent study has revealed something quite surprising: a staggering 70% of consumers are unable to tell whether marketing materials were created by artificial intelligence (AI) or by human designers. This finding underscores how rapidly AI technology is evolving and becoming integrated into the world of marketing. Conducted by instantprint, the research surveyed 2,000 individuals, including UK consumers, business owners, and marketing professionals, and has significant implications for how businesses approach their marketing strategies.
Understanding AI in Marketing
As AI tools gain popularity among businesses, the study found that many people struggle to distinguish between AI-generated and human-created marketing materials. Participants viewed a range of summer-themed assets, such as posters, flyers, and social media ads, and were then asked to identify their creators. Surprisingly, only 12% of respondents correctly identified every AI-generated campaign asset shown during the study.
This lack of recognition highlights how advanced AI technology has become. More than half of those surveyed (54%) expressed surprise at the quality of the AI-generated designs when the results were revealed. This suggests that the visual quality of marketing materials is no longer a reliable indicator of their origin.
AI's Role in Business
The findings also illustrate how businesses are increasingly embracing AI as a vital part of their marketing strategy. Here are some key statistics from the study:
72% of business owners and marketers reported using AI to create marketing materials in the past year.
63% said AI helps them save at least three hours each week on marketing tasks.
More than 52% of respondents indicated that AI enables them to produce more marketing content than before.
However, 38% encountered problems when printing AI-generated artwork due to quality or formatting issues.
These figures demonstrate that many businesses are finding practical benefits in using AI, not just in terms of time savings but also in increasing their output of marketing materials. This can help them maintain a consistent presence across various platforms, including social media and print advertising.
Challenges with AI-Generated Artwork
Despite the advantages, the study also revealed challenges faced by businesses when using AI-generated artwork, particularly for print marketing. Many users are not familiar with the technical requirements necessary for professional printing, which can lead to issues such as low-resolution images and colour inconsistencies.
According to the research, 38% of business owners who printed AI-generated artwork reported experiencing quality issues. Additionally, 46% admitted they were unfamiliar with CMYK colour requirements, which are crucial for ensuring that designs look good in print.
The Human Touch in Creativity
Interestingly, even though consumers struggled to differentiate between AI and human-created designs, they still associated creativity, originality, and storytelling more strongly with human designers. This suggests that while AI can be a helpful tool for enhancing productivity, it does not replace the unique touch that human creativity brings to marketing.
Craig Wassell, Marketing Manager at instantprint, commented on the findings:
“The conversation around AI often focuses on whether machines will replace designers, but our findings suggest that's not what businesses are using the technology for. Most organisations are embracing AI because it helps them save time, generate ideas, and create marketing content more efficiently.”
Best Practices for Using AI in Marketing
For businesses looking to make the most of AI-generated marketing materials, instantprint has shared several recommendations:
Use AI as a creative assistant rather than a complete replacement for strategic thinking.
Review all AI-generated artwork before publishing or printing.
Ensure images are high enough resolution for their intended use.
Check colour settings and file formats before sending artwork to print.
Combine AI-generated ideas with human input to enhance creativity and brand consistency.
As artificial intelligence becomes more integrated into marketing practices, the challenge for businesses is not whether to use AI but how to effectively combine its efficiency with human creativity. This collaboration could pave the way for innovative marketing strategies that benefit both consumers and businesses alike, ensuring that the future of marketing is not a competition between humans and machines, but rather a partnership that harnesses the strengths of both.
