AI-Generated Advertising: Skepticism and Calls for Transparency in Switzerland
Two-thirds of the Swiss population are skeptical of AI-generated advertising. At the same time, many recognize concrete benefits—provided transparency is ensured. This is shown by a study conducted by management tools research.
Artificial intelligence is rapidly transforming the world of advertising—and is met with considerable skepticism among the Swiss public. Two-thirds of those surveyed have a somewhat or clearly negative view of AI-generated advertising. This is shown by a representative online survey conducted by management tools research between January 14 and 16, 2026, involving a total of 860 people aged 16 to 74 from German-speaking and French-speaking Switzerland.
Unnaturalness and job loss as key concerns
The critical attitude toward AI-generated advertising stems from various sources. «AI advertising is met with particular skepticism when it appears unnatural or inauthentic,» says Laura Colledani, CEO of management tools research. The most frequently cited concern, at 62.8 percent, is that AI-generated content could reinforce unrealistic beauty ideals. Additionally, 62.4 percent of respondents fear the potential loss of jobs in creative professions.
Another key issue: 61.6 percent view AI-generated advertising as misleading to consumers. The longer time passes, the harder it becomes to clearly distinguish artificially generated images and content from real ones. Accordingly, just under half of those surveyed say they have seen AI-generated advertising in the past four weeks—and about one-third cannot say for sure. When AI advertising is recognized, it is primarily due to characters or image details that appear unnatural—or because there is an explicit label indicating it is AI-generated.
Clear Majority Calls for Labeling of AI-Generated Advertising
It is precisely this labeling that plays a central role: More than three-quarters of those surveyed believe that AI-generated advertising should be clearly labeled. «Consumers want to be able to tell whether an ad was created using AI or not,» emphasizes Laura Colledani. Simple and clearly visible symbols or labels are preferred. This finding is one of the clearest in the entire study and underscores the desire for transparency.
Between Rejection and Acceptance
Despite this generally critical attitude, there is a notable ambivalence. About two-thirds of respondents say they liked or liked very much the AI-powered ads they saw in the past four weeks. In addition, many respondents recognize specific benefits: A majority views AI as the technology of the future, one that allows content to be created more efficiently, in a more targeted manner, and with higher quality. Artificial intelligence is thus perceived not only as a threat, but also as a useful tool.
The public, therefore, makes a nuanced distinction between benefits and risks. «Although AI-generated advertising is viewed critically by many, it has long been accepted as a reality,» notes Laura Colledani. «What seems to matter less is whether AI is used, but rather how it is used. For brands, the challenge lies in using AI in a way that keeps their identity recognizable, ensures their communication comes across as authentic, and maintains a consistent brand image. Only when AI aligns with the brand and strengthens the existing brand fit can it realize its full potential without compromising credibility.»
About the study
The results are based on a representative online survey of the general population conducted by management tools research between January 14 and 16, 2026. A total of 860 people aged 16 to 74 in German-speaking and French-speaking Switzerland were surveyed. The data was weighted by age, gender, and region.
Further information about the study and the services offered by management tools research is available at: https://www.management-tools.ch
