Key stat: Gen Z is nearly twice as likely as millennials to view AI-generated ads negatively, 39% vs. 20%, according to January data from the Interactive Advertising Bureau and Sonata Insights.

Beyond the chart:

• The Gen Z resistance has a clear alternative: Authenticity. Some 70% of Gen Z consumers say UGC is very helpful to their buying journey, and 60% of consumers overall say UGC is the most genuine form of advertising, per dcdx.
• Meanwhile, the skepticism isn't just a Gen Z phenomenon. Only 12% of US adults say they're more likely to buy from brands using AI in advertising, per CivicScience, and 28% are mostly negative about AI in marketing overall, per Tinuiti.

Use this chart: Drop this in your next creative or media planning meeting to show how differently Gen Z and millennials respond to AI-generated ads. Use the sentiment gap to pressure-test your campaign targeting, and show your brand team where AI creative needs more human polish to earn younger audiences.

Related EMARKETER reports:

• Generational Attitudes Toward Digital Advertising 2025 (EMARKETER subscription required)
• AI, Consumer Behavior, and the Trust Economy (EMARKETER subscription required)

Methodology: Data is from the January 2026 Interactive Advertising Bureau (IAB) and Sonata Insights report titled "The AI Ad Gap Widens." 505 US consumers ages 16-43 were surveyed during October 2025-January 2026. 150 respondents were Gen Z (ages 16-27) and 150 were millennials (ages 28-43). In addition, 104 US advertising executives at companies with annual media spend of at least $1 million were also surveyed.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.