Is artificial intelligence more creative than marketers when developing content? Does AI-generated content tend to be of higher or lower quality compared with human-created content?

To find out, Brandbuilders conducted a survey in October 2023 among 184 marketers in the United States.

Some 41% of marketers say AI is less creative than they are, 34% say it is equally creative, and 25% say it is more creative.


Among respondents who say AI is equally or less creative than marketers, the top reason given is that the technology tends to create content that feels formulaic and robotic.

Some 55% of respondents say AI-generated content tends to be of lower quality than human-generated content, 35% say it tends to be just as good, and 10% say it tends to be of higher quality.


More than three-fourths  (76%) of marketers say they can often tell the difference between AI-generated and human-created content.

About the research: The report was based on data from a survey conducted in October 2023 among 184 marketers in the United States.

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Is AI More Creative Than Marketers?

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji