Zefr, the global leader in brand suitability technology for social platforms, in collaboration with OM Media Trials, has released the industry’s first study measuring the real-world brand impact of advertising placed next to AI-generated content. The research, titled “AI Slop or Not? Navigating the Risks and Opportunities of Ad Adjacency to AI-Generated Content,” challenges the blanket view of AI content as uniformly low-quality or risky.
While much industry discussion has centered on brands using AI in their own creative processes, this study uniquely examines consumer responses when brand ads appear alongside AI-generated videos and imagery on social platforms. Conducted by OM Media Trials, the research provides a cross-market perspective from the United States and Canada on how AI adjacency influences brand perception and performance.
“AI content is rapidly becoming unavoidable for advertisers, but treating all AI as a single risk category is both inaccurate and limiting,” said Jon Morra, Chief AI Officer at Zefr. “This research shows that some AI environments can drive positive brand outcomes, while others introduce real brand risk. The difference lies in the type of AI content and how it aligns with brand values.”
The study reveals a broader challenge in digital media: growing uncertainty about what is real versus AI-generated. 32% of consumers mistakenly identify human-created content as AI-generated, with frequent misidentification occurring around content featuring public figures or sexualized imagery, which audiences often perceive as authentic.
This confusion can negatively affect brand metrics when adjacency lacks clarity, leading to declines in favorability, trust, and purchase intent.
The research demonstrates that AI-generated content is not inherently detrimental to brands. In categories such as satire, humorous youth-oriented depictions, and creative expression, ads placed next to AI content showed measurable lifts in ad recall and perceptions of brand innovation.
By contrast, spam-like, misleading, or low-quality AI environments were most associated with negative brand impact. These findings highlight the importance of distinguishing between high-value AI experiences and problematic “slop.”
Consumers maintain clear boundaries: 81% identify at least one AI content type as unsuitable for brand adjacency, with shared responsibility across brands, platforms, and creators when misalignment occurs. Canadian audiences exhibited heightened sensitivity compared to those in the United States.
Transparency significantly mitigates risk. When AI content is clearly labeled, 41% of consumers report more positive brand feelings. Trusted creators and open use of AI tools further strengthen perceptions, underscoring the value of disclosure in maintaining consumer confidence.
“AI content is only going to become more prevalent in the months and years ahead,” said Kara Manatt, EVP of Intelligence Solutions at OM Media Trials. “The solution is not to shut off an entire category of content, but to give brands the control and intelligence to align with the right AI environments, and avoid the ones that create risk.”
Brands can partner with Zefr to establish customized AI suitability thresholds and apply tailored controls that align advertising with preferred AI content categories while limiting exposure to those that pose risks.
About Zefr
Zefr is the leader in AI-powered content classifications for brands and advertisers. Zefr's platform is purpose built for multi-modal content understanding on open platforms like YouTube, TikTok, Meta and Snap, with pre-bid activation and verification solutions. Our products safeguard media and AI investments, while maximizing performance and efficacy on those channels. Headquartered in Los Angeles with global offices across New York, Chicago, London, Toronto, Singapore, and more, Zefr is redefining what trust and transparency means for social media in the age of AI. To learn more, visit zefr.com.
About OM Media Trials
OM Media Trials is a dedicated research unit within Omnicom Media that partners with media owners and adtech platforms to explore how media and creative impact consumers’ decision-making in the age of influence. By using the latest technology, intelligent tools, and innovative research methods, OM Media Trials quantify the effectiveness and impact of new ad products and marketing strategies, delivering data and insights that can improve performance. And with access to powerful brands through the world’s largest global media management network, this customized research is built on real world campaigns and signals.
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