Global Study: Poor-Quality AI Content Puts Brand Trust at Risk
Rhea-AI Summary
DoubleVerify (NYSE: DV) released a global study on how AI-generated content and AI-based advertising affect brand perception and media quality. Based on surveys of 22,000 consumers in 22 markets and 2,020 marketers in 21 markets, the report shows that both groups focus less on AI itself and more on the quality and context of AI use.
According to DoubleVerify, 42% of consumers say low-quality AI ads would hurt their view of a brand, while more than half of marketers worry about ads near low-quality AI content. The company highlights regional differences in AI optimism and references its DV AI Verification offering to help advertisers avoid low-quality AI-generated content.
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Market Reaction – DV
Following this news, DV has declined 9.78%, reflecting a notable negative market reaction. Our momentum scanner has triggered 3 alerts so far, indicating moderate trading interest and price volatility. The stock is currently trading at $10.15.
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Key Figures
Previous AI Reports
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Jun 22 | AI solution expansion | Positive | -1.6% | Expanded DV Authentic AdVantage to Meta and TikTok with reported campaign performance improvements. |
| Jun 17 | AI engine launch | Positive | -1.5% | Launched DV Neura with integrations and expanded content classification and impression monitoring. |
| Jun 11 | AI reporting launch | Positive | -0.9% | Introduced AI-powered brand suitability reporting for YouTube Audio Ads campaigns. |
| May 18 | AI controls launch | Positive | +2.3% | Launched AI-powered content-level controls for advertisers on Meta Threads. |
| May 07 | AI fraud study | Negative | -2.7% | Reported a 140% year-over-year increase in global CTV fraud schemes. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
DV's AI-related announcements produced mostly negative 24-hour reactions despite generally positive product or measurement news.
Key Terms
brand suitability technical
ai-generated content technical
AI-generated analysis. How Rhea-AI works. Not financial advice.
Among the findings, more than half of marketers are concerned about ads appearing alongside low-quality AI content, while
NEW YORK, July 29, 2026 (GLOBE NEWSWIRE) -- DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimize ad performance and prove campaign outcomes, today released a new global study examining consumer and marketer attitudes toward AI’s growing role in content and digital advertising, from low-quality AI content and AI-generated ad creative to advertising within AI chat experiences. The report, Global Insights: Media Quality in the Age of AI, finds that consumers and marketers are responding less to the use of AI itself and more to the quality and context of how it is applied.
The findings are based on a DV-commissioned global survey of 22,000 consumers across 22 markets and 2,020 marketers and advertisers across 21 markets. Together, they offer one of the broadest global views to date of how consumers and marketers are navigating AI’s growing role in digital marketing and media.
“AI is rapidly reshaping how content is created, how consumers experience media and how advertisers reach audiences,” said Mark Zagorski, CEO of DoubleVerify. “Our research confirms that AI itself is not what determines engagement. The quality of the output does. As AI becomes more deeply embedded across the digital ecosystem, the industry must ensure that innovation does not come at the expense of media quality, transparency or trust. Advertisers need the same confidence and clarity in emerging AI environments that they expect across every other digital channel.”
Consumer Acceptance of AI Comes With Conditions
Consumers are generally positive about AI’s effect on their online experiences, though sentiment varies by region. Globally,
At the same time, consumers respond strongly to the quality of AI-generated content. Although
The findings suggest consumers are not rejecting AI outright; rather, their response depends on the quality and context of its use.
This extends to advertising within AI platforms. Globally,
AI Expands the Media Quality Challenge for Marketers
Like consumers, marketers differentiate between high- and low-quality AI content, with more than half (
As AI becomes more embedded in advertising, these concerns extend beyond where ads appear to the ads themselves. Nearly half (
Marketers are similarly cautious about advertising within AI platforms. Half (
AI Optimism Is Strongest in LATAM and APAC
Compared with consumers in North America, those in LATAM and APAC expressed greater enthusiasm for AI.
Sixty-nine percent of consumers in LATAM and
Globally, across the board it’s clear that transparency and trust are crucial in a media ecosystem being transformed by AI. Last year, DV introduced DV AI Verification™, a comprehensive offering designed to help advertisers identify AI agent interactions and avoid low-quality AI-generated content, also known as AI slop, across the open web and social environments.
The full Global Insights: Media Quality in the Age of AI, North America report is available for download here. DV will also release a series of regional reports in the coming weeks, providing deeper insights into how consumer and marketer attitudes toward AI content and advertising vary across LATAM, EMEA and APAC.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media. For more information about DoubleVerify, visit http://www.doubleverify.com.
Chris Harihar
646-535-9475
chris@crenshawcomm.com
