Global Study: Poor-Quality AI Content Puts Brand Trust at Risk

DoubleVerify (NYSE: DV) released a global study on how AI-generated content and AI-based advertising affect brand perception and media quality.

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.

Argus Jul 29 session 27 alerts

+2.40% close to close 0.4x rel. volume Open Argus

Details

News Market Reaction – DV

+6.7% Peak Tracked

-5.7% Trough Tracked

$1.72B Market Cap

In the Jul 29 session, DV gained 2.40%, reflecting a moderate positive market reaction. Argus tracked a peak move of +6.7% during that session. Argus tracked a trough of -5.7% from its starting point during tracking. Our momentum scanner triggered 27 alerts that day, indicating elevated trading interest and price volatility.

Data tracked by StockTitan Argus on the day of publication.

Market Context

The AI-tagged record averaged -0.86% across five events, adding a mixed historical lens to this glob...

Analysis

The AI-tagged record averaged -0.86% across five events, adding a mixed historical lens to this global study. The survey’s trust findings are relevant to DV’s positioning, while the main risk is whether reported concern translates into spending.

Key Figures

Consumer survey sample: 22,000 consumers Consumer markets: 22 markets Marketer survey sample: 2,020 marketers and advertisers +5 more

Consumer survey sample

22,000 consumers

Global survey across 22 markets

Consumer markets

22 markets

Global survey coverage

Marketer survey sample

2,020 marketers and advertisers

Survey across 21 markets

Marketer markets

21 markets

Global survey coverage

AI experience improvement

63%

Consumers globally reporting improved online experiences

North America AI experience improvement

50%

Consumers in North America

Low-quality AI advertising concern

42%

Consumers saying it would negatively affect brand opinion

Low-quality AI content concern

53%

Marketers concerned about ads appearing alongside it

Previous AI Reports

5 past events · Latest: Jun 22

Same Type 5 events

1. Jun 22

   AI solution expansion

   24h Move

   -1.6%

   Expanded DV Authentic AdVantage to Meta and TikTok with reported campaign performance improvements.

2. Jun 17

   AI engine launch

   24h Move

   -1.5%

   Launched DV Neura with integrations and expanded content classification and impression monitoring.

3. Jun 11

   AI reporting launch

   24h Move

   -0.9%

   Introduced AI-powered brand suitability reporting for YouTube Audio Ads campaigns.

4. May 18

   AI controls launch

   24h Move

   +2.3%

   Launched AI-powered content-level controls for advertisers on Meta Threads.

5. May 07

   AI fraud study

   24h Move

   -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.

Key Terms

brand suitability, ai-generated content

2 terms

brand suitability technical

"avoid low-quality AI-generated content, also known as AI slop, across the open web"

Brand suitability is a set of standards a company uses to decide which advertising spaces, content partners, or marketing environments align with its reputation and values. For investors, it matters because a mismatch can harm sales, customer trust, or lead to costly public-relations problems—think of it like choosing the right neighborhood for a storefront: the wrong location can repel customers and damage long-term value.

ai-generated content technical

"56% say they cannot consistently identify AI-generated content"

Content created automatically by computer programs that use artificial intelligence to write text, generate images, or produce audio and video rather than a human author. Investors care because this “robot-produced” material can speed up communications and cut costs, but it also raises risks around accuracy, disclosure, legal compliance and company credibility—similar to trusting automated bookkeeping versus a human review, errors or misleading claims can affect value and regulatory standing.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Among the findings, more than half of marketers are concerned about ads appearing alongside low-quality AI content, while 42% of consumers say low quality AI advertising would negatively affect their opinion of a brand

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, 63% say AI-powered tools such as search summaries, chatbots, creative automation and recommendations improve their online experience, compared with 50% in North America, the most cautious region measured.

At the same time, consumers respond strongly to the quality of AI-generated content. Although 56% say they cannot consistently identify AI-generated content, 42% say a brand’s use of low-quality or “uncanny” AI-created advertising would negatively affect their opinion of the brand, while 40% view polished, professional AI ads positively.

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, 46% view ads in AI chat platforms positively, compared with just 34% in North America. However, DV found that acceptance depends heavily on the experience. Across the scenarios tested – including ads alongside negative, sad or highly personal conversations – contextual relevance was the only one where positive sentiment outweighed negative.

AI Expands the Media Quality Challenge for Marketers

Like consumers, marketers differentiate between high- and low-quality AI content, with more than half (53%) concerned about ads appearing alongside low-quality AI content, compared with 45% for high-quality content.

As AI becomes more embedded in advertising, these concerns extend beyond where ads appear to the ads themselves. Nearly half (48%) of marketers are concerned about using AI to build ad creative, peaking at 63% in North America.

Marketers are similarly cautious about advertising within AI platforms. Half (50%) are concerned about serving ads in these environments, rising to 63% in North America. For marketers considering AI chat as an advertising channel, greater transparency and independent measurement are key considerations before investing.

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 68% in APAC say AI-generated content has improved their online experience, while 57% and 53%, respectively, are positive about advertising within AI platforms. EMEA consumers fall in the middle, with 53% saying AI-generated content has improved their experience and 39% expressing positive sentiment toward ads in AI platforms.

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 

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did DoubleVerify (NYSE: DV) find about low-quality AI content and brand trust in 2026?

DoubleVerify found that low-quality AI advertising can damage brand perceptions. According to DoubleVerify, 42% of consumers say such AI-created ads would negatively affect their opinion of a brand, highlighting media quality as a key risk in AI-driven marketing.

How do consumers and marketers view AI-generated content in DoubleVerify's 2026 global study on DV?

Consumers and marketers focus on AI quality and context rather than AI itself. According to DoubleVerify, 63% of consumers globally say AI-powered tools improve their online experience, but many react negatively when AI content or ads appear low-quality, uncanny, or poorly placed.

What regional differences did DoubleVerify (DV) report about AI advertising acceptance in 2026?

LATAM and APAC consumers show the strongest AI optimism. According to DoubleVerify, 69% in LATAM and 68% in APAC say AI-generated content improves their experience, with over half positive about ads in AI platforms, compared with more cautious sentiment in North America and mid-range levels in EMEA.

How concerned are marketers about AI-generated ads and AI platforms according to DoubleVerify (DV)?

Marketers express notable caution about AI in advertising. According to DoubleVerify, 48% are concerned about using AI to build ad creative and 50% are concerned about serving ads within AI platforms, with concern levels rising to 63% in North America for both areas.

What is DV AI Verification and how does DoubleVerify say it helps with AI content risk?

DV AI Verification is DoubleVerify’s offering to address AI-related media quality. According to DoubleVerify, it helps advertisers identify AI agent interactions and avoid low-quality AI-generated content, sometimes called AI slop, across the open web and social environments, supporting transparency and brand safety.

How large was the sample size in DoubleVerify's 2026 AI media quality study on DV?

The study used sizeable global samples of consumers and marketers. According to DoubleVerify, the research surveyed 22,000 consumers across 22 markets and 2,020 marketers and advertisers across 21 markets, providing a broad view of attitudes toward AI in digital content and advertising.