97% of marketers use AI daily – 78% of consumers wish they wouldn’t

May 14, 2026 Emily Chen Clock

Canva Report: AI in Marketing and Consumer Preferences

Overview

Canva’s State of Marketing and AI Report 2026 reveals intriguing insights into the relationship between marketers' adoption of AI and consumers' perceptions. While nearly all marketing leaders (97%) incorporate AI in their daily creative processes, there's a notable divergence among consumers, with 78% preferring human-crafted advertisements despite AI's potential advantages.

Key Findings:

Widespread AI Adoption: 97% of marketing leaders use AI daily, and 99% plan to increase AI investment.
Consumer Preferences: 78% of consumers favor human-made ads, even with AI's capabilities, and 87% believe the best advertising still needs a human touch.
Trust and Transparency: Consumers demand disclosure (53% for data protection, 52% for AI use), opt-out options (37%), and job security assurances to build trust in AI-driven marketing.
AI Slop Concerns: Mentions of "AI slop" have increased ninefold, indicating consumer awareness of low-quality, machine-generated content.
The Permission Gap: The report highlights the challenge of gaining consumer permission for AI use in advertising rather than just production.

Consumer Expectations:

Consumers are increasingly specific about their requirements for AI in marketing:

Data protection (53%)
Disclosure of AI use (52%)
Assurance that AI isn't replacing jobs (39%)
Ability to opt out of AI-generated ads (37%)

Evolving Landscape:

The report suggests a shift in focus from AI capabilities to consumer consent and transparency.

AI in Marketing: The Evolving Trust and Transparency Gap

While Canva's report highlights the increasing adoption of AI in marketing (97% daily usage), a significant trust gap persists. Consumers demand greater transparency, with 53% prioritizing data protection and 52% seeking disclosure of AI use. This shift towards consent-focused marketing is crucial as consumers anticipate difficulty distinguishing human from machine-generated content within the next 2-5 years (70%).

The report also emphasizes the need for brands to assure consumers that AI isn't replacing jobs, with 39% of respondents expressing this concern. This balance between leveraging AI's capabilities and maintaining trust will be key to successful marketing in the future.