I’ve been paying a lot of attention to AI over the last year — not just the technology itself, but how consumers are responding to it.

Everyone in marketing wants to predict where this is going and be first movers, but I don’t think speed matters if we don’t fully understand where consumer sentiment is heading.

Now, we’re getting some answers. ...

Only 19% of consumers say they feel excited about AI today. Two years ago, that number was around 50%. More than half of Americans report experiencing AI fatigue. And perhaps most telling, consumers are 4X more likely to trust a brand less when they recognize AI-generated content.

A brand’s No. 1 job is building trust. So anything that can erode trust should be deployed with real caution.

If you’re running a sports property, that should be a warning sign, because sports is one of the few industries built almost entirely on trust and emotion. Fans fall in love with the athletes, teams, moments, traditions and stories.

That’s why so much AI-generated content feels empty. It’s the microwave TV dinner version of content.

The Arizona Cardinals took heat for an AI-based schedule release. NBA on ABC faced criticism after using AI-generated creative in an NBA Finals promotion featuring Tony Parker. Even A.J. Brown found himself defending AI-generated childhood photos that fans immediately questioned.

Meanwhile, one of the biggest social wins of the summer wasn’t powered by AI at all. The Minnesota Timberwolves posted:

“btw, none of our graphics are AI.”

That tweet alone generated millions of impressions and........

© Sports Business Journal