Authenticity is Priceless in the Age of AI
As artificial intelligence infiltrates nearly every aspect of a consumer’s digital life and product purchasing journey, one topic of contention is “AI Slop” — low-quality writing, images and media made using generative AI technology. Beyond social media, this perceived “slop” is now showing up in brand campaigns, like J.Crew’s recent vintage campaign, which consumers quickly sleuthed was created with AI, as well as on inspiration platforms like Pinterest and TikTok, places consumers have historically used to find authentic inspiration from real life individuals.
When it comes to where consumers draw the line with AI — whether its purpose is to influence, inspire or enable — new data from Diffusion’s 2025 Home Inspiration Report revealed a core tension: AI is generally seen as functional, but consumers feel misguided when it actively replaces creativity and authenticity.
Skepticism Toward AI Replacing Creativity
The new data found that roughly one in four consumers are “on the fence” when it comes to integrating AI into various touchpoints of the inspiration process when beginning their purchasing journey, signaling a widespread curiosity without commitment. It also found that 45 percent of Americans would rather hire a personal designer than use AI (even if AI is the cheaper option), revealing that in creative and personal spaces, human expertise is still considered more trustworthy and aspirational.
However, Americans also recognize AI’s value for functional tasks. For instance, consumers were interested in using AI for functional things like optimizing space planning and layout, but when it comes to the rest of the design process, they want brands and product recommendations to feel authentic, not automated. This signals that when looking to integrate AI, brands must balance the practical value the technology provides with the potential loss of trust when it feels like a replacement for creativity. AI tools that are functional, such as style quizzes, space optimization and budget-friendly recommendations, will be met with less resistance than using AI in place of professional campaign photography, human-written copy, user testimonials and more.
When it comes to generational nuances, while millennials and Gen Z are especially open to AI, in-store experiences and expert consultations remain powerful influences across all generations. For example, 40 percent of Gen Zers, 53 percent of Gen Xers and 50 percent of baby boomers said in-person guidance impacts their final purchasing decisions. Media also plays a pivotal role in shaping trust. Nearly half of Americans (49 percent) said coverage and reviews from credible news outlets like Wirecutter and NBC Select impact their final purchasing decision. The sweet spot for brands is blending digital innovation with human connection, giving consumers confidence as well as convenience.
What This Means for Brands
Consumers understand that AI can provide value to their lives. It can save them time and money, find the perfect product in their price range, or even help determine personal style. For brands, those are welcome and valuable integrations. However, consumers will push back if AI undermines authenticity or replaces human creativity. The most successful use of AI will be as a functional tool, not as a replacement for expert recommendations, media reviews, professional advice or in-person experiences. The core brand experience should remain rooted in human creativity.
The main takeaway for brands is this: AI can be powerful, but authenticity is priceless. For brands, winning in 2025 and beyond means striking the right balance of leveraging AI’s utility without sacrificing the human creativity and trust consumers crave.
Kate Ryan is managing director of Diffusion PR, an award-winning PR agency.
