Heather Pressler on the Fine Line Between Engagement and Trust
Artificial Intelligence is reshaping marketing, but here’s the real question:
Should you tell your audience when AI helped create your ad?
That is what BlueHuki’s Heather Pressler, alongside Sara Hanson and Jeffrey Carlson, explored in the JAR (Journal of Advertising Research) Podcast episode discussing their article “The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising.”
Their research uncovers a surprising truth. Watch the video below:
AI can boost engagement but dampen conversions.
And Heather’s insights go straight to what every brand should think about before slapping “AI-generated” on their next campaign.
Heather’s Highlights:
What Every Marketer Should Know
1. Client Reality Check
Heather brought in the practitioner’s view how real clients react to AI in advertising. While many love the innovation, others still resist due to consumer skepticism or brand-trust concerns.
2. Engagement Isn’t the Same as Conversion
AI ads can get more clicks and comments, but that doesn’t always mean more sales or sign-ups. Marketers must match their AI usage to the campaign’s goal.
3. Timing in the Funnel Matters
AI-generated content may spark curiosity later in the funnel, when audiences already trust your brand. But as a first impression, it can feel impersonal and even off-putting.
“Transparency is important, but so is timing. Marketers need to decide where in the journey AI should show up.”
4. Industry Shifts Reflect Consumer Mood
Even Meta and Google are rethinking how AI integrates into their ad platforms, these are signs that they’ve noticed the same tension between novelty and trust.
5. The Balancing Act
Success with AI ads lies in how visible your AI use is, how clearly you disclose it, and how your audience interprets it.
The winning formula?
Let AI assist your creativity but let humans lead the story.
Ready to Build AI-Smart Campaigns That Stay Human?
AI can get attention but authenticity keeps it. Before declaring your next ad “AI-generated,” ask yourself: Is this transparency or a distraction? Does it deepen trust or distance it?
And if you’re rethinking your ad strategy for 2026,
📅 Book with Sara here to design AI-smart campaigns that stay human at heart.
