The AI Marketing Dilemma - By Phill Agnew

There's a community on Reddit where users debate if an image is AI-generated.

This image was subject to fierce debate. Turns out it is AI-generated.

pizza

This is an AI pizza.

In the comments, most users say they'd stop visiting a restaurant that used AI in its photos.

Another user shared an example of their local pizza joints doing the same.

pizza 2

Sarno forgot to erase the Papa John's logo from their AI pizza.

Reddit users hate these AI images.

One commenter said: "this picture alone is enough for me to never order from them."

But do AI designs actually hurt sales?

Can AI hurt sales?

In 2026, researchers Yang and Tian conducted nine experiments on AI-generated products.

Participants were shown images of chairs, perfumes, potato sticks and snacks.

Half were told the product was designed by a human.

Half were told the same product was designed by AI.

AI 1

Turns out, participants were 29% less willing to buy products designed by AI.

AI 2

Right now, customers are put off by AI. If they're told a product is AI-designed, they'll dislike it more.

Although there's a temptation to use AI to create delicious-looking images of your pizza, be careful.

Because if customers spot it's fake, they'll flee.

At B2B Marketing Live I’ll be hosting a panel on the AI Marketing Dilemma, giving marketers guidance on balancing efficiency and trust. 

We’ll be covering examples like these and providing marketers with the tips they need to use AI without putting off customers.

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Written by Phill Agnew, Podcaster at Nudge Podcast

Phill Agnew hosts Nudge, the UK's #1 marketing podcast. It's a critically acclaimed behavioural science show that has featured world-renowned guests such as Richard Shotton, Rory Sutherland, Tali Sharot, Jonah Berger, Dan Pink, and Chris Voss.