Canva's report indicates that almost all marketers are utilizing AI, yet consumers continue to prefer a personal touch.

      **Summary**

      Canva's 2026 State of Marketing and AI Report reveals that 97% of marketing leaders utilize AI daily, with 99% intending to boost their AI spending. However, 78% of consumers still favor human-created advertisements, and 87% believe the best advertising needs a personal touch. The term "AI slop," referring to low-quality machine-generated content, has seen a ninefold increase in mentions. Consumers demand more transparency, with 52% wanting disclosure, 53% emphasizing data protection, and 37% wishing to opt out of AI-generated ads. The report also announces Canva's expanded partnership with Anthropic, integrating its design engine into Claude for Small Business.

      The report highlights a disparity: while nearly every marketer employs AI for creative tasks, many consumers prefer human involvement. This disconnect between industry enthusiasm and consumer skepticism underscores that the primary challenge in AI-driven marketing is obtaining consumer consent.

      When asked about their comfort with AI in advertising, 53% of consumers expressed concerns over data protection, and 52% desired transparency about AI usage. They believe that as AI-generated content becomes indistinguishable from human-made, 70% will eventually find it difficult to identify AI-created advertisements without clear disclosures.

      Quality concerns about AI content have intensified, with a significant number of marketing leaders considering "AI slop" a serious issue. Many consumers feel AI advertisements lack depth, indicating not necessarily a rejection of AI but a recognition of the difference between human-created and machine-generated content.

      Ironically, while AI contributes to lower quality content, it also allows for unprecedented personalization and rapid iteration. The real issue lies in management standards rather than technology itself.

      The report indicates that 68% of marketing leaders believe AI is enhancing business decisions, suggesting it’s not only speeding up production but also altering resource allocation and impact measurement.

      The report's timing coincided with Canva’s announcement of an expanded partnership with Anthropic, which integrates its design capabilities into the AI assistant Claude for Small Business, enabling small business owners to create on-brand marketing campaigns directly from the assistant.

      This partnership reflects a growing trend where trust has become a pivotal factor in marketing, particularly between AI-assisted brands and consumers aware of AI's influence. While 78% of consumers prefer human-made ads, it signifies a preference for intentional creativity over optimization. How this preference evolves in a generation accustomed to AI-generated content remains uncertain, but it currently poses a challenge for marketers.

      Brands that approach AI disclosure as a strategic asset rather than a regulatory obligation are likely to fare better. Those that neglect this aspect may contribute to the rising issue of low-quality content, which consumers will notice, even if they struggle to articulate their concerns.