Interesting—if not wholly unexpected—finding: People dig what generative systems create, but only if they don’t know how the pixel-sausage was made. ¯\_(ツ)_/¯

AI created visual ads got 20% more clicks than ads created by human experts as part of their jobs… unless people knew the ads are AI-created, which lowers click-throughs to 31% less than human-made ads

Importantly, the AI ads were selected by human experts from many AI options pic.twitter.com/EJkZ1z05FO

— Ethan Mollick (@emollick) December 6, 2025