B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
32%
32% -- click through rate decrease for Ads with AI involvement disclosed to consumers (2025)
When consumers knew AI was involved in creating ads, click-through rates dropped by 32% in some cases.
- drop observed in some cases
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
NYU Stern and Emory University
Primary
Tier B
https://www.adora-ai.com/news/nyu-research-unconstrained-ai-ads-outperform-human-creative ↗
Source Article
The AI Creative Revolution: NYU Research Proves Unconstrained AI Ads Outperform Human Creative
Thought Leadership
The AI Creative Revolution: NYU Research Proves Unconstrained AI Ads Outperform Human Creative
Groundbreaking research from NYU Stern and Emory has quantified what many performance marketers have suspected: generative AI creates more effective ad creative than humans. The study fo…
Original Research
NYU Stern and Emory University
· Original study ↗
Methodology
Field experiment across 105,999 impressions; drop observed in some cases
Methodology documented
Segmentation
Industrymarketing
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
Ads with AI involvement disclosed to consumers: 32% click through rate decrease. Source: NYU Stern and Emory University (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-disclosure-32-percent-ctr-drop
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ai-disclosure-32-percent-ctr-drop" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- click through rate decrease for Ads with AI involvement disclosed to consumers<br><small>Source: NYU Stern and Emory University (2025) · <a href="https://lighthousedata.io/data/ai-disclosure-32-percent-ctr-drop" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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