Ipsos Test: Human Ads Beat AI Versions by 14% on Sales, 17% on Brand Equity

petesena · x · 2026-11-04

petesena walks through the Ipsos × Syracuse Newhouse experiment: human ads scored 14% stronger on Ipsos' short-term sales lift and 17% stronger on long-term brand equity. AI chose storytelling for 30% of its ads, versus 49% in Ipsos' broader ad research.

Where AI held up: straightforward problem-and-fix ads like Febreze and Herbal Essences, and Cheerios—where both versions hit the top of Ipsos' database; its brief was "Cheerios helps keep your heart healthy, so you can be there for the ones who need you most."

Related event: Ipsos blind test: 40% can't spot AI ads, but human-made ones still drive 14% more short-term sales(6 posts)→

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