More than half of UK marketers admit to publishing AI-generated content without telling audiences it was created with artificial intelligence, according to new research that raises questions about transparency and trust in digital marketing.
The AI Adoption in Marketing Study, carried out by SEO and marketing agency Search Informer, surveyed 2,068 professionals across brands, agencies and consultancies. It found that while the majority of marketers now rely on AI tools, disclosure standards have failed to keep pace with adoption.
Everyday AI
The numbers show just how quickly the technology has become part of everyday marketing work. Eighty-eight per cent of respondents use AI tools at least occasionally, and nearly half say they use them every day. Most only started within the past two years — suggesting a rapid normalisation of AI tools like ChatGPT, Jasper and Midjourney in content creation, campaign planning and research.
More than half said at least a quarter of their work now involves AI, and one in four said half or more of their content includes AI input.
“AI has gone from experimental to essential in under two years,” said Zeke Andrews, Co-Founder of Search Informer. “Marketers are using these tools daily — but the ethics and disclosure standards haven’t quite caught up.”
Disclosure? Not Always
According to the study, 57% of marketers have published or sent AI-generated material without acknowledging it. Only 28% said they always disclose, and 4% preferred not to answer.
Yet a majority — 54% — believe disclosure should be required.
While plagiarism and copyright problems aren’t yet widespread, 15% said they’ve already faced issues, hinting at legal and reputational risks as AI output grows more visible.
Brand Teams More Likely to Hide AI Use
The study found in-house teams are more likely to skip disclosure than agencies or freelancers: 66.7% of brand marketers admitted to publishing undisclosed AI content, compared with 61.8% on the agency side.
| Finding | In-House / Brand | Agency / Freelancer |
|---|---|---|
| Admit publishing undisclosed AI content | 66.7% | 61.8% |
| Believe disclosure should be required | 57.0% | 55.5% |
| Experienced copyright or plagiarism issues | 17.8% | 16.3% |
That trend may reflect tighter budgets and higher workloads within internal teams, with AI tools increasingly seen as a quick way to scale content output.
Speed Is the Big Draw — But Quality Concerns Linger
Asked about AI’s biggest advantages, 46% pointed to speed and efficiency, 24% highlighted creativity, and 14% mentioned cost savings.
But there’s unease too. 32% worry that quality could suffer as AI use rises, 27% fear job losses, and 20% are concerned about bias or misinformation.
A Cautiously Optimistic Industry
Despite those risks, most marketers remain positive. Four in five describe their outlook on AI as upbeat: 44% say they’re excited, 36% cautiously optimistic, and just 5% fearful.
Asked if they think AI will eventually replace human marketers, 39% said it’s unlikely, 36% said it’s possible, and 14% believe it’s inevitable.
A Coming Reckoning on Transparency
The findings arrive as UK regulators begin to consider how AI disclosure should be handled. The Advertising Standards Authority (ASA) has already warned that misleading consumers about the origin of digital content could breach its honesty rules, particularly in influencer marketing and advertorial campaigns.
With AI now embedded in nearly every part of marketing — from copywriting to design — the question may not be whether disclosure becomes mandatory, but when.
As Andrews put it: “AI is transforming the industry, but marketers can’t afford to lose the public’s trust in the process.”