Bynder came to us two years ago with a simple brief: deliver PR campaigns that land squarely in marketing publications (where their audience actually lives) and drive high-quality links back to boost organic visibility. As marketers ourselves, we knew exactly what would pique our interest. So, with AI dominating every industry conversation, we set out to settle the debate once and for all — what do real people think about AI in content creation?

We often use a specific approach when developing PR campaigns during our research phase. We noticed that many AI stories online relied on expert opinions rather than consumer data. We identified a market gap for AI insights coming directly from consumers, rather than just industry experts.

The concept was simple. We gave the same brief to both AI and a (very real, very talented) copywriter to create a piece of written content. Then we put it to the test, surveying 1,000 consumers in the US and 1,000 in the UK to see if they could tell the difference and how they felt about brands using AI-generated content.

The results gave us multiple story angles, from generational differences in opinion to trust in brands to whether consumers think AI use should be disclosed. We even displayed both pieces of content in an online quiz so readers could try their hand at spotting the bot.

This campaign was more than just a press hit. We built a full suite of assets for LinkedIn, and other social channels for Bynder’s key markets, a Bottled Imagination campaign that went beyond the links earned.