Key Stat: 32% of US and UK consumers say AI is negatively disrupting the creator economy, up from 18% in 2023, according to July 2025 data from Billion Dollar Boy.

Beyond this chart:

• Gen Z's AI tolerance depends on the use case. Some 54% prefer no AI involvement in creative work, but only 13% feel this way about shopping, according to an August 2025 Goldman Sachs survey.
• Coca-Cola is betting big on AI ads despite the backlash. The brand released its second AI-generated holiday campaign this season, even though 31% of consumers say AI in ads makes them less likely to pick a brand, according to a July 2025 CivicScience survey.

Use this chart: Marketers can use this chart to look for a performance gap between human-first content and AI-assisted posts, and continuously track consumer sentiment around AI content.

Related EMARKETER reports:

• Generative Engine Optimization in 2026 (EMARKETER subscription required)
• Influencer Marketing Agencies 2025 (EMARKETER subscription required)

Methodology: Data is from an October 2025 Billion Dollar Boy report titled "Muse Two: The Real Impact of AI on the Creator Economy" conducted by Censuswide. 4,000 consumers ages 16+, 1,000 content creators, and 1,000 senior marketing decision makers were surveyed in the US and UK during June 20-July 1, 2025. Billion Dollar Boy is an influencer marketing agency.