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Talk of the Town

75% of people believe brands should always disclose their use of AI-generated content, according to a new UK study

• The study, completed by the Institute of Practitioners in Advertising, polled 2k UK adults age 18+ to gauge attitudes towards future AI engagement. Other stats of note:

  • 82% agreed that AI should always notify the user that it’s not a real person

  • 63% agree that people should be polite and exhibit good manners when interacting with AI

  • 65% agree that AI should have the right to report someone if they’re engaging in any illegal activity

• Takeaway: With the newness of AI, public perception is changing every minute. This study points to the expected public skepticism and distrust of AI. But the thing this study doesn’t point out is that there’s an increasing amount of knowledge of what AI is or does, which is the only thing we can hope for in moving the needle forward.

A Facebook algorithm change led to a drastic drop in traffic to news and media websites

• The change occurred in May and led to a significant hit to newsroom and publisher web traffic. According to one outlet, Facebook “makes up about 25% of our traffic” which means this drop is damaging. The share of traffic coming from Facebook fell about 50% from summer of last year.

• Takeaway: If you’re a publishing company, this is obviously a tough hit. But if you’re a company either advertising on these platforms or landing organic placements, it’s also not a great turn of events. If you fall into that bucket and you haven’t seen the returns you’ve been hoping for, consider asking your contact or your ad buyer if this could be to blame.

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Today’s Growth Tip

You’ll soon be able to A/B test your YouTube thumbnails

• YouTube’s Creator Insider team just announced at VidCon their feature to A/B test your thumbnails. The feature, called Test & Compare, is currently in beta but hopes to launch the feature broadly in 2024. It’ll allow creators to set up to 3 different thumbnail images for a certain period of time after publishing the video and see the winning results of the test.

• Make It Yours: As soon as you get access to this, you should be using this feature. A/B testing is so powerful and the ability to do this on thumbnails, which are often one of the first entry points to convert a viewer, is MASSIVE. Even with some of the most insightful YouTube strategy, thumbnails remain a bit of a sticking point for creators – much like a subject line for email marketers. Getting real time data on thumbnail variations will help us all learn about our audiences and what’s working/not working in our presentation.

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