Ipsos

AI ads are good enough - and that’s the problem   AI-generated advertising has reached a point where most consumers can't tell it apart from human-made work. While outsourcing creative tasks to AI can drastically slash timelines and costs, does it have the same influence? In a collaboration with S.I. Newhouse School of Public Communications at Syracuse University, Ipsos Creative Excellence evaluated a range of ads from major brands across a variety of industries, to uncover the truth behind the hype. Using Ipsos Creative|Spark, the results reveal a striking gap: AI is credible and fast, but it consistently fails to trigger the emotional engagement that drives business outcomes. In our POV, we break down: ▪️𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗲𝗶𝗹𝗶𝗻𝗴: Why AI struggles to move the needle on its own. ▪️𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝘃𝘀. 𝗜𝗺𝗽𝗮𝗰𝘁: Navigating the tension between speed and results. ▪️𝗧𝗵𝗲 𝗛𝘆𝗯𝗿𝗶𝗱 𝗠𝗼𝗱𝗲𝗹: Why AI is a powerful tool, but a poor replacement for human insight. AI can build the ad, but can it build the connection? Explore the full findings via the link in the comments below. Nate Cummings, Nate Pascale, Adam Peruta, Carrie Riby, Syracuse University

Meet Ipsos @ Cannes!   This year, Ipsos is thrilled to host a series of high-impact talks tackling the most pressing trends and featuring an incredible lineup of top-tier experts: ✔️ The pledge for trust in the age of AI with Shaun Dix. ✔️ Marketing Anchors: Stable concepts in turbulent times with Samira Brophy. ✔️ In brands we trust: from AI pixels to people with Claire Emes and Arnaud Debia. ✔️ The shoppable masterpiece: brand equity and creativity in retail media with Pedr Howard.   And that’s not all, keep an eye on our page, as we will be announcing even more exciting topics very soon!   🗓️ 22–26 June 📍 RTL AdAlliance Beach and Cannes Palais stage!   👉 Want to explore more talks and insights from Ipsos at Cannes? Check the comments box below to discover the full schedule.

Is your brand ready for a world with fewer buyers? The demographic landscape is shifting faster than ever. The Ipsos Generations Report 2026: Continuity vs Rupture takes a deep dive into the demographic pressures and cultural shifts reshaping our world. In this year's report, we challenge prevailing assumptions and explore what the future holds for consumers, employers, and society at large. Here is a sneak peek at what you will discover: 🔹 The Consumer Extinction: Birth rates are shifting. Brands must adapt to and prepare for a world with a shrinking buyer pool. 🔹Modern Milestones: Demographic changes are creating entirely new life stages. Meet the extended 20-somethings, the "sandwiched" generation, and the rising omnigenarians. 🔹 Whatever Happened to Millennials?: They are older and, perhaps, more boring than they were. We show exactly why you shouldn’t be ignoring the world’s median person. 🔹 Generations at Work: We’ve been exploring the true-life cycle of the modern workplace. In doing so, we ended up dispelling the biggest (and most persistent) myths about generational differences. Taken together, when we look at how different generations live, work and play, we end up with a powerful blend of continuity and change. Check out the comments box to download the full report. 

Are you playing the long game or the short game with your sports sponsorships? ⚽ Connecting with wide audiences is just the first step. To truly maximize brand impact, marketers need to strike the right balance and engage fans authentically. In our article, "The Long and Short of Sports Sponsorship," we explore how brands can move beyond passive visibility. Here is exactly what you will uncover in the article: 🔹How to strategically balance long-term and short-term sponsorships. 🔹The importance of 'Brand Fit' in driving successful consumer perceptions.   🔹How to leverage the 'Fan Multiplier Effect' to engage passionate fans and amplify rewards. Check out the comments box to read the full article and elevate your sponsorship strategy. Nick Watson

From rising prices to rising tensions, global concerns are evolving.   Our monthly What Worries the World survey reveals a notable shift in global sentiment:   📊 Inflation is once again the primary issue 🌍 Worry about military conflict is growing across countries, with a particularly sharp increase in the U.S. 📉 Economic optimism is dipping, with fewer people feeling positive about their national economy.   These trends highlight a complex global mood, where financial pressures and geopolitical uncertainty are increasingly intertwined.   👇 Explore the full findings via the link in the comments below.

🎬 "If you’re not entertaining, you’re not engaging." Are brands playing it too safe with their advertising? Advertising legend Sir John Hegarty and Ipsos’ Adam Sheridan tackle this paradox with a provocative discussion on whether the modern brief needs entertainment directors, not just marketing directors. If today's advertising landscape is a battle for attention, what strategies should brands lean into? Listen in to hear why brands need to stop selling and start storytelling. 👇 Watch the video and check out the comments section to dive into Misfits Stories by Ipsos, and discover the full power of storytelling in creative effectiveness. Shaun Dix

Climate Change, America, Cities…   The Ipsos Update – May 2026 brings together the latest research and thinking from Ipsos teams around the world, exploring how people are responding to today’s most important global topics.   This edition includes: ▪️ People and Climate Change: exploring perceptions of climate risks and attitudes to the energy transition across 31 countries ▪️ America 250: reflecting how Americans view their nation’s past, present and future ahead of its 250th anniversary ▪️ Europe’s Best Cities: with London ranking #1 for the fourth consecutive year, leading on prosperity and lovability ▪️Beyond Discovery: a study with TikTok on how social and video platforms drive real-world entertainment consumption ▪️From Overwhelm to Opportunity: a joint paper with Smartly on scaling social creativity by combining human intelligence with AI   And more…   Check the comments box to download the report.

From AI and a return to the Moon, to the upcoming US 250th anniversary and the conflict with Iran - these are just a few of the critical topics analyzed using key data from Ipsos in the latest edition of Know the New America and Beyond.  Read the full edition below, and don't forget to subscribe so you never miss an update!

What if you could uncover the big creative idea that moves people – and the bottom line, in just hours? With Ipsos Creative|Labs AI-Augmented Moderation, you can. We are redefining creative development by combining machine speed and scale with real human insights. Pressure-test your creative ideas and routes with real-time insights from real people. Curious how Ipsos Creative|Labs delivers a +48% lift in creative effectiveness, all within half a day? Swipe through the carousel to see the impact. Ready to ignite your next big idea? Check the comments box to learn more. Arnaud Debia Shaun Dix

How useful are generational labels, really? In research and marketing, terms like Gen Z, Millennials, and Boomers are everywhere. They help simplify audiences… but they can also oversimplify reality. Because people don’t fit neatly into 15-year boxes. And often, the similarities across ages matter more than the differences we focus on. At Ipsos, we’re challenging the clichés, looking beyond labels to understand how people truly feel, behave, and change over time. Join us in our next KEYS webinar, where we will be launching the fourth edition of the Ipsos Generations Report, exploring: ➡️ What happens when population growth slows, and we’re serving fewer consumers than before?  ➡️ Are we underestimating Millennials in today’s “Gen Z-first” conversation?  ➡️ How can organisations adapt to an “Endurance Economy,” where people are living longer, feeling financial pressure, and still seeking meaningful experiences? Meet our expert speakers: Simon Atkinson | Emilie Rochester | Mike Colledge | Chiara Ferrari | Javier Calvar MCMI ChMC 📅 Join us and rethink generations. Check the comments box to register.