#Japan #Shibuya #BtoB #TWOSTONE&Sons #AI Survey

Understanding AI Perception in BtoB Content

In a comprehensive study examining the perceptions of AI-generated content in the BtoB sector, TWOSTONE&Sons, based in Shibuya, Tokyo, conducted a survey involving 110 decision-makers responsible for evaluating and ordering BtoB products and services. The results highlight significant insights into how professionals react to and interact with AI-generated materials.

Key Findings

1. Prevalence of AI Recognition
- Over 90% of respondents reported having felt that the materials they encounter in their work, such as advertisements, articles, and videos, were created by AI at least occasionally. Specifically, 36.4% indicated they often feel this way, while 54.5% reported feeling so from time to time.

2. Change in Behavior Due to AI Perception
- When encountering what they perceive to be AI-generated content, almost half (49.1%) of the respondents admitted to losing interest in making inquiries or downloading materials. Furthermore, 38.2% sought information from competing companies, showcasing a tangible shift in engagement based on content perception.

3. Desired Transparency from Content Creators
- A significant 66.4% expressed a desire for content providers to explicitly state whether AI was utilized in creating their materials. This desire for transparency reflects a broader demand for ethical AI use in the industry.

Content Types Identified as AI-Generated

Respondents pointed to specific content types as more likely to be perceived as AI-generated:

• - 59.1% identified video content and web videos (including AI avatars and automated narration) as the top category.
• - Following that, 50.9% pointed to web advertisements and banners generated by AI, and 42.7% recognized articles within owned media as feeling AI-like.

Characteristics of AI-Generated Content

When asked about the features that make content seem AI-generated, the leading responses included:

• - A lack of depth and reliance on easily accessible information (53.6%).
• - A tendency to feel overly polished and devoid of human touch (46.4%).
• - The absence of specific examples or concrete details, leading to a vague impression (36.4%).

The Need for Human Touch

Conversely, when it comes to content that resonates with them, respondents highlighted characteristics that foster a sense of human engagement:

• - Nearly 60% stated that unique insights or original data, which cannot be found merely through basic research, make content feel more genuine.
• - Other valued aspects included the conveyance of the author’s passion or personality and the presence of real customer stories or names.

Trust and Acceptance of AI in Content

Despite the mixed feelings toward AI-generated content, only about 10% reported that their trust or likability declined when they perceived something as AI-generated. Instead, over 70% felt that it either did not affect or actually improved their perception of the content.

• - Specific behaviors highlighted included the decision to no longer engage with certain companies or their marketing materials when they recognized AI-generation.

Preferred Scenarios for AI-Generated Content

Interestingly, respondents were more accepting of AI involvement in simpler contexts, concluding that AI-generated content is less concerning in scenarios like:

• - Standardized social media posts (59.1%).
• - Announcements for campaigns or new products (46.4%).
• - Brief captions or graphics in web ads (43.6%).

Conclusion

The findings from the survey carried out by TWOSTONE&Sons clearly illustrate that while AI-generated content is becoming more prevalent in BtoB marketing, the perception of this content significantly influences potential engagement from decision-makers.
It is essential for content creators in BtoB industries to prioritize the incorporation of unique insights, personality, and a human touch to foster trust and encourage interaction. Ultimately, the goal should be to balance the efficiencies provided by AI with authentic, human-centric content that resonates with clients.

For more details about the study and insights into how AI can be effectively integrated into BtoB content strategies, visit the TWOSTONE&Sons corporate site.

About TWOSTONE&Sons

Founded in 2013, TWOSTONE&Sons is a holding company specializing in a variety of solution services centered around an engineering platform. The company, originally named Branding Engineer, went public on the Tokyo Stock Exchange in July 2020 and changed its name to TWOSTONE&Sons in June 2023, aiming to tackle societal challenges through diverse business initiatives. For further information regarding their offerings, check here.