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Let me give you a number that should change how you think about your content strategy.

In 2023, 60% of consumers said they felt positive about AI-generated content. By early 2025, that number dropped to 26%. That's not a dip. That's a collapse. A 34-point free fall in under two years, per Billion Dollar Boy's global study.

And here's what makes it worse. Most marketing and sales teams haven't adjusted a single thing.

The IAB tracked the gap between how advertisers feel about AI content and how consumers feel about it. In one year, that perception gap widened from 32 to 37 points. Advertisers are getting more excited about AI content at the exact moment consumers are getting less tolerant of it.

If you're in enablement, this isn't a marketing problem you can ignore. This is a buyer behavior shift that's about to hit every piece of content your sales team sends.