Kantar warns of influencer and AI ad fatigue as brands chase clicks over brand-building
Kantar's CEA India 2026 report finds creator impact up 77% but only 27% of ads link back to the brand. Social receptivity fell 4% YoY, with a 7% decline among Gen Z. Over 50% fear AI-generated fake content and 40%+ are irritated by AI ads, urging marketers to rebalance toward brand-building.
Kantar's CEA India 2026 report warns Indian marketers of rising influencer and AI ad fatigue, especially among Gen Z, noting weak brand linkage despite growing creator reach and urging balance with brand-building.