---
title: "Is Human-made the New Handmade?"
url: "https://www.cint.com/newsroom/is-human-made-the-new-handmade/"
markdown_url: "https://www.cint.com/newsroom/is-human-made-the-new-handmade.md"
date_published: "2026-04-13T06:57:04-04:00"
date_modified: "2026-09-09T06:21:21-04:00"
author: "Patricia Petrat"
featured_image: "https://www.cint.com/wp-content/uploads/2026/04/AI-human-made-750x502-1.png"
description: "Katie Ingram, Director, Advertising Week Europe, ties findings from Cint's latest AI study to her take on what the rise of the 'human premium' means for brands and businesses."
---

# Is Human-made the New Handmade?

Read the full article - as originally published in [The Media Leader](https://uk.themedialeader.com/is-human-made-the-new-handmade/).

AI has woven itself into our everyday lives, and for businesses, the race to keep pace has become relentless, evoking a sense of being left behind if you aren't engaging with AI. Ingram, however, draws findings from a latest AI report conducted on the Cint Exchange that uncovers a striking contradiction in the UK's attitude to AI.

Below are three of her key findings:

**AI for me, not for brands**

While nearly three-quarters of UK consumers now use AI personally, they are far more uncomfortable when brands and institutions use it - particularly in high-trust sectors like healthcare and government. The distinction comes down to control: when individuals use AI, they own the outcome; when brands use it, that accountability disappears.

**The emergence of a human premium**

More than half of respondents said they'd rather wait five days for a human-produced report than receive a faster, less accurate AI-generated one. This signals a quiet recalibration that efficiency is no longer the priority.

**The transparency paradox**

While almost two-thirds of people believe companies should disclose AI use in content creation, over a third say that disclosure makes them view the brand more negatively - leaving marketers caught between honesty and reputational risk. A tension that will sharpen when the EU AI Act requires mandatory disclosure from August this year.

To conclude, Ingram states that 'human-made' may become a powerful brand differentiator, and that the smartest brands won't simply ask how to automate more, but where AI genuinely adds value versus where it quietly erodes trust.

![](https://www.cint.com/wp-content/uploads/2026/04/Copy-of-Newsroom-Logo-tile-2.png)

**Check out the original article on The Media Leader**

[Read now](https://www.beet.tv/2025/06/cints-robinson-measurement-is-key-as-ad-ecosystem-gets-more-crowded.html)