CZECHS WANT CERTAINTY ABOVE ALL ELSE FROM AI. SIX OUT OF TEN USERS HAVE DOUBTS ABOUT THE ACCURACY OF THE OUTPUTS

9. 9. 2026 | 3 min read Around two-thirds of adult Czechs currently use artificial intelligence. Although most of them have a positive attitude towards it, the question remains as to how much they can trust its answers. According to a survey by the STEM/MARK agency, 60 per cent of AI users are unsure whether the output they receive from the tool is actually correct. According to the survey results, users would therefore appreciate it if AI could distinguish more clearly between verified information, estimates and situations where it is simply unsure.

MEDIA AND BRANDS ARE COMPETING FOR ATTENTION. CIF WILL SHOW HOW AUDIENCES AND THE ROLE OF AI ARE CHANGING

8. 9. 2026 | 6 min read How are content distribution, brand management and the functioning of the media and advertising changing? The Czech Internet Forum will offer new approaches, data, case studies and insights from industry professionals.

CONSUMERS ARE SICK AND TIRED OF HEARING ABOUT AI ALL THE TIME

24. 6. 2026 | 3 min read New research found that large majorities of consumers are less likely to trust ads made by AI and less likely to buy from brands that use AI-generated ads.

CZECHS ARE STILL TRYING TO BUILD TRUST IN AI-POWERED ADVERTS. THEY WANT THEM TO BE TRANSPARENT

21. 5. 2026 | 4 min read More than half of Czechs (56%) expect brands to state whether an advert was created using artificial intelligence, according to a survey by the ResSolution Group.

CAN AI DRIVE BRAND STRATEGY? AND WHY IS CREATIVITY DISAPPEARING FROM CREATIVE WORK?

14. 4. 2026 | 5 min read Whilst artificial intelligence can outperform humans in operational tasks, it still has its limitations when it comes to strategic brand management. Its solutions lead to the mediocrity and indistinguishability that characterise contemporary advertising, according to speakers at the Brandstorming conference.

CZECHS AND ADVERTISING – A LONG-TERM STUDY OF THE CZECH PUBLIC’S ATTITUDES TOWARDS ADVERTISING

27. 3. 2026 | 9 min read The findings of the “Czechs and Advertising 2026” survey were presented at a gathering of nearly 50 experts on 26 February 2026 at Scéna 5, the ČMS headquarters on Novotného lávka, Prague 1 – Old Town. The event was opened by Tomáš David, Vice-President of ČMS. The research findings were presented by the distinguished Czech sociologist Stanislav Hampl, chief analyst at ppm factum research. This was followed by a lively discussion moderated by Ladislava Knihová, President of ČMS. The gathering was attended by representatives from universities, the business sector and students. Experts from the fields of marketing, management, economics and HR were present, confirming the high level of interest in the topic and the importance of long-term feedback for contemporary marketing communication and data-driven managerial decision-making. We bring you a video presentation of selected research findings and an article highlighting key moments from this 43rd research survey. Long-term research into the Czech public’s attitudes towards advertising The communication process is inextricably linked to feedback. In marketing communication, this is provided by research, which enables us to understand how the public perceives advertising messages, how they react to them, and what role advertising actually plays in everyday life. The ‘Czechs and Advertising’ project, launched by the Czech Marketing Association back in 1993 thanks to the initiative of the survey’s founder, Jitka Vysekalová, represents a unique long-term research series in the Czech context, tracking changes in the public’s relationship with advertising.