The subject of this paper is the use of artificial intelligence (AI) in creating personalized content for users. The advantages and disadvantages are presented, of which the problem of moral issues and limiting users in the form of the "bubble effect" stands out. AI uses large amounts of internet search data or absorbs real-life speech without the user's knowledge, which worries most respondents. On the other hand, the advantages of AI are the speed of creation, the possibility of personalization and minimal financial requirements. The ultimate goal of the paper is to determine the current AI capability, that is, how many respondents from the survey questionnaire can recognize the source of the created content. The results show that an equal number of people successfully distinguish the source, but considering the necessary investments, using AI in creating ads is far more profitable. In some cases, AI is bad at creating text captions and logistical queries like finger placement or product placement in a photo. Some of the survey results show that up to 80% of respondents did not recognize the source of the content that was created by AI. AI progress is rapidly being applied in creative challenges, so it would be very interesting to repeat the questionnaire in the near future and investigate the level of application in the Internet environment.