diff --git a/domains/entertainment/GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md b/domains/entertainment/GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md
index cfd5fd4fa..0c99a4343 100644
--- a/domains/entertainment/GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md	
+++ b/domains/entertainment/GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md	
@@ -21,6 +21,12 @@ The implication is that disruption won't arrive as a single moment when AI "matc
 
 Shapiro's 2030 scenario paints a plausible picture: three of the top 10 most popular shows in the U.S. are distributed on YouTube and TikTok for free; YouTube exceeds 20% share of viewing; the distinction between "professionally-produced" and "creator" content becomes even less meaningful to consumers. This doesn't require crossing the uncanny valley — it requires consumer acceptance of synthetic content in enough contexts to shift the market.
 
+
+### Additional Evidence (confirm)
+*Source: [[2026-03-10-iab-ai-ad-gap-widens]] | Added: 2026-03-10 | Extractor: minimax/minimax-m2.5*
+
+The IAB AI Ad Gap Widens report (2026) provides the strongest quantitative evidence that consumer acceptance is the binding constraint on GenAI adoption in entertainment, with a surprising directional finding: rejection is intensifying, not eroding, as AI quality improves. Key data: (1) The perception gap between advertisers and consumers widened from 32 to 37 percentage points from 2024-2026, demonstrating the misalignment is structural and self-reinforcing, not temporary. (2) Negative sentiment increased 12 percentage points year-over-year despite dramatic AI quality improvements, proving acceptance is NOT growing with exposure or capability improvement. (3) Gen Z shows 39% negative sentiment vs 20% for Millennials, with larger gaps on authenticity (30% vs 13%), disconnectedness (26% vs 8%), and ethics (24% vs 8%), indicating generational differences in acceptance that will shape future entertainment consumption as younger cohorts age into primary demographics. This directly confirms the claim that adoption is gated by consumer acceptance while adding the critical insight that the gate is tightening, not loosening.
+
 ---
 
 Relevant Notes:
diff --git a/domains/entertainment/advertiser-consumer-ai-perception-gap-is-structurally-misaligned.md b/domains/entertainment/advertiser-consumer-ai-perception-gap-is-structurally-misaligned.md
new file mode 100644
index 000000000..73f254948
--- /dev/null
+++ b/domains/entertainment/advertiser-consumer-ai-perception-gap-is-structurally-misaligned.md
@@ -0,0 +1,35 @@
+---
+type: claim
+domain: entertainment
+description: "The 37-point perception gap between advertisers and consumers on AI ad sentiment represents structural misalignment in the advertising industry, with advertisers systematically overestimating positive sentiment"
+confidence: proven
+source: "IAB AI Ad Gap Widens Report (2026-01-01)"
+created: 2026-03-10
+---
+
+# Advertiser-consumer AI perception gap is structurally misaligned
+
+The IAB report documents a 37-percentage-point gap between how advertisers think consumers feel about AI-generated ads versus actual consumer sentiment. This gap is not random noise but systematic and widening:
+
+**The magnitude:**
+- 82% of ad executives believe Gen Z/Millennials feel positive about AI ads
+- Only 45% of consumers actually report positive sentiment
+- Gap widened from 32 points in 2024 to 37 points in 2026, proving the misalignment is not self-correcting
+
+**The consistency across attributes (systematic overestimation):**
+- "Forward-thinking": 46% of ad executives vs. 22% of consumers (24-point gap)
+- "Manipulative": 10% of ad executives vs. 20% of consumers (10-point gap, inverted)
+- "Unethical": 7% of ad executives vs. 16% of consumers (9-point gap, inverted)
+- "Innovative": 49% of ad executives vs. 23% of consumers (26-point gap, worsening from 30% in 2024)
+
+**The structural implication:** This systematic overestimation across multiple dimensions suggests the advertising industry lacks accurate consumer feedback mechanisms for AI content. Advertisers are not receiving corrective signals about consumer sentiment, creating risk of continued misallocation of creative budgets toward AI-generated content that consumers actively reject.
+
+---
+
+Relevant Notes:
+- [[GenAI adoption in entertainment will be gated by consumer acceptance not technology capability]] — This claim directly quantifies the perception gap that gates adoption
+
+Topics:
+- [[advertiser-perception-gap]]
+- [[consumer-acceptance]]
+- [[ai-content]]
\ No newline at end of file
diff --git a/domains/entertainment/consumer-rejection-of-ai-ads-intensifies-with-quality-improvement.md b/domains/entertainment/consumer-rejection-of-ai-ads-intensifies-with-quality-improvement.md
new file mode 100644
index 000000000..445da3fe9
--- /dev/null
+++ b/domains/entertainment/consumer-rejection-of-ai-ads-intensifies-with-quality-improvement.md
@@ -0,0 +1,35 @@
+---
+type: claim
+domain: entertainment
+description: "Consumer negative sentiment toward AI-generated ads increased 12 percentage points from 2024-2026 despite dramatic improvements in AI quality during the same period, suggesting authenticity signaling becomes more valuable as AI-human distinction blurs"
+confidence: likely
+source: "IAB AI Ad Gap Widens Report (2026-01-01)"
+created: 2026-03-10
+depends_on: ["GenAI adoption in entertainment will be gated by consumer acceptance not technology capability", "consumer definition of quality is fluid and revealed through preference not fixed by production value"]
+---
+
+# Consumer rejection of AI ads intensifies with quality improvement
+
+The IAB AI Ad Gap Widens report provides quantitative evidence that consumer acceptance of AI-generated advertising content is DECREASING as AI quality improves — directly contradicting the hypothesis that consumer resistance will naturally erode as AI gets better.
+
+**The evidence:**
+- Negative sentiment (very/somewhat negative) increased by 12 percentage points from 2024 to 2026
+- Neutral respondents dropped from 34% to 25%, indicating polarization rather than acceptance
+- This occurs during a period when AI quality improved dramatically
+- The widening gap (32 → 37 percentage points) between advertiser perception and consumer reality demonstrates that exposure does not equal acceptance in advertising contexts
+
+**The mechanism:** As AI-human distinction becomes harder to detect, authenticity signaling becomes MORE valuable, not less. Consumers appear to be actively devaluing AI-produced content precisely because it is becoming harder to distinguish from human-created work. This suggests a preference for authenticity-as-signal rather than authenticity-as-quality, which contradicts the assumption that better AI will naturally increase acceptance.
+
+**Generational leading indicator:** Gen Z shows 39% negative sentiment vs 20% for Millennials, suggesting this pattern will intensify as younger cohorts age into primary consumer demographics.
+
+---
+
+Relevant Notes:
+- [[GenAI adoption in entertainment will be gated by consumer acceptance not technology capability]] — This claim provides direct evidence that consumer acceptance is the binding constraint, but in the surprising direction of intensifying rejection
+- [[consumer definition of quality is fluid and revealed through preference not fixed by production value]] — Supports the claim that quality is not fixed by production value; consumers are actively devaluing AI-produced content
+
+Topics:
+- [[consumer-acceptance]]
+- [[ai-content]]
+- [[authenticity]]
+- [[gen-z]]
\ No newline at end of file
diff --git a/domains/entertainment/gen-z-leads-consumer-rejection-of-ai-content.md b/domains/entertainment/gen-z-leads-consumer-rejection-of-ai-content.md
new file mode 100644
index 000000000..932ca0ae5
--- /dev/null
+++ b/domains/entertainment/gen-z-leads-consumer-rejection-of-ai-content.md
@@ -0,0 +1,39 @@
+---
+type: claim
+domain: entertainment
+description: "Gen Z shows significantly higher negative sentiment toward AI ads than Millennials (39% vs 20%), with larger gaps on authenticity, disconnectedness, and ethics — indicating Gen Z is the leading indicator for entertainment industry disruption"
+confidence: likely
+source: "IAB AI Ad Gap Widens Report (2026-01-01)"
+created: 2026-03-10
+---
+
+# Gen Z leads consumer rejection of AI content
+
+The IAB data reveals a significant generational divide in AI ad sentiment that functions as a leading indicator for entertainment industry disruption:
+
+**The generational gap:**
+- Gen Z negative sentiment: 39%
+- Millennial negative sentiment: 20%
+- Gap nearly doubled and is widening: 21% gap in 2024 → 19% gap in 2026 (accelerating divergence)
+
+**The attribute-level breakdown (Gen Z vs. Millennials):**
+- Authenticity: 30% vs. 13% (Gen Z 2.3x higher rejection)
+- Disconnectedness: 26% vs. 8% (Gen Z 3.3x higher rejection)
+- Ethics: 24% vs. 8% (Gen Z 3x higher rejection)
+
+**Why this is a leading indicator:** Gen Z's disproportionate rejection of AI-generated content across authenticity, disconnectedness, and ethics dimensions suggests that as this cohort ages into primary consumer demographics (and as younger Gen Alpha enters the market with similar or stronger preferences), entertainment products targeting younger audiences will face structural resistance to AI-generated content. This implies different go-to-market strategies will be required for younger demographics compared to older cohorts.
+
+**The disruption implication:** If Gen Z preferences persist or intensify with age, entertainment companies face a cohort-based adoption barrier that cannot be overcome by quality improvement alone (consistent with the broader finding that rejection intensifies as AI quality improves).
+
+---
+
+Relevant Notes:
+- [[GenAI adoption in entertainment will be gated by consumer acceptance not technology capability]] — Gen Z data provides leading indicator evidence that consumer acceptance varies significantly by cohort and gates adoption
+- [[social video is already 25 percent of all video consumption and growing because dopamine-optimized formats match generational attention patterns]] — Gen Z's media consumption patterns may interact with their AI rejection preferences
+
+Topics:
+- [[gen-z]]
+- [[consumer-acceptance]]
+- [[ai-content]]
+- [[authenticity]]
+- [[generational-differences]]
\ No newline at end of file
diff --git a/inbox/archive/2026-03-10-iab-ai-ad-gap-widens.md b/inbox/archive/2026-03-10-iab-ai-ad-gap-widens.md
index 51b65aaf3..c17e315e9 100644
--- a/inbox/archive/2026-03-10-iab-ai-ad-gap-widens.md
+++ b/inbox/archive/2026-03-10-iab-ai-ad-gap-widens.md
@@ -7,9 +7,15 @@ date: 2026-01-01
 domain: entertainment
 secondary_domains: []
 format: report
-status: unprocessed
+status: processed
 priority: high
 tags: [consumer-acceptance, ai-content, advertiser-perception-gap, gen-z, authenticity]
+processed_by: clay
+processed_date: 2026-03-10
+claims_extracted: ["consumer-rejection-of-ai-ads-intensifies-with-quality-improvement.md", "advertiser-consumer-ai-perception-gap-is-structurally-misaligned.md", "gen-z-leads-consumer-rejection-of-ai-content.md"]
+enrichments_applied: ["GenAI adoption in entertainment will be gated by consumer acceptance not technology capability.md"]
+extraction_model: "minimax/minimax-m2.5"
+extraction_notes: "Extracted three new claims from IAB report: (1) Consumer rejection intensifies with AI quality improvement - challenges simple quality threshold hypothesis, (2) Advertiser-consumer perception gap is structural - 37-point gap with systematic overestimation, (3) Gen Z leads rejection - 39% negative vs 20% for Millennials with larger gaps on authenticity/disconnectedness/ethics. Also provided enrichment to existing claim about consumer acceptance gating GenAI adoption."
 ---
 
 ## Content
@@ -63,3 +69,15 @@ The IAB AI Ad Gap Widens report documents a substantial and growing perception g
 PRIMARY CONNECTION: `GenAI adoption in entertainment will be gated by consumer acceptance not technology capability`
 WHY ARCHIVED: Provides the strongest quantitative evidence that consumer acceptance is the binding constraint — but in a surprising direction: rejection is intensifying, not eroding, as AI quality improves. The 37-point perception gap between advertisers and consumers is a structural misalignment claim.
 EXTRACTION HINT: Focus on (1) the widening gap as evidence of structural misalignment, (2) the year-over-year negative sentiment increase as evidence that exposure ≠ acceptance, (3) Gen Z data as leading indicator for entertainment industry.
+
+
+## Key Facts
+- 82% of ad executives believe Gen Z/Millennials feel positive about AI ads (IAB 2026)
+- Only 45% of consumers actually report positive sentiment (IAB 2026)
+- Perception gap = 37 percentage points, up from 32 in 2024 (IAB 2026)
+- Negative sentiment increased 12 percentage points 2024-2026 (IAB 2026)
+- Neutral respondents dropped from 34% to 25% (IAB 2026)
+- Gen Z negative sentiment: 39% vs Millennial: 20% (IAB 2026)
+- Brand seen as 'manipulative': 10% advertisers vs 20% consumers (IAB 2026)
+- Brand seen as 'unethical': 7% advertisers vs 16% consumers (IAB 2026)
+- Gen Z authenticity gap: 30% vs 13% for Millennials (IAB 2026)