Why Early Generative AI Ads Are Not Working

Generative AI ads gained considerable traction in 2024. However, despite being the darling of brands and marketers, they have not received a particularly warm reception from creatives and, more importantly, the consumers they are meant to target.

Many brands using AI are being roundly criticized, and the practice is sparking intense debate about artificial intelligence and its role in crafting impactful, authentic ads.

In this article

1. The Big Rush to Embrace AI 
2. Why Generative AI Ads Are Failing to Connect
3. Balancing AI Innovation with Human Creativity
4. The Future of Generative AI in Advertising
5. Key Takeaways for Generative AI in Advertising

The Big Rush to Embrace AI 

AI has generated much excitement because of its potential to revolutionize advertising through more cost-effective solutions, rapid content production and endless creative possibilities. So, it’s no surprise that big brands like Coca-Cola, Toys R Us and Under Armour have incorporated AI-generated elements into their marketing campaigns.

However, despite this initial enthusiasm about the potential of AI voice in advertising, actual results have been mixed. For example, Google’s AI-driven ad promoting the Olympics showed a child using AI to write a letter to her sports hero rather than using her creativity. The spot led to significant backlash, with consumers calling it out for lack of authenticity and emotional resonance — and saying it encouraged AI to replace what could have been a sweet moment of a child writing a letter to her hero with her dad’s help. Realizing they had missed the mark, Google pulled the campaign and responded with a statement. 

Why Generative AI Ads Are Failing to Connect

Early AI-generated ads simply don’t connect on a human level. While the technology can produce visually striking content, it frequently lacks the nuance, emotion and storytelling depth that make great ads memorable. Research indicates that 92% of consumers prefer advertisements that feel like stories, highlighting the importance of narrative in marketing. 

Additionally, digital ads that evoke strong emotions are four times more likely to drive brand equity, underscoring the significance of emotional engagement in advertising. 

Despite their technical prowess, AI tools often lack the ability to intuitively grasp cultural nuances, tone or humor, essential for creating authentic and memorable campaigns. For instance, an AI might generate a polished ad for a family holiday campaign but miss the emotional cues that resonate, such as the nostalgic warmth of shared traditions or the bittersweet nature of fleeting moments. This limitation underscores why human oversight and creativity remain indispensable in developing ads that genuinely connect with people on a personal level.

Errors are another significant limitation in content creation, especially when the process doesn’t include careful oversight and refinement by skilled human creatives. Problems can include unnatural phrasing, awkward visuals or even cultural missteps, distracting viewers and eroding trust in the brand.

Balancing AI Innovation with Human Creativity

Despite these challenges, generative AI is here to stay. But the way we use it is evolving. Marketers and agencies now see it as a tool to help creatives experiment and brainstorm ideas, automate repetitive tasks, and produce content at scale. This frees up time to focus on the aspects of advertising that demand human insight and emotional intelligence.

For successful integration, brands must strike the right balance — acknowledging AI’s limitations while exploiting its potential to enhance creativity. Blending AI capabilities with human expertise leverages the strengths of both to create compelling, memorable campaigns.

The Future of Generative AI in Advertising

As generative AI evolves, the advertising industry must invest in AI tools that prioritize quality and cultural sensitivity and ensure human oversight remains central to the creative process. How well this will work depends on how marketers and agencies can adapt to AI’s capabilities — and, more importantly, its limitations. The AI-generated ads that have received the best reception use AI to enhance creativity and human thinking rather than completely replace them. Here are some great examples.

By learning from early missteps and focusing on collaboration between AI and humans, the industry can move closer to producing innovative, authentic and impactful ads using this high-potential technology.

Key Takeaways for Generative AI in Advertising

• Generative AI adoption in advertising is skyrocketing, but early results show significant challenges.
• Notable brands have faced criticism for AI-generated ads that lacked authenticity and emotional resonance.
• Errors in AI ads, such as awkward visuals and cultural insensitivity, highlight the need for human oversight.
• Successful campaigns will blend AI innovation with human creativity to create meaningful connections with audiences.
• The future of advertising lies in refining AI tools and fostering collaboration between technology and creatives.

By focusing on these strategies, brands can harness the power of generative AI and ensure that their campaigns remain authentic, compelling and emotionally engaging.