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Using AI To Generate Ads: Still Missing the Human Spark
In a world obsessed with innovation, marketing's new favourite toy—generative AI—has entered the arena with a bang. It's fast, it's fun to play with, and it's (more than) a tad controversial. But here's the kicker: despite industry-wide fascination, consumers are responding with raised eyebrows rather than open wallets.
. A recent study by NIQ throws cold water on the AI advertising hype and reveals some inconvenient truths that brands and agencies can't afford to ignore.
When Authenticity Meets the “Uncanny Valley”
Authenticity has long been the holy grail of marketing. People connect with brands that feel real, and advertising that doesn't resonate authentically can leave viewers uneasy. This is where AI-generated content hits a nerve. According to NIQ's findings, even the sleekest, most polished AI-crafted ads evoke an odd kind of discomfort. It's that uncanny valley effect—the feeling that something looks real enough, but for whatever reason just feels "off".
Rather than bolstering campaigns, AI-generated ads seem to leave viewers scratching their heads. Worse still, this dissonance may not only distract from the core message but could cast a negative shadow over an entire brand. Consumers, it turns out, are hardwired to sniff out something "too perfect" yet also lifeless.
Big Budgets, Small Wins
The industry's infatuation with generative AI is well-documented. Brands and agencies are pouring staggering sums into experimenting with tools like ChatGPT and emerging video generators. Coca-Cola recently jumped into the AI ring with sketchy Christmas campaigns. When Toys "R" Us in the USA had a go with AI-powered video, it did little but spark a (very) divisive conversation online. The bottom line: all this tech hasn't translated into memorable, high-impact outcomes.
Many AI ads look overly staged or robotic, packed with quirks that disrupt the viewer's experience. The telltale signs? Awkward editing, oddly glossy visuals, and lifeless characters with limited movement. For audiences, these missteps are not just visual flaws—they create a cognitive disconnect, weakening the emotional engagement ads are meant to forge.
The Duality of AI: Opportunity or Obstacle?
Despite its drawbacks, AI has a silver lining. One thing it excels at? Amplifying brand associations. According to NIQ, even subpar AI ads were surprisingly good at reinforcing specific brand traits. So, while your campaign may not charm audiences into raving fans, AI could help ingrain your logo into their subconscious—just don’t expect much applause.
Moreover, AI technology isn’t static. With further sophistication, those lifeless actors and awkward visuals could eventually morph into more lifelike executions. The key lies in balance: leveraging AI where it works best today while waiting for it to mature in other areas.
Low-Stakes Applications: A Smarter Path Forward
For now, brands should proceed with caution. Not every campaign needs an AI-powered spotlight. Instead of putting your credibility on the line, think about using AI as a creative ally rather than a centerpiece. Tools like generative AI can shine behind the scenes—storyboarding concepts, testing iterations, or drafting quick ideas. These applications avoid risking authenticity while still speeding up creative workflows.
NIQ’s research reminds us that while innovation is seductive, consumer trust is fragile. And that’s where marketers should be focusing: building campaigns that evoke emotional connection, not cognitive dissonance.
Closing Thought: Don’t Trade Humanity for Hype
Here's the takeaway: generative AI isn't inherently good or bad. It's a tool. The challenge for marketers is remembering why people fall in love with brands in the first place—it's about heart, soul, and a little imperfection. While AI might have the brains, it still lacks the spark that humans instinctively crave.
The future will belong to marketers who can merge tech’s efficiency with humanity’s authenticity. Get the balance wrong, and you’ll wind up with campaigns as forgettable as they are polished. Get it right, and you might just strike gold.