"Chief marketing officers at many of the world's biggest brands made artificial intelligence a centerpiece of their strategies this year. For some brands, the enthusiasm ran into risky territory. From AI-generated ads that veered into the " uncanny valley" to backlash over replacing human models and advertising creatives, AI's growing role in advertising fueled a string of controversial marketing moments. The AI backlash even led to its own marketing trend: brands hating on AI."
"A survey of more than 6,000 US consumers conducted by the brand-tracking platform Tracksuit in November found that overall sentiment toward AI-generated advertising skewed negative (39%). Neutrality was also strong among respondents, at 36%, while only 18% felt positive about brands using AI-generated content in their ads. Matt Barash, chief commercial officer of the adtech platform Nova, said that while AI can be a useful tool for buying and placing ads, brands should be cautious when attempting to automate the creative process."
Many global brands prioritized artificial intelligence in marketing strategies, but several high-profile creative missteps generated controversy and consumer skepticism. AI-generated ads sometimes produced unsettling or inappropriate imagery and provoked backlash when AI replaced human models or creative roles. A November Tracksuit survey of over 6,000 US consumers found 39% negative sentiment toward AI-generated advertising, 36% neutral, and only 18% positive. Industry leaders advise using AI for ad buying and placement while exercising caution about automating storytelling or creative development. High-profile examples, such as McDonald's Netherlands' poorly received AI holiday ad, illustrated the risks of overreliance on AI in creative work.
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