Early AI ad campaigns failed to connect with consumers — what ad creatives must learn for 2025

The initial wave of generative AI advertising campaigns has faced significant consumer backlash, prompting creative professionals to reassess how to meaningfully integrate this technology into their work.

Current landscape; Major brands like Toys R Us, Under Armour, and Coca-Cola have experimented with generative AI in their advertising campaigns, but public reception has been largely negative.

• Google’s Olympics ad, which highlighted generative AI capabilities, was pulled following public criticism
• Creative professionals have particularly criticized these early attempts for lacking authenticity and emotional connection
• Despite mixed reception, marketers are expected to increase their use of generative AI throughout 2025

Technical challenges and limitations: The current implementation of generative AI in advertising has revealed significant shortcomings in creative execution and audience engagement.

• AI-generated content often contains noticeable errors, such as anatomical inaccuracies that distract viewers
• Many AI-created advertisements lack the human element necessary for emotional storytelling
• The technology’s output tends toward generic content, potentially undermining brand distinctiveness

Industry perspective: Creative agency executives view generative AI as a supplementary tool rather than a replacement for human creativity.

• John Cornette, chief creative officer at EP+Co, emphasizes AI’s role in enhancing ideation and accelerating production
• Eva Neveau of Omnicom Production highlights the importance of authentic storytelling and emotional connection
• Bill Oberlander from Oberland notes that AI-generated ads often lack memorable qualities and human spirit

Market pressures: Cost and efficiency considerations are driving continued interest in AI-powered advertising solutions.

• Marketers face increasing pressure to produce more content with limited resources
• The promise of faster, cheaper content creation remains appealing to brands
• Paul Malmstrom of Mother US warns that prioritizing speed over distinctiveness risks brand differentiation

Strategic considerations: Industry experts emphasize the importance of maintaining brand authenticity while leveraging new technology.

• Dave Snyder, partner at Siberia, cautions against using technology merely for the appearance of innovation
• Successful integration of AI requires maintaining focus on core advertising objectives
• The best AI-assisted content may be indistinguishable from traditionally created advertising

Looking ahead: The advertising industry faces a critical challenge in balancing technological innovation with creative integrity and brand authenticity while meeting market demands for efficiency and scale.