AI in marketing drives creativity and efficiency at a scale we’ve never seen before. But it’s a double-edged sword.
Coca-Cola’s ‘Create Real Magic’ campaign showed what happens when brands use AI openly. Fans were invited to design AI art for billboards and labels, and the campaign went viral by making the technology part of the fun.
When AI outputs are obvious, such as surreal ads, playful visuals, or co-created art, audiences engage. However, when it imitates reality too closely, trust falters.
Marketers face a key question: Did we overrate AI’s ability to replace human creativity and underestimate the audience’s demand for authenticity?
How Consumer Attitudes Are Evolving in 2025
Gen Z and Millennials are more experimental. In fact, a report by MITRE-Harris Poll shows that 57% of Gen Z and 62% of Millennials are more excited about the potential benefits of AI than concerned about its risks. They see AI as part of digital culture, not a threat. When campaigns are transparent, like labelling AI-generated images, they respond positively. Many even expect brands to experiment with AI, as long as the rules are clear.
Older audiences are more cautious. The more realistic AI becomes, such as lifelike faces or voices, the more this group views it as misleading. They see AI as a threat to credibility. This skepticism grows when they suspect AI is cutting costs or sidelining human contributions.
Cultural context also matters. In areas with high digital literacy, audiences may view AI with curiosity. In places where trust in media is low, AI can increase suspicion. Across all groups, one thing is clear: transparency leads to acceptance.
At a deeper level, people don’t just notice what AI makes. They also pay attention to why brands use it and how honestly they share that. When AI is used openly and in a fun way, people feel the brand is truthful and want to be part of it. This openness makes them curious and willing to engage.
Psychologically, people want to join the story, not be tricked by it. When AI is hidden or presented as real, it triggers a sense of betrayal once discovered. Humans are wired to punish dishonesty because it threatens social bonds and predictability. That loss of safety makes people pull away.
Real-World Examples: Wins vs. Backfires
An example is Heinz’s ‘A.I. Ketchup’ campaign. It used AI in a way that felt artificial but cleverly showcased Heinz’s market dominance. When asked to picture ketchup, AI produced Heinz-like images. A Forbes article (2025) reported that the campaign gained over 850 million media impressions. It boosted social engagement by 38% and delivered a 2,500% ROI in earned media value.
Similarly, Nike’s Never Done Evolving campaign also won for its creative use of AI. It reimagined Serena Williams’ career by staging a virtual match between her 1999 and 2017 selves. The campaign earned the Digital Craft Grand Prix at Cannes.
But not every brand has managed to strike a balance.
An example is Levi’s attempt to increase diversity in online shopping by using AI-generated models instead of real ones. Critics slammed the move as ‘lazy’ and ‘problematic,’ arguing it deprived real models of opportunities and amounted to a form of digital Blackface, according to this 2023 article by The Independent.
Link to post: https://x.com/James_s_welsh/status/1639659399567343617
Spain’s conservative People’s Party used AI to generate a parody video of Prime Minister Pedro Sánchez lounging shirtless on a beach, styled like a reality TV spoof. It backfired when the clip misused Dominican Republic national symbols. It drew over 400,000 views before deletion, drew international criticism, and forced the party’s leader to issue a public apology, said a Reuters article.
Strategies for Using AI Creatively Without Damaging Trust
To protect that trust while still unlocking creativity, marketers need more than quick tips. We need guiding principles. These strategies balance innovation with brand safety and show how AI can be used responsibly without losing its spark.
The AI hype rush taught marketers that efficiency without authenticity quickly backfires. Audiences mocked, regulators questioned, and creative teams felt replaced. The issue was never whether AI could fool people, but whether people would accept being fooled. That lesson sets the foundation for how brands should now use AI responsibly.
Exaggerate on purpose
When brands make AI outputs look surreal or stylized, people instantly see them as playful. Think of wild product mashups, dreamlike images, or artwork that feels otherworldly. Because they are so exaggerated, no one mistakes them for real life.
For example, instead of AI-generated realistic product photos, you can create surreal or imaginative AI-generated visuals like a sneaker made of clouds or ketchup floating in space.
Be transparent
Audiences respond well when brands admit that AI is part of the process. This can be done through captions, behind-the-scenes videos, or clear notes in campaign messages. When AI is presented as a creative partner, people feel included instead of tricked, and honesty becomes part of the brand’s story.
Avoid realism for credibility-driven content
Some areas demand absolute trust, such as testimonials, endorsements, health advice, or financial guidance. Using AI-generated realism in these cases can weaken credibility and damage confidence. Real people, voices, and experiences remain the most reliable option whenever trust is on the line.
Keep humans central
AI should support, not replace, the culture and emotions that human creators bring. It works best for handling scale, variety, or playful experiments. But meaning and deep connection still come from human storytellers who shape the bigger narrative.
An example could be using AI to quickly create many different headline and tagline options, then test which ones perform best. At the same time, human writers review and finalize the ads to make sure they fit the brand’s voice.
Track sentiment in real time
The job doesn’t end when a campaign launches. Brands need to monitor reactions through comments, reviews, and social media listening. If doubt or criticism appears, addressing it directly can prevent backlash and even strengthen trust by showing the brand cares about its audience.
In other words, the strategy isn’t simply about avoiding pitfalls. It is about making AI a clear and creative partner. This way, it boosts storytelling and keeps honesty intact.
The Competitive Edge of Playing AI Right
Every campaign, whether it delights or backfires, adds to a shared playbook of what people will accept and what they will reject. The real opportunity for marketers isn’t only in using AI responsibly but in listening closely to how culture responds and evolving with it. Perhaps the question isn’t whether AI will earn trust, but whether brands can keep up with an audience that now expects transparency, imagination, and accountability all at once.
