Generative help or artificial hindrance?

Generative AI (Gen AI) has rapidly become a staple in eCommerce and digital design, enabling designers (or anyone with an account on one of the many AI Image-gen applications) to quickly amend or generate entirely new images and videos. Hypothetically, this frees up more time to design captivating, click-rate-optimised creative assets.

At a glance, Gen AI is a time and money-saving shortcut to an unlimited trove of marketing assets. Take a longer look, however, and you might start to notice the cracks (or an extra finger, at the very least). Inconsistent, eerie qualities and a reputation for laziness (when applied unprofessionally) plague generative content.

The tech industry is currently experiencing an AI overhaul, and the AI industry is pushing the notion that if brands don't find and utilise every possible AI tool available, they risk "falling behind". Unfortunately, this push for overproduction has led to a surge of content known as "AI Slop" (low-quality media made using Gen AI). Brands that succumb to the AI hype might find themselves producing their own slop, which could have lasting impressions on customers' perceptions of brands.

So, how are consumers actually responding to the current surge in AI-generated marketing material?

Consumer perception of AI-generated content

Many consumers express reservations about AI-generated content. According to a recent Getty study, 90% of global consumers desire disclosure when an image has been crafted using AI. Moreover, 98% believe authentic images and videos are crucial for establishing trust with a brand.

If authenticity is key to establishing brand trust, what form of content resonates most with consumers?

The preference for user-generated content (UGC)

User-generated content (UGC) is often perceived as the most genuine, with 45% of respondents considering it the most trustworthy format, compared to only 12% for AI-generated content. This preference suggests that while AI can enhance creative processes, it may not fully replicate the authenticity that human-generated content offers.

So what's the problem with AI?

The risks of over-reliance on AI

A study by YouGov, conducted across 17 global markets, revealed that about half of consumers feel uneasy about brands using AI to create brand ambassadors, replacing real-life celebrity endorsements. The study also indicated discomfort with brands using AI to generate or edit images used in advertising. The findings suggest that AI-generated content can make consumers feel 'wary' and 'apprehensive'.

The association between AI and fraudulent content

The accessibility of AI-generated imagery plays a key role in the scepticism surrounding its use. Since AI tools are widely available, online scammers have exploited them to create counterfeit and fraudulent listings. As a result, AI-generated content has developed a negative reputation, often associated with dishonest practices.

For genuine brands, this association can be dangerous. If a brand's marketing materials look like AI-generated media, consumers may immediately question the integrity of the brand behind them.

Backlash over AI use in advertising

Recently, the fashion brand Mango faced significant criticism for using AI-generated models in its advertisements. Many consumers labelled the move as 'false advertising', arguing that the models and clothing were not real and, therefore, misleading. This controversy underscores the tension between innovation and consumer trust.

Coca-Cola's AI christmas commercial

Similarly, Coca-Cola came under fire for an AI-generated Christmas commercial. Viewers described the ad as 'creepy' and 'dystopian', critiquing it for lacking the warmth and authenticity typically associated with Coca-Cola's holiday campaigns. This backlash highlights the difficulties brands face when incorporating AI into their marketing without undermining the human element that often fosters emotional connections with audiences.

The fine line between innovation and overuse

Generative AI is an incredibly powerful tool when used strategically and sparingly. When utilised by professionals, it can streamline workflows and enhance the speed and quality of creative output. However, when overused or applied carelessly, AI-generated content can severely damage a brand's reputation.

Brands must adopt AI responsibly to avoid creating a negative consumer perception. In an era where authenticity is increasingly valued, over-relying on AI-generated content risks alienating consumers who crave genuine brand connections.

Companies must tread carefully as we enter a new age of generative marketing. The 'more is better' narrative doesn't always hold true, especially when quantity compromises quality. Investing in authenticity may be the key to lasting success in an increasingly inauthentic digital landscape.

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