AI广告，为何消费者不买账，品牌却停不下来？

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科学技术与研究

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高中三年级

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全球超六成消费者反感AI广告，认为它让品牌显得“尴尬”；但广告行业却在加速拥抱AI。品牌到底该不该用AI？

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Consumers around the world aren’t happy about AI use in advertising. According to new research from The Harris Poll, more than two-thirds of global consumers view AI as largely a “marketing ploy” — one that could make them think less of the companies loudly promoting it. The research, shared at the Cannes Lions Festival of Creativity, found that 78% of consumers believe AI makes ads “feel less authentic”; the same amount said they find brands “cringey” when over-using AI.

This negative attitude carries directly into purchasing decisions. Around 63% said they would be less likely to buy from a brand that uses AI-generated ads, while 73% said they would be less likely to trust an ad they suspected was made using AI. More than half of consumers agreed that they hear so much about AI that “it’s starting to annoy them,” and around two-thirds said they would “love if brands would never mention meaningless AI marketing again.”

Behind these consumer attitudes lies a different reality for the advertising industry. More than half of industry professionals reported using AI for idea generation and concepting, and about half said they also used the technology for visual asset creation. Fewer — about 4 in 10 — used AI for processes like copywriting, audience targeting, and media planning. Meanwhile, references to AI are climbing rapidly in marketing materials. According to a report from Sensor Tower, there has been a double-digit surge in advertising containing AI-related terms across categories. The phrase “AI-powered” is particularly popular in app descriptions.

Some brands have loudly embraced AI in their advertisements. Coca-Cola’s AI-generated holiday ads have caused controversy, and Svedka used AI to produce and animate robots for its Super Bowl ad earlier this year. However, others seem to have noticed the consumer fatigue and are taking a different approach. Apple has emphasized handcrafted advertisements through behind-the-scenes footage, while brands like Almond Breeze and Equinox have used AI semi-ironically, making fun of the technology to highlight the realness of their products.

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