Why Early Generative AI Ads Are Missing the Mark—And How Creatives Can Adapt

Generative AI has taken the marketing industry by storm, promising faster, more cost-effective ad production. However, as some of the first AI-generated campaigns make their way to consumers, they are being met with skepticism and even backlash.

Brands like Toys R Us, Under Armour, and Coca-Cola have experimented with AI-generated ads, yet the general public—and especially the creative community—hasn’t been impressed. So, why aren’t these AI-driven ads resonating? And how can marketers refine their approach to integrating AI into their creative process?

Let’s explore what went wrong with early generative AI advertising and how businesses can use AI more effectively in 2025.

The Core Issue: Lack of Human Connection

One of the biggest missteps in early AI-generated ads is the absence of authenticity and emotional depth. Ads that lean too heavily on AI often feel robotic, lacking the human touch that makes stories compelling.

Eva Neveau, Chief Creative Officer at Omnicom Production, explains it well: “When you’re telling a really great story, you’re being authentic, you’re making a real connection. AI-infused work isn't doing that—it feels artificial and lacks true emotion.”

Consumers don’t just want visually polished ads; they want content that sparks emotion, resonates with their values, and tells a compelling story. AI-generated content, when used without human input, struggles in these areas.

Consumers Spot the AI—and They Don’t Like It

Beyond emotional disconnect, many AI-generated ads contain noticeable errors—distorted visuals, unnatural movements, or even small details like extra fingers or disproportionate facial expressions. These imperfections pull audiences out of the experience and draw negative attention to the technology rather than the brand’s message.

Additionally, the creative community has openly criticized brands for leaning too heavily on AI, seeing it as a shortcut that sacrifices originality in favor of convenience.

Why AI Still Has a Role in Advertising

Despite these early missteps, AI isn’t going away. Industry experts believe AI can be a valuable tool—just not a replacement for human creativity.

“We aren’t looking or hoping for AI to replace everything or everyone, just to give us access to more intelligence around our ideas and speed our ideas to market,” says John Cornette, Chief Creative Officer at EP+Co.

Instead of fully automating ads, AI should be seen as an aid in:

• Rapid ideation: AI can offer quick concept generation, inspiring human creatives to refine and enhance ideas.
• Efficiency in production: AI can assist in generating drafts, freeing up creative teams to focus on storytelling and branding.
• Personalization at scale: AI can help tailor messaging for different audiences without compromising the brand’s identity.

How Marketers Can Integrate AI Without Sacrificing Creativity

If AI-generated ads aren’t working in their current form, how can marketers pivot? Here are a few key strategies:

1. Use AI for Support, Not Replacement

Rather than handing full creative control to AI, brands should use it as a complement to human-led campaigns. AI can generate templates, automate some tasks, and assist with insights—but humans should still lead storytelling, brand positioning, and final creative decisions.

2. Focus on Authentic Storytelling

Consumers engage with stories that feel real, personal, and emotionally rich. AI tools should enhance human creativity rather than replace it—marketers should ensure emotional depth, relatability, and brand identity aren’t lost in AI-generated content.

3. Stay Vigilant Against “AI Artifacts”

The last thing brands want is for audiences to notice something “off” about their ads. Marketers should carefully review AI-assisted visuals to ensure they feel natural and brand-appropriate. Catching details like unrealistic facial expressions or incorrect proportions before releasing content can help maintain credibility.

4. Avoid the AI Gimmick Trap

Some brands have used AI-generated campaigns as a marketing stunt—but these often leave no lasting impact. AI should be used where it makes sense, not just for hype. The most successful AI-assisted ads in the future will be the ones where consumers don’t even realize AI was involved.

The Future of AI in Advertising: A Balanced Approach

AI hasn’t lived up to its full potential in advertising yet, but that doesn’t mean marketers should abandon it entirely. Instead, the key is balance—leveraging AI to enhance the creative process while maintaining the human elements that build brand authenticity and emotional engagement.

Brands that integrate AI thoughtfully—without sacrificing originality—will be the ones that succeed in this evolving landscape. The challenge for 2025 and beyond is clear: How can marketers use AI to enhance creativity rather than replace it?

How is your brand thinking about AI in advertising? Share your thoughts in the comments!