Tighter budgets and tighter timelines are pushing brands toward AI-generated imagery—but that cost-saving shortcut comes with a side of public scrutiny. Recent campaigns from J.Crew, Guess, and Skechers stirred online backlash for visuals that consumers suspect were AI-made. The cycle has become familiar: a campaign drops, the internet sleuths start sleuthing, criticism follows, and the brand offers either silence or a vaguely-worded statement. Still, the trend is gaining ground behind the scenes.
According to the IAB, nine out of ten digital ad buyers are either already using or planning to use generative AI tools for video ads. The draw? Faster creative execution without the logistics (and costs) of studio shoots. But for brands, the promise of AI efficiency is a double-edged sword, and over-focusing on savings misses a broader opportunity to unlock bigger, bolder ideas.
No one’s throwing out studio lights just yet. Especially in fashion and beauty, where authenticity still matters to consumers, brands are testing AI slowly—leery of triggering backlash. There’s interest, but also hesitation, as no one wants their brand to trend for the wrong reasons. As one exec put it, it’s not about replacing production but expanding what’s possible with the same budget. So for now, it’s all about selective deployment—with a cautious eye on consumer comfort.
Full story at Marketing Brew.