AI in Ads: The Hits and Misses, According to Humans

As AI continues to reshape advertising, some brands are nailing the blend of technology and creativity, while others are stumbling into the uncanny valley. According to a report from SEO automation platform Chadix, Nike, Coca-Cola, and Samsung were among those that used AI effectively, while brands like Toys “R” Us and Mango faced backlash. Nike’s Never Done Evolving ad, which digitally recreated Serena Williams from different eras, struck an emotional chord, while Coca-Cola’s AI-powered Holidays Are Coming campaign allowed for rapid localization and drove high engagement. Meanwhile, Heinz tapped into user-generated content by letting people ask AI to visualize ketchup, generating over 800 million views.

On the other hand, not all AI-generated campaigns were met with applause. Toys “R” Us attempted an AI-generated brand film, but the lifeless visuals left audiences unsettled. Mango’s AI-created fashion models were slammed for looking “soulless,” while Skechers’ AI print ad in Vogue suffered from noticeable visual glitches. Even tech giants weren’t immune—Microsoft’s AI-powered Surface campaign faced criticism for its robotic digital avatars, and Amazon’s AI holiday ads were labeled as cold and impersonal, missing the warmth typically associated with the season.

The takeaway? AI is a powerful tool, but execution matters. When AI is used to enhance storytelling and creativity,, it can be a game-changer. But when brands lean too hard into automation at the expense of human touch, audiences notice—and they aren’t afraid to call it out. If AI is to become a staple in advertising, brands will need to balance efficiency with emotional connection, or risk becoming the next cautionary tale.

Full story and opinion at MediPost.