“AI slop” was named the 2025 word of the year by Merriam-Webster. Consumers are clearly hyperaware of the overuse of generative technologies and are increasingly allergic to them, especially when it degrades their experience. The arts community has faced some of the strongest backlash and brands considering generative AI in creative should proceed with caution.
The warnings are already there. Brands like Coca-Cola, Svedka and H&M have openly promoted their use of AI in their advertising, but have been heavily criticized. This created understandable hesitation. But refusing to use these technologies altogether carries its own risk. Brands can fall behind or overspend simply to maintain the same level of awareness and resonance.
What motivates this reaction? More importantly, is there a way to use AI in brand creativity without harming consumer trust?
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Two Coca-Cola campaigns, two very different results
Let’s look at two examples, both from Coca-Cola. The brand released a holiday ad titled “The holidays are coming.” It featured several minutes of Coke-branded trucks moving through animated environments in a style consistent with its seasonal campaigns. The response was immediate and negative.
Viewers called it AI slop, criticizing both the concept and the execution. Many pointed out that the script looked like a single note, as if it had been generated from a basic prompt. Others noticed inconsistencies in the scenes, including visual details, character designs, and even the Coca-Cola logo itself. The work gives the impression that cost reduction and speed were prioritized over brand authenticity.
To make matters worse, Coca-Cola publicly highlighted the role of AI in production, which amplified surveillance.
On the other hand, the announcement entitled “Coca-Cola masterpiece” also relied heavily on AI, but was received much more positively. The concept seemed original. The use of AI extended reality rather than imitating it. The story unfolded in a way that would have been difficult, if not impossible, to execute in a traditional production.
THE supporting advertising around the campaign focused on the artists involved, not the technology. Viewer responses reflect this difference, with comments such as: “It wasn’t made by AI. It was made by humans using AI. I can feel the feelings of the person who made this ad.”
Technology does not excuse mediocrity
Marketers already rely on tools that distort reality. The explosions are exaggerated. Cars don’t drive on Mars. Consumers accept it because the story works.
But when these tools are used incorrectly, people notice. Bad visual effects, inconsistent editing, or weak performances break the immersion. AI is no different. It’s a new tool that needs its own standards.
In the holiday advertising, viewers detected laziness. The narrative was thin, if not completely absent. Instead of making a connection, the ad stacked recognizable Coca-Cola symbols into a sequence of visuals. This kind of platitude is easy to spot and hard to ignore. This is “Invasion of the Body Snatchers” in commercial form.
The aesthetic inconsistency made the situation worse. Visual issues and incompatible styles disrupted the experience and signaled a lack of control, something that would never have happened with standard technology. Whether it was immature technology, weak incentive, or poor oversight, the result seemed reckless.
Then there is ethical ambiguity. Where does the underlying material come from? Was he fired? Was it derived from an existing creative work? Even when the result resembles a brand’s established style, the lineage is often blurred. This uncertainty makes people uncomfortable.
A Better Way to Approach AI in Creation
These failures point to a clearer set of principles, reinforced by stronger examples of successful advertising.
- Use AI to expand imagination, not to replace crafting.
- Be obsessed with loyalty.
- Secure usage rights and control your entries.
Develop your imagination
Generative AI works when it serves the story. It fails when replacing it. The public can tell when something has been generated without worry. If AI is primarily used to reduce production costs or replace human creativity, the result seems reductive. This removes the purpose of the storytelling.
Campaigns like Svedka’s AI-generated Super Bowl ad”Shake your robotsmade the technology itself the focus and the idea suffered, notably from the same studio behind Coca-Cola’s 2025 “Holidays Are Coming” ad.
But when AI enables something truly new, it becomes additive. This allows brands to tell stories that weren’t possible before. This change changes the way work is received.
Obsessed with loyalty
There is an entire subculture dedicated to finding flaws and discontinuities in creative work. AI-generated content gives them a bright, shiny target, as seen in McDonald’s Dutch AI holiday advertising.”It’s the most terrible time of the year“, where visual inconsistencies and unrealistic details quickly became the subject of criticism.
Be a stickler for details. Logos must be accurate. The visuals must be consistent. Even subtle impossibilities must be eliminated unless they are intentional. These issues are symptoms of a deeper problem: AI-generated content often appears inauthentic. Traditionally produced works do not exhibit these flaws in the same way. When they appear, they signal to the viewer that something is wrong and that perception quickly becomes associated with your brand.
Your goal is to protect the immersive viewer experience, avoid the uncanny valley, and maintain the integrity of your brand. Quality is the canary in your AI-generated coal mine.
Secure usage rights
Start with assets that your brand owns or has explicitly licensed. Make sure these rights extend to AI-based use cases. Where possible, develop processes that include approvals for the use of likenesses or materials in final products.
Virgin Journeys offers a strong example. The brand shot original images of Jennifer Lopez and allowed customers to use them to generate personalized invitations. The foundation was authorized, controlled and intentional.
In contrast, H&M, Levi’s and Mango have faced backlash for their use of AI-generated digital twin models, raising concerns about consent, compensation and the displacement of human talent.
Beyond rights, closely manage what goes into the model. Limit entries to approved assets, likenesses and references. Don’t leave this open.
Keep it to yourself or have a reason not to
One of the most criticized trends in campaigns is the way brands loudly advertise their use of AI. Press releases, descriptions, behind-the-scenes content. All of this invited scrutiny. If the work is solid, it must stand on its own without explanation.
If you choose to highlight AI, make sure there is a clear reason. Nike’s use of AI Hosting a match between 1999 and 2017, Serena Williams is a good example. This story could not be told any other way.
The standards that AI-powered creations must meet
Before releasing an AI-generated creative, be clear about the impact of using AI. Marketing budgets are shrinking and cost reduction is a valid justification. But if you can’t confidently answer these three questions, it may be more effective not to advertise at all:
- Is it an additive? Does AI make the idea more interesting?
- Is it respectful? Are rights, likeness and work considerations taken into account?
- Is it excellent? Were we going to distribute this regardless of the production source?
Consumers are not rejecting AI. They reject indifference. This negative reaction is a signal to raise the bar. Generative AI is not a shortcut. It is a tool for telling more ambitious and original stories. Brands that treat it like a craft tool will gain trust instead of losing it.
