Advertisers are constantly looking for new ways to engage with consumers and drive sales, and one of the latest trends they have been exploring is the use of artificial intelligence (AI) in their marketing campaigns. However, despite the excitement from advertisers about the potential of AI, they are facing a significant challenge – consumers are wary of the technology and are not receptive to being bombarded with messaging about it.
This issue was highlighted during the Olympics when Google released an ad for its Gemini AI tool that backfired. The ad, titled „Dear Sydney,“ depicted a father using AI to help his daughter write a letter to her athlete idol. The ad received widespread backlash, with critics accusing Google of being tone-deaf and missing the mark on how AI should be used to enhance human creativity rather than replace it. As a result, Google was forced to pull the ad.
Iain Thomas, a co-author of a book on AI and founder of an agency that helps marketers utilize AI, commented on the situation, stating that there is a fundamental misunderstanding of how AI should be utilized. He emphasized that AI should be used to handle mundane tasks, allowing humans to focus on more creative endeavors.
The backlash against Google’s ad is not an isolated incident. Other companies have also faced criticism for their use of AI in advertising. A Toys „R“ Us ad created using OpenAI’s text-to-video tool Sora received mixed reviews, with some suggesting that it implied filmmakers could be replaced by AI. Similarly, an „AI-powered“ Under Armour ad was accused of using others‘ work without proper credit.
These missteps underscore a broader issue facing advertisers – consumers lack trust in AI and are hesitant to purchase AI-powered products. A study conducted by researchers at Washington State University found that US consumers were less likely to buy products labeled as „artificial intelligence.“
The growing unease around AI is fueled by concerns about its potential to disrupt jobs and erode our humanity. A Pew study revealed that a majority of Americans are more concerned than excited about AI, indicating a shift in public perception towards the technology.
Despite consumer skepticism, companies continue to invest heavily in AI and allocate significant budgets towards marketing AI-related products and services. According to MediaRadar, companies spent over $107 million on AI-related ads in the first half of 2024, a substantial increase from the previous year. This trend highlights the importance of AI in the marketing landscape and the pressure on marketers to effectively communicate the benefits of AI to consumers.
To navigate the challenges of promoting AI in advertising, experts suggest focusing on human-led narratives that showcase the positive impact of AI on people’s lives. Successful AI ads, such as Adobe’s spot featuring a girl using AI to create a birthday card, emphasize how AI can enhance creativity rather than replace it. On the other hand, ads like Microsoft’s Olympics ad, which focused on overcoming doubt with AI technology, failed to resonate with consumers due to its negative tone.
In conclusion, while AI presents exciting opportunities for advertisers, it is crucial to approach its integration into marketing campaigns thoughtfully. By focusing on human-centric storytelling and highlighting the benefits of AI in enhancing experiences, advertisers can build trust with consumers and drive engagement effectively. As the use of AI in advertising continues to evolve, striking the right balance between innovation and consumer trust will be key to success in the ever-changing marketing landscape.
