Early AI ads, like OpenAI's first, positioned AI as a monumental step in human history. The next wave is expected to be more pragmatic, focusing on specific, relatable use cases for the average consumer. This marketing evolution reflects the technology's maturation from a conceptual wonder to a practical tool for the mass market.

AI in creative doesn't have to dilute a brand. Coca-Cola's successful holiday ad used AI, but its high brand recall (83%) was driven by focusing on iconic assets like Santa. The AI execution was effective because it was largely invisible, proving the creative idea still drives the ad, not the tech.

AI is primarily a cost-saving tool, not a substitute for nuanced creative direction. Furthermore, a cultural backlash is emerging among younger consumers on social media who perceive AI content as inauthentic, actively criticizing brands like MrBeast and Liquid Death for using it.

To prevent audience pushback against AI-generated ads, frame them as over-the-top, comedy-first productions similar to Super Bowl commercials. When people are laughing at the absurdity, they are less likely to criticize the technology or worry about its impact on creative jobs.

While AI video tools can generate visually interesting ads cheaply and capture views, they currently lack the authentic creative spark needed for true brand building. Their value lies in quick, low-cost content, making them a performance marketing tool rather than an asset for creating a lasting, memorable brand identity.

GM's CMO warns that AI in creative often produces average results because it finds the "most likely next answer," reflecting the category norm, not a distinctive brand voice. Simple edits can also trigger a full re-render, introducing new errors and creating more work.

Testing of Coca-Cola's AI ad revealed an inverse relationship between age and acceptance. While older audiences scored it highly, Gen Z viewers were put off, scoring it poorly. This suggests the generation most fluent in technology may value authenticity and human craft more in advertising.

As AI tools become commoditized, the exponential differentiator for marketing success will be subjective taste. Teams must double down on unscalable, creative elements that AI cannot replicate, as this is what will truly stand out and build a memorable brand.

AI tools are best used as collaborators for brainstorming or refining ideas. Relying on AI for final output without a "human in the loop" results in obviously robotic content that hurts the brand. A marketer's taste and judgment remain the most critical components.