AI-generated ads are grabbing attention—but not always in a good way. Kantar’s review of over 350 gen AI ads shows that strong emotional reactions are common, but effectiveness is mixed. When AI is used well, it can enhance branding and viewer engagement. But if it feels unnatural or distracting, results suffer.
Key findings:
- Obvious AI elements often led to confusion or discomfort.
- Subtle and well-integrated AI use scored higher on brand recognition.
- Facial coding revealed more negative than positive emotional reactions.
- Ads with brand-trained AI models had the strongest performance.
It’s not just about using AI—it’s about using it smartly and in line with your brand’s voice.
So…:
How can you make use of AI in your marketing material, and what should you especially be aware of?
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Picture:
openAI // chatgpt