I’ll confess, with no shame whatsoever, that I really love ads. Artsy ones, funny ones, weird ones, emotional ones — TV commercials were my childhood TikTok before any of us were using terms like “short-form video.” But like most creative things in my life, AI is sucking the joy out of it. And it’s only going to suck harder this year.
Ads are mini-movies, posters, illustrations, and photoshoots with an underlying purpose: to burn whatever product they’re flogging into your brain as quickly as possible. It requires a great deal of creativity, and in some cases, a substantial production budget. And while the creative in me loves to see the fruits of that labor, it also makes ads the ideal testing ground for generative AI technology, as brands race to make content creation faster and cheaper. Many image and video generator models saw huge visual improvements last year, prompting more advertisers to adopt them in campaigns.
According to a Marketing Week study, more than half of 1,000 polled brand marketers used some variant of AI in their creative campaigns in 2025. Another study by the Interactive Advertising Bureau (IAB) found that 90 percent of advertisers were using, or planning to use, generative AI for video ads in 2025, and projected that such tools would be used in 40 percent of all ads by 2026.
That’s why we’re increasingly seeing AI ads on TV, in magazines, and across social media. Some are upfront about using generative AI, such as Coca-Cola’s sloppy holiday ads, but many aren’t — leaving us to be suspicious of everything we see that appears slightly “off.” Sometimes, that can be humans who give off uncanny valley vibes, like the ads we’ve seen from McDonalds and DoorDash where the people look too polished and move in unnatural ways. Or perhaps CGI and visual effects that morph inconsistently in ways that would be weird for a VFX artist to do intentionally, like this ad for Original Source shower gel. Why does that man’s face keep changing? Why does it keep trying to turn him into a Memoji?
But while generation in commercials might seem obvious to some, clocking AI in the wild isn’t something most humans are good at yet. The Association for Computing Machinery (ACM) found that humans could only accurately identify AI-generated images, video, and audio 50 percent of the time, and that’s one of the higher success rates we’ve seen. Kantar, the market research company that helped to develop Coca-Cola’s AI holiday campaign in 2024, also found that most of its ad testers couldn’t tell it was AI-generated, despite the tell-tale visuals and clear on-screen AI disclosure.
“The vast majority of people didn’t notice the ad was AI-generated (we asked)”
“The people that matter most – Coca-Cola’s target audience – still enjoy it, feel good when they see it, and love the brand for it,” Kantar managing director Dom Boyd told Campaign. “Lots. In fact, Kantar’s [ad testing] shows that the vast majority of people didn’t notice the ad was AI-generated (we asked), and the execution is one of the highest-performing this year for short-term sales potential.”
Audience reactions to AI ads have been mixed, however. In a November 2025 Kantar study, consumers were discouraged by ads that featured obvious AI signals like “distracting or unnatural visuals,” but responded well to ads that used AI well enough to go largely undetected. The same study also found that people have stronger emotional reactions to AI-generated ads compared to those made without it — but the reactions in question were typically negative.
We see much of that negativity around obvious AI advertisements across forums and in the comments on social media platforms. There’s even an r/AiSlopAds subreddit community dedicated to publicly shaming examples of AI ads. There are several commonly mentioned reasons for this sentiment, including ethical and environmental concerns around generative AI, seeing its supposed cost-cutting and efficiency benefits as something that cheapens branding, and just thinking it looks unappealing.
Money (duh) is the obvious reason why more brands are increasingly ready to risk that negativity to explore generative AI. Sure, AI ads for prediction market platform Kalshi are scorned by Reddit users, but a particularly bonkers and confusing example that aired during a primetime 2025 NBA finals slot only cost $2,000 to make. It was created in just two days by one person using Google’s Veo 3 AI model. It’s not hard to see the appeal of that efficiency, and passionate hatred of an ad does indicate people found it memorable, even if it’s for the wrong reasons.
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