- The authenticity premium matters more than efficiency for emotional connections in marketing.
- Consumers have developed pattern recognition for AI-generated content and often reject it as emotionally hollow or lazy.
- Brands succeeding with AI use it behind the scenes for personalization, optimization, and testing, not as the main idea.
- High-profile failures like Coca-Cola and Meta's AI ads led to backlash due to prioritizing efficiency over authenticity and removing human control.
- AI-generated content is judged as less authentic and can cause moral disgust, even if labeled, hindering engagement.
- Consumers value human creativity in emotional contexts, and AI often fails to understand lived experiences.
- Successful AI implementations (e.g., Spotify, Netflix) are invisible, enhancing experiences without highlighting the technology.
- Brands should use AI as infrastructure, not innovation, and maintain human oversight for strategy and emotional resonance.
- Transparency about AI use may not prevent backlash in craft-based industries like fashion or luxury.
- The divide between thoughtful AI use (serving strategy) and trend-chasing (strategy serving AI) is becoming more apparent.