“The most profitable ad in Pepsi history.” This notable comment from YouTube highlights a widespread backlash against AI-generated advertisements, particularly one created by Coca-Cola for Christmas 2025. A recent study from the University of Zaragoza suggests that this sentiment is not just anecdotal but is supported by empirical research.
AI-Generated Advertising: A Consumer Turnoff
Researchers found that customers tend to shy away from services marketed with AI-generated images, especially in sectors that emphasize pleasurable experiences—like hospitality—as well as those requiring significant consumer investment. The prevailing reason? These artificially generated images are often deemed unreliable.
The study’s authors explain to Xataka that “consumers value real images more because they provide a faithful representation of the product or service, leading to distrust in companies that use AI images, which seem less professional or misleading.” While some studies indicate that AI-generated images can be equally effective and easier to produce—especially when consumers are unaware of their artificial origin—the general consensus favors authentic visuals.
Perception of Effort and Value
Using AI in advertising often results in the perception that a brand is not putting in significant effort, particularly in sectors like luxury and beauty. Lucía Caro Castaño, a marketing professor at the University of Cádiz, pointed out that following the backlash against Coca-Cola’s AI-generated ad, the brand felt compelled to demonstrate the substantial human effort and investment involved in its production.
Moreover, Caro indicates that the cost-saving benefits of AI, while appealing, can engender discomfort among consumers. Coca-Cola’s acknowledgment that their traditional Christmas ad production timeline shrank from a year to just a month illustrates this dichotomy. However, it’s essential to note that substantial human labor was still required to fine-tune the AI-generated visuals.
Consumer Emotional Responses
The rejection of AI-generated advertisements can also stem from a variety of psychological factors. Many individuals feel an “already-seen” sensation, reflecting a lack of originality and creative effort. Additionally, the “dehumanization” conveyed through excessively robotic content can alienate consumers, as highlighted by Patricia Coll, a communication doctor at EAE Business School.
Diana Gavilán, a professor of Marketing at the Complutense University of Madrid, emphasized the advantages of AI for automating specific tasks but warned against replacing human engagement. “If a robot serves me but claims to be human, there’s a loss of trust,” she noted.
The Effectiveness of Genuine Imagery
The University of Zaragoza’s study indicates that authentic images are critical for products or services that involve high consumer involvement. When making significant decisions, consumers prefer real images to gauge the potential personal experience. Conversely, AI-generated images can be effective for utilitarian and low-involvement products.
Human Qualities Versus AI Limitations
The findings also underline the importance of human qualities—like empathy—that AI has yet to replicate. Various brands are navigating this complex landscape differently. For example, Unilever’s Dove brand avoids using AI-generated imagery to maintain authenticity, reflecting its commitment to “real beauty.”
A Cautious Approach to AI in Marketing
With significant backlash against AI-driven campaigns, brands like H&M and Vivaldi are reassessing their strategies. H&M launched a limited campaign using both real models and digital twins but later faced internal controversies regarding the use of AI. Vivaldi openly rejected integrating AI into its services, citing concerns over copyright and privacy violations.
Ultimately, while AI can streamline many marketing tasks, successful advertising still hinges on genuine human emotion and effort. As Lucía Caro astutely observed, the novelty of AI in advertising has faded; society is already becoming fatigued by the technology that was once seen as groundbreaking.