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Brands Are Doubling Down On Their Human Authenticity
Courtesy of Aerie
While many brands are increasingly using AI in their marketing and media, others have decided that loudly rejecting AI is a better pitch to customers.
The Big Pitch: A Gartner study found that 68% of people question whether what they see online is real. So, brands that explicitly state their creative work doesn’t use AI may better communicate authenticity and values — while appealing to a growing segment of consumers seeking products and services that feel more handmade.
Between The Lines: Is being human-made part of the growing interest in all things analog?
Clothing label Aerie released a commercial featuring Pamela Anderson that underscores its models are not AI-generated.
Diaper brand Coterie posted on Instagram that it promises never to use AI-generated images in its marketing, helping ensure parents can trust it.
Le Creuset shared a creative spot by digital artist Ian Padgham (aka Origiful) and emphasized that it wasn’t made using AI — likely to preempt any “AI slop” accusations in the comments.
Closing Thoughts: It’s wild that the burden of guaranteeing something isn’t AI now falls on consumers — either because brands aren’t always transparent in their marketing or because social media platforms don’t label AI content at the point of posting. It just goes to show how widespread the technology’s use has become — and how unprepared society was for its rapid adoption. That’s a big deal, considering that the same Gartner study found 50% of consumers would rather buy products from brands that use generative AI in their marketing.
In a world where everyone is skeptical of whether anything is real, brands know that underscoring their content is indeed real could be the difference in driving a sale.
The Future: When New York’s AI-disclosure law takes effect in June, a flood of AI-labeled marketing could follow… potentially bringing an end to the trend of explicit anti-AI marketing.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.