Discover valuable insights from brand mistakes in AI content marketing. Learn key lessons on effective brand strategy, content creation, and leveraging AI in marketing campaigns.
Learning to use new technology takes time, and sometimes, there are bumps along the way. As AI becomes more prominent in marketing, brands must be clear about how they use it. According to a survey by Dentsu in August 2023, nearly half of CMOs in North America plan to focus more on using AI in their marketing strategies over the next year.
Here are three mistakes brands have made with AI in content creation and what we can learn from them:
1. Inst cart’s Odd Recipe Images
Instacart faced criticism when users noticed strange images alongside some recipes. One image showed two cooked chickens stuck together, and another showed a hot dog with a tomato-like texture. These images were created by AI, but after the public scan, Instacart quietly replaced them with generic stock photos. The lesson here is that brands should review AI-generated content before making it public.
2. Selkie’s Controversial Collection
Fashion brand Selkie faced backlash after using AI to create its Valentine’s Day collection in 2024. One design featured a dog with too many toes, sparking criticism from consumers. While Selkie defended its use of AI, many were disappointed, preferring human creativity over AI. Brands should be cautious about using AI in creative spaces, as consumer sentiment can affect their reputation.
3. Under Armour’s Incomplete Credits
Under Armour received backlash for promoting its “first AI-powered sports commercial” without giving credit to all involved. The director claimed the film was made from scratch using AI, but other creatives pointed out that existing content contributed to the project. This incident highlights the importance of giving credit where it’s due when using AI in marketing.
Brands don’t have to adopt every new technology, especially if it goes against their values. However, if they choose to experiment with AI, they should prioritize consumer interests. Dove, for example, has vowed not to use AI in place of real people in its advertising, aligning with its mission of promoting inclusivity. Taking a stance on AI can resonate positively with consumers who are skeptical of its impact.
In conclusion, while AI can be a valuable tool for marketers, brands must use it responsibly and prioritize transparency to maintain consumer trust.
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