Innovative or Inauthentic
EDITION II
Sam Pappas
11/30/20253 min read
As we go through our daily routines, from endless scrolling on our phones to catch up on TikToks our friends send us, to sitting with family during the holidays and game days watching television, it’s hard to ignore the shift that is happening in the background. The ads woven into our everyday lives, whether we notice them or not, aren’t always controlled or created by humans anymore; artificial intelligence is calling the shots now.
Before artificial intelligence infiltrated the world of marketing, the stories behind every campaign were imagined, written, and produced by real people. Now, AI and generative models are quietly stepping into that process, shaping what we see, when we see it, and how it makes us feel. With some of the most notable brands in the world already letting AI control increasingly larger pieces of their marketing, it’s more important than ever to understand where AI helps, and where it starts to hurt.
Nike is a clear example of a brand using artificial intelligence to strengthen, rather than replace, its marketing. With a global audience that ranges from marathoners and professional athletes to casual-wear buyers and fashion-first sneakerheads, Nike uses AI to segment customers based on their behavior, preferences, and lifestyle, so each group receives messaging that actually feels relevant. These same tools help Nike predict which campaigns are likely to perform before they launch and generate marketing content that aligns with individual consumer preferences from emails, social ads, and in-app promos that reflect what individual consumers have been browsing. (1) Their marketing translates to consumers less like one broad campaign and more like personal one-to-one conversations, reinforcing customer loyalty and showing how powerful AI can be as an assistant rather than a replacement.
Another example of a successful use of AI comes from a popular food brand. Placed directly on store shelves, Nutella’s “Nutella Unica” campaign used an AI algorithm to generate 7 million unique label designs, making each jar truly one-of-a-kind. (2) This twist helped sell out a classic product, turning an everyday grocery item into a collectible, personal moment that makes you say, “this one is mine.” The campaign taps into one of marketing’s strongest psychological triggers, exclusivity and personalization, so consumers feel like they’re not just buying a product, but becoming part of the brand’s story.
In both of these cases, AI isn’t replacing the brand’s identity; it’s amplifying it. But there’s another side to this shift, the moment when artificial intelligence stops supporting the brand and starts reshaping it. Coca-Cola released three AI-generated holiday ads last year that were quickly mocked as cheap and unsettling. brand made the risky decision this year to release two more. Their 2025 Christmas campaign features wide-eyed, anthropomorphic animals gazing in awe at the arrival of glowing red Coke trucks. Viewers flooded social media with frustration and disgust, insisting that something about the ads felt off. Part of the backlash against the use of AI in this campaign comes from what Coca-Cola represents; for many people, their holiday ads are a seasonal ritual, steeped in nostalgia. (3) When those familiar emotions were taken over by AI, what once felt like a cozy tradition suddenly came across as hollow and inauthentic.
Artificial intelligence has become more than just an assistive tool; it’s evolved into a core player that's reshaping the world of marketing. While it offers brands new ways to keep up with trends, target audiences more precisely, and personalize at scale, it also carries the risk of feeling like an inauthentic shortcut that damages the brands image. As AI continues to expand its role, the responsibility falls on brands to decide where human creativity ends and automation begins. Consumers are willing to embrace innovation, but they are quick to notice when the heart of a campaign feels missing. Successful brands will be the ones that use AI to strengthen emotional connection, not replace it.
(1) https://digitaldefynd.com/IQ/ways-nike-use-ai/
(2) https://www.leadraftmarketing.com/post/how-nutella-unique-ai-jars-sold-out-instantly
Cover Design by Audrey Chau
Innovative or Inauthentic? Brands Using AI in Marketing
By Sam Pappas
