AI in marketing—why brands shouldn’t use the tech to replace human experiences

Last Thursday, on sofas separated by nearly 5,000 miles, we found ourselves struck by the latest AI-related blunder gripping the brand world. Meta’s suggestion for those who missed the rare Northern Lights display? Just use AI to fake it! Meta posted AI-generated images of the Aurora Borealis—hovering over American landmarks such as the Golden Gate Bridge and the Las Vegas Strip—hoping to ride the wave of trending posts showcasing the real lights. Instead, it became a lesson in what not to do. While some people shared their AI-generated versions of the Northern Lights, most responses were critical or confused. NASA software engineer Kevin M. Gill said that fake images such as Meta's “make our cultural intelligence worse.” The company’s attempt to force AI into this rare, natural wonder fell flat. The Northern Lights aren’t just about pretty pictures; they represent a powerful, once-in-a-lifetime marvel of Mother Nature that many cherish as a peak life experience—something Meta’s AI-generated images ultimately undermined. The most troubling aspect is that Meta’s tone-deaf post suggested people should use AI to mislead their followers into believing they had captured the real event. It’s a glaring disconnect between Meta’s actions and its core values of transparency and empowering people to build community. How can you live these values if you’re encouraging people to mislead others? See all of Ad Age’s 40 Under 40 honorees here This is especially irresponsible during one of the most contentious election cycles in American history, where misinformation already runs rampant on platforms like theirs. Humanity is the heart of storytelling Earlier this summer, Google’s “Dear Sydney” struck at the heart of this chilling trend. The piece makes a play for the heartstrings as a father guides his young daughter, a budding track star, to write a letter to Olympian and 400-meter world record holder Sydney McLaughlin-Levine. Overwhelmed by the magnitude of this task, the dad has her use Google’s AI tool to help find the right words. It was meant to be heartwarming. Instead, it was a catastrophic lesson in missed opportunity. The problem with “Dear Sydney” isn’t just that it implies AI should take over a childhood rite of passage—writing a fan letter. The real issue is that a forward-thinking company joined the rush to show it is “all in” on AI without fully considering the implications. It has joined a list of brands, from Apple to Toys "R" Us, scrambling to showcase their AI adoption without addressing a key question: How is AI making your company more human? The question at the core of AI adoption As creatives with years of experience in brand storytelling and cultural change, we’ve seen firsthand how powerful storytelling can move hearts and minds. We've also witnessed brands respond to societal trends with surface-level efforts, such as the performative DEI campaigns of 2021 that lacked depth and lasting impact. While these brand initiatives may have been well-intentioned, they frequently fell short because they weren’t sincere or grounded in meaningful internal practices. The same is true for the current wave of AI-focused content. For the past few years, AI has been the shiny new penny of the corporate world. Executives are scrambling to integrate it into every aspect of their business—from operations to customer service to storytelling—to prove they’re staying ahead of the curve. But the real question shouldn’t be, “How fast can we adopt AI?” Instead, it should be “How does AI align with our mission?” and “How can AI enhance trust, humanity, and long-term value for all stakeholders?” Are we sacrificing purpose for novelty? More often than not, brands are positioning AI as the star rather than as an enabler of richer, more nuanced storytelling. Some companies tap into AI humorously, reflecting our collective fascination and fear about how technology is reshaping our world. Take Virgin Voyages' ad featuring an AI-generated JLo. We laugh as motion-capture suit-clad creatives struggle to bring a digital celebrity to life, hinting at a future where commercials might feature AI celebrities instead of real ones. Oh yeah, and the cruise ship? It’s fancy. With any new technology, the allure lies in its potential to disrupt and dazzle. Companies see AI as a shortcut to staying competitive, a way to “future-proof” their strategies. But without a clear understanding of how AI can deepen human connections internally and externally, this approach can monumentally backfire for brands. Consider Levi Strauss & Co., one of America’s oldest and most iconic brands. Levi’s emotional connection with its customers is built on authenticity, durability and timeless style. The brand represents more than just jeans—it’s a way of life. When Levi’s announced plans to use AI-generated models to increase diversity in its product images, it struck a dissonant chord. Many saw it as a shortcut, an avoidance of real action—replacing human models with algorithms. Check out the latest Ad Age events and award programs The backlash was swift. Levi’s had to clarify that AI-generated models were not intended to replace real photo shoots or advance its diversity, equity and inclusion goals. The move felt out of step with the brand’s heritage. Levi’s has always been about real people, real stories and genuine experiences—AI has little to do with that sincerity. Just because a brand can use AI doesn’t mean it should. A new North Star AI represents uncertainty for many—customers, employees and even executives. Fears about job displacement, privacy and the unknown implications of AI’s rapid advancement are real. That’s why leaders must approach AI integration with caution, transparency and empathy. Creating an AI North Star strategy can help executives guide this journey—a clear, ethical and practical purpose for AI within the organization. Leaders have a responsibility not just to explain how AI is being used, but why. This North Star should clarify how AI enhances, rather than diminishes, the value a company delivers to its stakeholders. Let’s be clear: AI is an incredibly powerful tool, capable of analyzing vast datasets, improving sustainability practices and streamlining processes. But unless you’re OpenAI, artificial intelligence shouldn’t be the story itself. It’s the enabler that allows human creativity and collaboration to flourish. (In fact, we used AI—along with JPGs and Photoshop—to create the illustration below, titled “Dr. StrangeTech or: How We Learned to Stop Rushing and Love Responsible AI.”) A more thoughtful path forward For brands, the process begins by asking: “What human connection are we trying to foster?” “How can AI enhance that connection, not replace it?” “Does this align with our core values?” Purposeful brands don’t rush. They take the time to ask these questions before diving into AI adoption. While this approach may delay the race to embrace AI, it ensures the technology adds value without diluting the brand’s mission or message. And if you're unsure how a poorly conceived initiative can torpedo a brand’s relationship with customers, just Google Kendall Jenner and Pepsi. As leading AI researcher Eliezer Yudkowsky famously warned, “By far, the greatest danger of Artificial Intelligence is that people conclude too early that they understand it.” Brand marketers shouldn’t contribute to this false sense of understanding. Instead of boasting about AI replacing human experiences—let's share stories about how AI enhances creativity, amplifies experiences and drives innovation rather than replacing them. Check out the latest Ad Age events and award programs

AI in marketing—why brands shouldn’t use the tech to replace human experiences

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