Generative AI has become a prominent topic in the marketing industry of late, with some voices beginning to challenge the widespread enthusiasm for the technology. Although many have compared the current excitement around generative AI to past tech bubbles that eventually burst, the corporate world’s interest in this technology continues to grow. Nevertheless, some brand leaders are starting to shift their focus from the benefits of generative AI to its potential negative implications, such as its tendency for hallucination and bias.
While no brands have categorically sworn off the use of AI in any capacity, a small number of voices are expressing reservations about the overemphasis on this technology. Some brands, particularly those that focus on “natural” products, are taking a stand against the use of AI in their marketing efforts. For instance, Tropicana made a statement at the Consumer Electronics Show (CES) by distributing bottles of orange juice labelled “Tropcn” to underscore that there is “no place for artificial in orange juice.”
Similarly, Dove recently pledged never to use generative AI to represent women in their ads, highlighting the need for authentic representation in both the real and virtual worlds. The brand also conducted a survey that found one in three female participants felt pressure to alter their physical appearance due to online content. While Dove is not opposed to the use of AI, it is concerned with how the technology is utilized and its impacts on their audience.
Inqwire, a public benefit corporation, has also taken a firm stance against using Large Language Models (LLMs), citing concerns about the negative impacts of such AI technologies on individuals and society. Inqwire’s founder, Jill Nephew, emphasizes that while her company is against LLMs, it does not advocate for the complete abandonment of AI. Instead, Inqwire’s commitment reflects a broader shift in attitudes towards AI that is likely to influence the market in the future.
These early signs of pushback against generative AI suggest a growing awareness of the potential pitfalls of AI technology. As the industry continues to evolve, it is important for brands to carefully consider the benefits and drawbacks of AI in their marketing strategies, recognizing the responsibility they have to their audience and society at large. While AI is certainly here to stay, the narrative surrounding its use is beginning to change, and it will be intriguing to see how brands continue to navigate this shift.