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The AI Marketing Backlash: Why 'AI-First' Brands Are Starting to Fall Flat

https://www.breef.com/breefingroom/articles/the-ai-marketing-backlash-why-ai-first-brands-are-starting-to-fall-flat
30•hasudon7171•1h ago

Comments

sirnicolaz•17m ago
Ironic that this very article has been partially written with AI... kind of lost the drive to read it
trollbridge•16m ago
Yep. And if you want to integrate AI into your products, like we are currently doing, you are best off just delivering features / products and concealing the fact it's "AI" instead of putting it front and centre. AI has a rather tarnished brand amongst many groups of people.
verzali•3m ago
More subtle thought-out AI tends to work better than AI for the sake of it anyway. If you deliver something useful, people will end up using it. A lot of current AI use is not particularly useful though.
Analemma_•9m ago
Remember to flag it, I've been doing this consistently with AI slopicles. Eventually we can build a social consensus around this and stop having to see them.
werber•17m ago
Spotify being listed as one of the brands doing AI right is jarring to me. It’s the only one of the companies mentioned where I’ve had multiple conversations with non tech people about how much they hate their AI usage. Specifically in their case the drift to AI produced and performed music in the playlists that are not explicitly labeled as AI. And there seems to be a nuance to what uses people are ok with, large language models for personal use, ok, generative ai in any creative capacity, offensive. Obviously anecdotal, but this article was very far from the reality I’m experiencing
shevy-java•7m ago
Now, personally I want AI to disappear, but music is one of the few areas where AI COULD be potentially useful. The reason I say this is because for music, the criterium should be whether the music is good or bad, not who made it. I still think humans are better than AI, but there were audio tracks fully AI generated which was not bad. It does not convince me into one of those humans who fell for the skynet trap and embraced AI, but I also can not say that all of AI is totally useless - just 99.9%.
HyperL0gi•16m ago
"Consumers have developed pattern recognition for AI-generated content."

The irony of reading an article that talks about AI slop that clearly seems to have been written by AI. Hey, I could be completely wrong, and it wasn't, but there are so many flags.

Do I care? Not really, but whoever wrote this is right. I guess we developed a pattern recognition for these things

Avicebron•15m ago
It's not just AI first companies..there's a place near me that tried to usr AI images in their social media ads. Completely blew up their relationship with the community. People would have preferred a cell phonr picture of their actual food to an AI generated approximation..
graypegg•6m ago
I've noticed this happening more and more! Mainly with restaurants! There's an indian place just down the street from my place with a menu composed of entirely (badly) AI generated curry pictures in the window. It turns everyone off eating there because it feels like they're somehow lying about what they sell. I get that curry is probably hard to photograph unprofessionally and still make it look appetizing, but I would've preferred

    Vindaloo [price]
    [short description]
over

    Vindaloo [price]              |red curdled horror|
    [emoji riddled description]   |in a weird bowl   |
donaldstuck•15m ago
It almost feels like AI is a hype and is used by the NFT/blockchain/crypto/web3 grifters as yet another vehicle to grift people right into their graves. Fun times.
throwaway27448•11m ago
AI as a term has always been a marketing tool aimed more at investors and executives than users.
throwaway27448•13m ago
> Spotify's personalization exemplifies invisible AI done right.

Ironically, I can't think of a platform that does personalization worse. Not only does it regularly surface music I don't like, it surfaces the exact same music I don't like over and over again. I don't know whether this is bad recommendation or their pushing music on me (ie payola) but it's supremely irritating.

I would have thought that adding semantic search to a photos app might be a better example of good AI, not these bolted-on-top examples.

shevy-java•9m ago
"When consumers believe emotional marketing communications are written by AI rather than humans, they judge them as less authentic, feel moral disgust and show weaker engagement and purchase intentions. This happens even when the content is otherwise identical."

Well, in general I do not care either way. I regard all ads as propaganda that attempts to steal my time. However had, even then it is indeed true that AI just is an additional annoyance factor, because it means that no real human really invested time - just AI slop that is spammed down onto people, and wastes their time. So I don't agree with the premise in the article to begin with, but most assuredly it is also true that AI slop just is pissing off people. I am noticing this on youtube too and although I don't have data, it seems that enough people were annoyed that the no-AI movement gained more grounds in the last some weeks. Hopfully we'll eventually reach AI extinction - not likely to happen, since some humans are already addicted to AI (see all "contributed with claude" on github spam), but I regard this as a noble goal. Rid this world of AI.

croisillon•7m ago
the big far-right party in Austria recently did an AI poster for their 70 year celebration, and there really were 2 type of responses

- not their target group, thinking it was cringe and boomer-ish

- their uncritical target group, who loved a polished picture of blonde people

feverzsj•4m ago
It sure is a silver bullet ... to end your business.
whynotisay•2m ago
Do HN luddites realize the technology is here to stay?

Soon - and even now - there are people getting away with using it that you guys can’t detect.

Including young illustrators on Twitter with a whole audience convinced they are drawing by hand.

Companies will do the same. At the very least they are offloading accountability so they can do a big apology every time they are caught (they are especially doing this in AAA games).

People like the anti-AI HN crowd are basically forcing everyone to start lying about AI.

They’re gonna use it no matter what, but people will come up with all sorts of excuses how it counts as personal use or they “didn’t know” and only the honest users of it who actually disclose tools will get roasted.

It would be a billion times better if everyone - especially technically inclined - embraced new technology and realized it isn’t going anywhere.

You’re allowed to criticize art, but you’re alienating yourselves as consumers, as gamers, and connoisseurs.

Safari sidebar silently loads loads all your bookmarks

https://lapcatsoftware.com/articles/2026/7/1.html
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Microsoft cuts 4,800 Jobs, Half from Xbox division

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