Study finds AI ads perform equally to human-made campaigns, with no audience pushback

Advertising creatives are increasingly embracing AI-generated content in campaigns, marking a dramatic shift from previous resistance to the technology. A new Kantar study found that AI-involved ads perform just as effectively as traditional advertisements, with audiences showing little negative reaction to AI-generated visuals in TV, digital, and social campaigns.

The big picture: The advertising industry has undergone a complete reversal in AI adoption, moving from cautious experimentation to full client demand in just one year.

• “We have seen a shift in client openness to fully AI developed campaigns,” said Christian Pierre, global chief intelligence officer at Gut, a creative agency. “Today, the client that is not using it feels like they are missing out. It is a 180 degree shift.”
• Even fashion brand Benetton, traditionally focused on craft photography, now uses AI-generated models in its fall/winter campaign.

What the research shows: Kantar’s analysis of 356 ads found no correlation between AI usage and creative effectiveness, debunking concerns about an “effectiveness tax.”

• AI-involved ads ranked among both the most and least effective for brand recall, suggesting performance depends on execution rather than AI usage itself.
• Ads using AI in post-production or “non-obvious” ways performed better than obvious AI applications, possibly due to the “uncanny valley” effect where audiences react negatively to nearly-realistic but slightly off visuals.

Why creatives changed their minds: Economic and practical benefits have overcome initial ethical concerns and skepticism.

• “For my entire career… your ambition was clipped by budget,” said Jon Williams, co-founder and CEO of The Liberty Guild, a creative agency. “Now, money is not a limit to your creative oeuvre.”
• Craig Miller, chief creative officer at Schafer Condon Carter, experienced a breakthrough moment when director Martin Romanella used Midjourney (an AI image generator) to create a bearded dragon character on set in Chile, seamlessly integrating it into the final commercial.

Key industry shifts: Creative directors are repositioning AI as a tool for enhancing rather than replacing human creativity.

• “I’d rather have an art director spending time concepting and thinking as opposed to pushing pixels around,” Miller explained.
• Agencies now routinely offer indemnification to clients concerned about legal risks, making AI adoption smoother.

What they’re saying: Industry leaders acknowledge that AI literacy has become essential for career survival.

• “If you don’t take that mindset, you’re gonna be left behind, no matter what level you’re at,” said Dustin Tomes, chief creative officer at TBWA\Chiat\Day, a major advertising agency.
• “We won’t ever use AI if it’s making something that’s cheaper, but not as good as what you could have done [without AI],” noted Dave Masterman, executive creative director at VCCP, a London-based agency.

Looking ahead: The boundaries around AI usage continue to expand as cost savings become apparent and legal concerns diminish.

• Some categories like food and quick-service restaurants may remain cautious, with McCann Birmingham’s Adam Bodfish noting, “I don’t think many people want to see AI food.”
• “Now, everyone is using it, some more openly than others,” Pierre observed. “The red line keeps moving.”