The rise of artificial intelligence platforms like OpenAI’s ChatGPT and Sora, DALL-E, and Meta AI is sparking both excitement and debate across industries, especially in marketing. While AI enthusiasts have long praised its potential, its commercial adoption by brands is relatively new, and audiences are still adjusting to its use. At PUBLiSH, we view AI as a powerful tool—when used thoughtfully. And the truth is, we’re just beginning to scratch the surface of its possibilities.
According to the 2024 AI Marketing Benchmark Report by Influencer Marketing Hub, a striking 61.4% of marketers have already incorporated AI into their campaigns. This signals a clear message—AI is not just the future of marketing; it’s the present.
So, what does this mean for marketers and brands? To stay relevant in an ever-evolving digital landscape, adapting to AI’s growing influence isn’t optional—it’s essential.
To inspire your next move, here’s a roundup of standout campaigns featuring AI-generated visuals. Some earned praise, others sparked debate, but all showcase AI’s growing role in marketing.
1. Coca-Cola: Reimagining the Holidays with AI
Coca-Cola reimagined its iconic “Holidays Are Coming” ad campaign for a new era. The brand used AI to accelerate production, eliminating the need for expensive on-location filming. AI created immersive, heartwarming visuals, from polar bears in snowy forests to Santa Claus himself, celebrating Coca-Cola’s heritage while exploring new possibilities with technology.
2. Heinz: Even AI Knows “Ketchup”
In their groundbreaking Draw Ketchup campaign, Heinz demonstrated the power of brand recognition. The company asked AI to generate images based on prompts like “ketchup dog” or “ketchup balloon.” Every result? A design resembling Heinz bottles. The campaign cleverly reinforced their dominance in the ketchup category, proving that even AI associates “ketchup” with Heinz.
3. Nike: The Ultimate AI Matchup
To celebrate its 50th anniversary, Nike used AI to create a jaw-dropping match: Serena Williams in 1999 vs. Serena in 2017. The campaign’s centerpiece, an award-winning 8-minute video titled “Never Done Evolving,” celebrated Serena’s journey and Nike’s commitment to innovation.
4. Jacquemus: AI Meets The Streets of Paris
Fashion brand Jacquemus wowed audiences with their “Bags on Wheels” campaign in 2023. AI brought their Bambino bags to life, creating surreal yet lifelike scenes of the bags rolling through the streets of Paris. The campaign’s viral success on TikTok, with over 2M views, blurred the lines between reality and AI-generated art.
5. Nutella: One-of-a-Kind Label Art
Nutella pushed the boundaries of AI creativity by generating 7 million unique label designs for their jars. Each special edition jar was different, creating a sense of exclusivity and delight among customers—and driving sales in the process. Every single jar sold!
6. Toys R Us
Toys “R” Us made headlines by releasing the “first-ever brand film” created using SORA, OpenAI’s flagship generative AI model. The film shares the story of the iconic American retailer and its founder, Charles Lazarus, who was inspired to create Toys “R” Us after a vivid dream. However, the ad sparked online backlash, with critics questioning the use of AI for such a project.
The commercial highlighted the imperfections of AI-generated work, showcasing distorted visuals like half-formed bicycles melting into one another, irregular windowpanes, and other surreal details. The campaign also ignited a broader debate about the ethics of using AI when targeting children, and whether AI is an appropriate tool for a brand focused on carefully designed products for kids.
The Toys “R” Us experiment serves as a cautionary tale, emphasizing that while AI can be innovative, it may not always be the right fit for every message or audience.
For marketers and brands, AI has opened important conversations and exciting possibilities for creativity, efficiency, and what’s possible in marketing. What AI-driven campaigns have caught your eye? Share your favourites—we’d love to hear how brands are innovating in this exciting space!
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