As the use of generative AI in advertising becomes increasingly prevalent, reactions to AI‑generated content – including recent public critique of campaign work from Australian retailer, Jeanswest —underscores an important truth, AI is a powerful tool, but without strategic grounding, rigorous quality control and human partnership, outcomes can severely damage consumer perceptions.
Some AI-generated campaigns have been widely criticised for poor visual quality, misleading messaging, and a lack of brand consideration, leading to consumer and industry backlash. As first mover experiments without the relevant safeguards to protect brand integrity gain visibility, the risk is not only reputational damage to individual brands, but also a negative halo-effect on the true power of AI-generated creative when thoughtfully curated.
“The real danger isn’t AI itself—it’s deploying AI without understanding its impact on brand integrity,” said Sheona Bello chief client officer of BrandComms.AI. “We’re partnering with brands to fight the war on ‘bad creative faster’, with an approach anchored in brand governance, human in the loop quality gates, and real consumer validation—to accelerate, not compromise, the creative process.”
BrandComms.AI delivers AI‑enabled creative, built around key pillars designed to ensure AI application supports brand building rather than undermine it, including human in the loop governance and quality gates throughout the creative development process—from ideation through to final executional decisions, consumer‑driven validation with real audiences to ensure creative is not only high quality but also optimised to perform, brand safety built in, via unwavering adherence to brand guidelines, category insights and strategic positioning from the outset.
The BrandComms.AI multi-model, agentic AI workflow integrates human-in-the-loop checkpoints at every stage—from ideation to adaptation—to ensure the outputs are not only fast, but effective and safe for public release. The solution is already trusted by global brands across retail, media, insurance, QSR and CPG.
As the industry adopts generative AI at an accelerating pace, consumers are becoming more discerning and sensitive to what feels authentic and credible. Poorly executed AI content, often touted as “AI slop”, can erode trust and brand preference rather than build it. In contrast, when AI is paired with deep insight and human direction, it can enhance creative effectiveness, reduce time to market, and elevate brand stories without compromising authenticity.
“It’s not about replacing human creativity — it’s about expanding it with intelligence and accountability,” concluded Isobell Roberts chief AI officer and co-founder at BrandComms.AI. “Authenticity and quality are not optional in advertising — and AI should amplify strategic intent, not dilute it.”
