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Clear out junk files and repair common Windows errorsFree Scan →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →AI-generated ads do not prove that a product is poorly made. But when an ad looks careless, viewers may take that as a clue about how much care the brand gives its products and customers. Lindsay Brillson, Head of Brand and Content at Pika, describes this as a risk to perceived trust—not evidence that AI itself lowers product quality.
Why a weak ad can raise doubts about the product
People often use the advertising they see to form an impression of the company behind it. Brillson’s concern is that a visibly unconsidered ad may lead viewers to generalize: if the brand seemed to cut corners on its first impression, might it cut corners elsewhere? That inference can be especially consequential for a newer brand, which may have less established reputation to counter it.
This is an explanation of how an ad might shape perception, not proof that consumers who see AI-generated advertising believe the product is inferior. Brillson also cautions against claiming that a particular campaign affected a company’s business without access to its results: “No one outside of Coca-Cola knows what those ads actually did to the business, so I won’t pretend that I do.” She made that point in a Tom’s Guide interview published October 1, 2026.
What makes an AI ad look careless?
Some problems are obvious generation errors: faces or hands that morph, lip-sync that does not match, or text that nearly forms a real word. But Brillson says the more telling signs may be broader creative choices. An ad can look cheap even when its images are technically clean.
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- Generic choices: Casting, art direction, or locations that feel interchangeable rather than chosen for this brand.
- Inconsistent details: Lighting or wardrobe that shifts without a clear reason, or a product that changes from frame to frame.
- Unmotivated movement: Camera moves that add motion but do not support the story or direct attention meaningfully.
- A forgettable idea: Work that has no distinctive point of view, brand character, or emotional or narrative purpose.
In Brillson’s view, those signs can reflect a lack of direction and craft by the people guiding the technology, rather than a flaw inherent to AI. She argues that spotting visible artifacts will matter less as generation improves: “The artifact hunting phase has a limited shelf life.” The harder test will be whether the idea is distinctive and whether the execution makes it stronger.
What consumer and ad-performance findings do—and do not—show
Survey results suggest that advertisers may misread how audiences feel about AI ads. The Interactive Advertising Bureau’s 2026 report, surfaced in October 2026, found that 82% of ad executives believed Gen Z and Millennial consumers felt very or somewhat positive about AI-generated ads; 45% of those consumers themselves reported a positive view. The figures compare executives’ beliefs with responses from those consumer groups. They are not a measure of ad quality or of all consumers.
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Disclosure also does not automatically imply purchase resistance. In the same IAB report, 73% of Gen Z and Millennial consumers said knowing an ad was created with AI would increase or make no difference to their likelihood of purchasing the product or service. That wording does not mean disclosure increases purchases for 73% of all consumers.
Performance findings depend on the ads tested and the benchmark used. Ipsos describes a 2026 test of 20 ads—half human-created and half AI-generated—with 3,000 U.S. consumers. A separate 2026 Ipsos research release says human-made ads exceeded its sales-validated benchmark by an average of 11 points, while AI-made ads fell five points below it. The release reports that AI performed better on straightforward product-driven briefs than on storytelling, emotional work, or briefs requiring a distinctive point of view. These are findings about particular research and measures, not a rule that every AI ad underperforms.
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How to judge an AI ad on its execution
Rather than treating “AI-made” as a verdict, compare the work itself. Brillson’s interview advice is a practical set of questions, not a formally validated standard:
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- Assign creative ownership. Identify who is responsible for the idea and its final execution; using a tool does not replace creative direction.
- Test the premise. Ask whether the idea would exist without AI, and whether AI makes it more effective rather than merely cheaper or faster.
- Show it without an explanation. Ask people to respond to the work before telling them how it was made. This helps reveal what the ad communicates on its own.
- Check brand specificity. Look at casting, setting, art direction, lighting, wardrobe, and camera movement. Do the choices feel intentional and recognizably right for this brand?
- Review product consistency across frames. Check that the product’s appearance and key details remain coherent throughout the ad.
- Identify the most ridicule-prone frame. Inspect the moment most likely to invite mockery or distract viewers from the intended message, then decide whether it should be revised or removed.
- Match the creative to the task. A clear product demonstration and an emotionally driven story demand different things. The Ipsos release’s findings suggest that straightforward product briefs may be a better fit for AI than storytelling or distinctive-point-of-view work, but the result needs to be judged for the specific campaign.
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