{
  "id": 4704256,
  "title": "Why some AI ads fail while others succeed",
  "url": "https://urgent.news/2026/08/31/why-some-ai-ads-fail-while-others-succeed",
  "topic": "ai",
  "section": "AI",
  "published": "2026-08-31T19:20:01.000Z",
  "source": {
    "name": "Phys.org",
    "slug": "phys-org",
    "url": "https://phys.org/news/2026-08-ai-ads-succeed.html"
  },
  "original_language": "en",
  "account": "The use of artificial intelligence in advertising can lead to mixed reactions from consumers, according to a study published in the Journal of Interactive Advertising. Researchers Chang-Won Choi and Robert Magee from the University of Mississippi found that some AI-generated ads are well-received, while others face mockery and backlash.\n\nThe key difference lies in whether AI is essential to the campaign's creative purpose. When AI is used to facilitate a unique, personalized experience that would otherwise be impossible, such as Coca-Cola's 2023 Create Real Magic platform, consumers can easily understand and embrace the technology. However, when AI is employed unnecessarily, like in creating animation that could be made by human designers, it may leave consumers feeling uneasy or upset.\n\nThis phenomenon can be attributed to the \"uncanny valley effect,\" where a human-like machine triggers feelings of unease because humans have a natural inclination to make snap judgments about beings, both human and object. Using AI to evoke emotions, such as depicting a hurt or hungry child, may also lead to consumers feeling tricked, as marketers need to remind people that the organization is made up of people, not just a brand.\n\nThe researchers recommend that marketers should start with the campaign idea and ask if AI is necessary before incorporating it into the project. When AI is an integral part of the creative concept, it is seen as a positive aspect of the campaign, rather than a shortcut or an artificial element. As the technology becomes more widespread, consumer acceptance may change, but for now, it is advisable for marketers to be cautious when using AI in their advertising campaigns.",
  "summary": "Artificial intelligence can create realistic depictions of just about anything, but that does not mean advertisers should lean on the technology, according to a study led by University of Mississippi professors.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}