Major brands are increasingly positioning themselves against artificial intelligence, capitalizing on growing consumer skepticism about AI-generated content. Companies like Aerie, Heineken, and Polaroid are actively promoting their rejection of AI in their marketing and creative processes. Aerie has launched campaigns emphasizing ’no AI, no retouching’ in their advertising, while Polaroid introduced a ‘real photos only’ campaign highlighting the authenticity of traditional photography versus AI-generated images. Heineken created an attention-grabbing campaign featuring a fake AI-generated CEO to ultimately emphasize their commitment to human-crafted beer. This trend reflects a broader market response to consumer concerns about AI’s role in creative processes and authenticity in advertising. Marketing experts suggest this anti-AI positioning could become a significant differentiator for brands, similar to how ‘organic’ and ’natural’ became valuable marketing claims. The movement also indicates a growing divide between companies fully embracing AI technology and those positioning themselves as preservers of human creativity and authenticity. Consumer research shows increasing awareness and skepticism about AI-generated content, with many expressing preference for human-created work. This strategic positioning against AI represents a notable shift in marketing approaches, as brands attempt to build trust and connection with consumers who are becoming more concerned about artificial intelligence’s impact on creativity and authenticity.
Source: https://www.businessinsider.com/brands-reject-ai-aerie-heineken-polaroid-marketing-2025-10