Artificial intelligence can create remarkably realistic images and experiences, but that does not mean advertisers should use it simply because they can. A study led by University of Mississippi researchers suggests that consumers respond more positively to AI-powered advertising when there is a clear reason for the technology to be part of the campaign.

Some AI-supported campaigns have been warmly received, while others have faced criticism. Coca-Cola’s 2023 Create Real Magic platform, for example, invited consumers to use AI to create artwork featuring the company’s branding. By contrast, its 2025 “Holidays Are Coming” commercial drew online backlash over its use of AI-generated imagery.

In a study published in the Journal of Interactive Advertising, University of Mississippi researchers Chang-Won Choi and Robert Magee examined why reactions can differ so dramatically. Choi said marketers should begin with the campaign concept rather than deciding first that they want to use AI. “Marketers should start with the campaign idea first, and ask ‘Is AI necessary?’” he said.

Create Real Magic illustrates how AI can become an essential part of a campaign rather than simply a production shortcut. The platform allowed consumers to generate thousands of unique pieces of artwork, something that would have been difficult to accomplish on the same scale without AI. In cases like this, Choi said, consumers can readily understand why the technology was used.

Problems can arise when AI appears unnecessary, particularly when it replaces creative work that could have been produced conventionally. Consumers may interpret this as a shortcut or feel uncomfortable with imagery that seems almost, but not quite, human. This reaction is associated with the “uncanny valley” effect, in which highly human-like artificial creations provoke feelings of unease.

The risk may be even greater when advertisers use AI-generated imagery to provoke strong emotions. Artificial depictions of people in distress, for example, can make audiences feel manipulated rather than emotionally connected. Magee said organisations need to emphasise that real people remain behind their brands, particularly when using technology capable of producing content that may feel artificial or contrived.

The researchers describe another important factor as the “AI-ad theme match”. A strong match occurs when AI is integral to the campaign’s purpose, such as creating personalised experiences that would otherwise be difficult or impossible to deliver. “In that case, AI is not just a cheaper production tool; it’s an important part of the creative idea,” Choi said. When the technology serves no obvious purpose, consumers may instead see it as a cost-cutting measure.

Attitudes towards AI advertising may nevertheless evolve as the technology becomes more familiar. Magee compared the shift to changing attitudes towards computer-generated imagery in films. CGI was once conspicuous and sometimes controversial, but audiences have largely grown accustomed to it. AI could follow a similar path. For now, the researchers suggest advertisers should use the technology selectively, ensuring that it strengthens the creative concept rather than simply replacing human creativity.

More information: Chang-Won Choi et al, Overcoming the Uncanny Valley Effect in AI-Generated Emotional Ads: Matching AI to Ad Themes, Journal of Interactive Advertising. DOI: 10.1080/15252019.2026.2701061

Journal information: Journal of Interactive Advertising Provided by University of Mississippi