AI Marketing Mishaps of 2025: From Meta's Grandma to Coke's Truck Transformation

This year, AI became central to the advertising strategies of leading global brands, sparking both creativity and controversy. AI's increasing prominence in advertising led to various contentious moments, sparking debates among marketers and consumers alike.

A significant portion of consumers remains skeptical about AI in ads. A survey conducted by Tracksuit involving over 6,000 US respondents highlighted this sentiment, with 39% responding negatively and 36% maintaining neutrality, while only a small faction, 18%, viewed AI-created content favorably. Matt Barash from Nova warned brands against fully automating creative endeavors, suggesting that AI often mimics rather than innovates emotional storytelling.

McDonald's AI Holiday Blunder

In the Netherlands, McDonald's released an AI-produced holiday commercial intended as a humorous reflection on Christmas chaos. The ad, however, featuring images of holiday mishaps, didn't resonate well and quickly faced backlash for its unsettling tone. Reaction from social media was swift and negative, leading McDonald's to first disable YouTube comments before ultimately removing the video. The company later clarified its intent to capture holiday stress but acknowledged the overriding sentiment of joy that many associate with the season.

Coca-Cola's Confusing Commercials

Coca-Cola's holiday efforts again drew attention as its series of AI-generated ads faced critique for lacking coherence. Critics noted inconsistent details, like the varying number of truck wheels, which caught the eye of the creative sector. Despite these observations, PJ Pereira, associated with the ad's production, stood by Coca-Cola, emphasizing the brand's innovative pursuit utilizing AI. Consumer tests reportedly awarded high marks for its potential impact.

Meta's Advertising Mix-up

True Classic, a clothing brand, experienced an unusual change in its advertising through Meta's platform, when its preferred ad was replaced with an AI-generated image of an elderly woman in a playful pose. This unexpected substitution shed light on Meta's automated AI tool settings, leading to unwanted ad creations on client budgets, though the platform ensures the possibility of pre-review.

Fashion Faces AI Transformation

The impact of AI on fashion was strikingly illustrated by H&M's initiative to create virtual replicas of models for its campaigns. Designed to cut traditional photography, the plan sparked discussions about ethical and employment concerns within the industry. Model rights and the replacement of creative roles were central issues raised by figures like Sara Ziff of the Model Alliance. H&M acknowledged the controversy but reiterated its commitment to responsible AI exploration.

Vogue also ventured into AI-generated content, commissioning models through an external AI agency for Guess ads. Critics decried this move, citing concerns over unattainable beauty ideals and potential job losses in creative sectors. The agency behind the models defended their use as a complementary supplement to existing industry standards.

Emerging Trends

The use of AI in advertising continues to evolve, with potential implications for marketing strategies and the perception of brands in broader consumer culture. Ongoing developments suggest a complex relationship between technological innovation and societal acceptance, as both companies and consumers navigate this new landscape.