Why everyone from your local restaurant to the school fair is using AI

Generative AI tools are producing a surge of visually similar advertisements across social media, according to reports from RNZ. These platforms allow users to create ads with generic layouts and fonts, a trend that marketing experts say may lead to consumer “AI fatigue” and a decrease in brand authenticity.

Why are businesses using generative AI for advertising?

The ease of creation drives adoption. Users can generate advertisements by giving tools like ChatGPT a simple request to “make an ad,” according to RNZ.

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One New Zealand business owner told RNZ she used AI to avoid the technical difficulties of traditional photography. She noted that the tool removed concerns regarding product placement and lighting, allowing her to adapt the output until it met her needs.

Did You Know? ChatGPT processes approximately 2.5 billion requests daily on a global scale, with an estimated 15 million of those requests originating from New Zealand.

How is AI-generated content affecting brand perception?

The prevalence of AI tools is making synthetic content easy to identify. Katherine Jensen, a professional teaching fellow in the University of Auckland’s marketing department, stated it is now “extremely obvious” when generative AI is used in advertising.

Jensen noted that this similarity can create a “repellent effect” for some consumers. She described a growing “AI fatigue” where content feels inauthentic, which may raise questions about how relatable a brand is and whether it can be trusted.

Expert Insight: Samantha Carter suggests that while AI solves the problem of content volume in competitive markets, it creates a strategic paradox. By relying on the “machine-built average,” brands may sacrifice the unique visual markers that historically signal quality and human intent to a consumer.

What is the impact on professional advertising agencies?

Professional agencies see a divide between casual users and brand-building clients. Vaughn Davis, creative director at The Goat Farm, said organizations that typically wouldn’t hire an agency are now using AI for social posts and posters.

Davis argued that while this approach works for small groups, such as a local bowls club, it fails professional brands. He stated that agencies are hired to help clients stand out, rather than delivering the “machine-built average of every other ad that’s ever been made.”

What may happen next for the industry?

The rise of generic AI content could increase the market value of original work. Jensen suggested that the saturation of AI “slop” may actually heighten the need for genuine human creativity.

Brands that continue to produce quality, human-generated content may find their work stands out more prominently as consumers grow tired of synthetic imagery. It is possible that a clear divide will emerge between high-volume, AI-driven content and high-value, human-led creative strategies.

Frequently Asked Questions

What does AI-generated advertising typically look like?
According to RNZ, these ads often feature the same types of fonts, similar layouts, large amounts of text, and generic images.

Why do some business owners prefer AI over traditional ad creation?
A New Zealand business owner told RNZ she chose AI because it eliminated the need to manage lighting and product placement.

What is “AI fatigue” in marketing?
Katherine Jensen of the University of Auckland describes it as a backlash where consumers find AI content inauthentic and repetitive, leading them to ignore or be repelled by the messaging.

Do you think human creativity will become more valuable as AI-generated content becomes the norm?