In recent years, major brands have increasingly embraced AI-generated advertising and creative content despite widespread criticism of what critics call “AI slop” — superficial, glitchy, or low-quality visuals and messages that look obviously machine-made. Some high-profile campaigns from companies like Coca-Cola and McDonald’s have been mocked for uncanny, inconsistent imagery or tone-deaf output, but brands continue pushing such content because speed and cost efficiency often outweigh immediate quality concerns. Fast production and the ability to quickly iterate on creative ideas appeal to marketing teams operating under tight budgets and aggressive timelines.
Another reason brands tolerate AI slop is that the attention economy rewards quick output, even if it’s imperfect. AI tools allow marketers to produce huge volumes of content — from videos to banners to social media ads — at a fraction of the traditional cost. For some, any visibility is seen as better than none, and generating buzz (even negative buzz) can still raise brand awareness. This has led to a focus on viral potential and quantity over polished artistry, especially on fast-moving platforms where consumers scroll quickly and often don’t stop to scrutinise every detail.
For many brands, there’s also a data-driven justification: AI content generates metrics and engagement signals that can inform future campaigns. Even if the creative quality is low, the interaction data helps marketers refine targeting and messaging. In this view, “slop” isn’t just noise — it’s cheap experimentation. Some advertisers are willing to accept temporary brand dilution in exchange for rapid iteration and learning, particularly when algorithms prioritise engagement and clicks over traditional standards of craftsmanship.
However, the trend isn’t without pushback. Critics — including designers, creative directors, and industry analysts — argue that embracing low-quality AI output erodes brand trust and emotional connection, since audiences increasingly crave authenticity, nuance, and human storytelling. There are signs of a rebalance, with some brands differentiating themselves by emphasising human creativity and real storytelling as a counterweight to generic AI content. In the long run, quality and strategic use of AI — not unchecked slop — may determine which brands build lasting audience loyalty.
