内容来源：https://www.theverge.com/report/866775/ai-generated-ads-slop-human-creativity

内容总结：

AI广告浪潮席卷2026：创意盛宴还是“降本”灾难？

曾几何时，电视广告是许多人童年时光里充满艺术感、幽默与情感的“短视频”。然而，随着生成式人工智能技术的爆发式应用，广告行业正经历一场深刻变革。2026年，AI生成的广告与营销内容预计将无处不在，一场关于创意、成本与真实性的行业激辩已然拉开帷幕。

效率驱动，品牌加速拥抱AI
市场研究显示，2025年已有超过半数受访品牌在创意营销中使用了AI技术。据互动广告局预测，到2026年，将有约40%的广告由AI工具参与制作。驱动这一趋势的核心因素是显著的降本增效。例如，某预测市场平台在2025年NBA总决赛黄金时段播出的一则AI广告，仅由一人耗时两天、花费2000美元制作完成，与传统广告动辄数百万美元的预算形成鲜明对比。

“诡异感”与信任危机
然而，AI广告的大规模应用也带来了新的问题。许多广告因人物形象过于“完美”、动作僵硬或出现不合理视觉变化而散发出“诡异谷”效应，引发观众不适。尽管研究指出，目前普通观众仅能识别约半数AI生成内容，但一旦“非人感”被察觉，往往引发负面情绪。社交媒体上已出现专门嘲讽劣质AI广告的社群，用户批评其缺乏创意、损害品牌价值，并对AI的伦理与环境影响表示担忧。

创意分野：效率至上 vs. 人性温度
面对AI的渗透，行业出现两种截然不同的走向。一方面，谷歌、微软、Meta等科技巨头及众多品牌正大力推动AI广告自动化与规模化应用。可口可乐等企业已尝试AI制作的节日广告，并称其销售转化效果显著。
另一方面，一股“反AI”风潮也在兴起。部分品牌开始强调“人类创作”的价值，如服装品牌Aerie公开承诺不使用AI，宝丽来则在广告中调侃“AI无法生成你脚趾间的沙子”。创意机构预测，2026年可能出现追求手绘质感、胶片拍摄、保留“不完美”痕迹的怀旧风格，以对抗AI内容同质化。

行业反思：工具不能取代创意灵魂
尽管AI能极大提升产能，但广告业的核心——打动人心的创意——依然依赖人类的独特视角与情感联结。历史上许多经典广告，如耐克“Just Do It”或百威“Wassup”广告，其成功皆源于对人类文化、幽默与共鸣的深刻洞察。有业界领袖强调，AI是强大的工具，而非创意的替代者。如何在效率与创意、科技与人性之间找到平衡，将是品牌与广告从业者在AI时代面临的关键课题。

未来，广告业或许将分化为两大阵营：一边是高效量产、高度个性化的AI内容洪流；另一边则是以人性温度与独特创意为核心竞争力的“手工”广告。对于观众而言，辨别眼前的光影是出自代码还是人心，或许会变得越来越困难，但对真诚、创意与共鸣的渴望，将始终是评判一则广告好坏的终极标准。

中文翻译：

我毫不羞愧地承认：我真的很爱广告。艺术感的、搞笑的、怪诞的、走心的——在我们还没发明"短视频"这个词的年代，电视广告就是我童年的抖音。但就像生活中大多数创意事物一样，人工智能正在吸走其中的乐趣，而且今年只会变本加厉。

迎接AI广告启示录

2026年将成为AI生成广告与营销内容全面爆发的元年。这些融合了微型电影、海报、插画与摄影的传播形式，本质上都在做同一件事：将推销的产品以最快速度烙进你的脑海。这需要充沛的创造力，有时还需巨额制作预算。尽管创意从业者乐于欣赏精良的成果，但品牌对降本增效的追逐，也使广告业成为生成式AI最理想的试验场。去年图像与视频生成模型取得质的飞跃，正推动更多广告主将其投入实战。

《营销周刊》调研显示，2025年受访的千名品牌营销人员中，超半数已在创意活动中应用各类AI工具。美国互动广告局（IAB）另一项研究指出，90%的广告主在2025年已使用或计划使用生成式AI制作视频广告，预计到2026年这类工具将渗透至40%的广告内容。

这正是电视、杂志与社交媒体中AI广告日益泛滥的原因。部分品牌会明示AI参与，如可口可乐粗糙的假日广告；更多则秘而不宣，让观众对任何稍显"不对劲"的内容心生疑虑。有时是人物透出诡异谷效应——像麦当劳和DoorDash的广告里，人物精致得不自然，动作僵硬如提线木偶；有时是违背常理的CGI特效，比如Original Source沐浴露广告中男子不断变形的脸庞，仿佛执意要将他扭曲成Memoji表情。

尽管商业广告中的AI痕迹对部分人显而易见，但大众尚不擅长精准识别。计算机协会（ACM）研究发现，人类对AI生成图像、视频、音频的准确识别率仅50%，这已属较高水平。即便可口可乐在2024年假日广告中明确标注AI生成，其合作市场调研公司凯度仍发现，多数测试观众未能察觉异样。

"绝大多数人根本没注意到这是AI广告（我们询问过）"
"最关键的目标受众——可口可乐的消费群体——依然享受这则广告，观看时感到愉悦，并因此更喜爱品牌。"凯度董事总经理多米尼克·博伊德向《Campaign》透露，"事实上测试显示，绝大多数人未发现广告系AI生成（我们特意询问），而该广告的短期销售转化表现是今年最出色的案例之一。"

不过受众对AI广告的态度呈现两极分化。凯度2025年11月的研究表明，消费者会因"分散注意力或不自然的视觉效果"等明显AI特征产生抵触，但对不着痕迹的AI应用则接受良好。同一研究还发现，相比传统广告，AI生成内容会引发更强烈的情绪反应——可惜通常是负面情绪。

在各大论坛和社交媒体评论区，针对明显AI广告的批评声浪不绝于耳。Reddit甚至出现了专门嘲讽AI广告的社群r/AiSlopAds。这种抵触情绪源于多重因素：对生成式AI伦理与环境的担忧，认为降本增效会稀释品牌价值，或单纯觉得观感不佳。

商业利益显然是品牌甘冒风险押注AI的主因。预测市场平台Kalshi的AI广告虽遭网友嘲讽，但那个在2025年NBA总决赛黄金时段播出的诡异广告，制作成本仅2000美元——单人用谷歌Veo 3模型两天即完成。这种效率诱惑不言而喻，况且强烈的负面情绪本身也意味着广告令人过目不忘。

经典广告能成为企业永恒的文化遗产。耐克"Just Do It"（1988）口号诞生于威登肯尼迪广告公司为其打造的首个大型电视企划，那些普通人锻炼的亲切画面至今令人难忘。英国观众或许还记得1999年健力士"冲浪者"广告（由乔纳森·格雷泽执导），这部在夏威夷拍摄九日、融合实景冲浪与CGI骏马的杰作，至今仍是广告史上的艺术丰碑。

传统广告制作预算通常秘而不宣，但往往所费不赀。Old Spice经典广告"闻起来像你男人该有的味道"媒体投放费约1000万美元，而这在2010年还属相对保守的预算。雷德利·斯科特为苹果麦金塔电脑执导的传奇广告"1984"，当时制作成本高达90万美元，相当于2026年的280万美元。

这些经典广告并非因粗制滥造而被铭记。可口可乐称其AI假日广告很成功，但这不过是在复刻早已通过人类创意积淀数十载情怀的红色卡车 campaign。

虽然目前完全依靠生成式AI打造成功 campaign 仍存挑战，但随着工具迭代，难度将持续降低。在雀巢、亿滋等巨头率先试水后，科技与传媒界已全面押注：谷歌与微软正用自研模型制作广告，亚马逊为卖家提供工具批量生成AI广告，Meta预计今年在社交平台推出全自动AI广告系统，英伟达则在开发能生成无限个性化视频广告的工具。

"我从不担心AI会取代人类"
即便经典广告的幕后推手们也纷纷入局。ABM BBDO已推出自有AI平台，威登肯尼迪公开将AI纳入生产流程。"AI是强大工具，但终究只是工具。"该公司CEO尼尔·亚瑟接受领英新闻采访时表示，"它帮助我们提升效率规模，但我从不担心AI会取代人类。"

今年生成式AI在广告业的渗透将如此深入，以至于行业已初现抵制浪潮的苗头——旨在吸引那些抗拒合成内容的消费者。

"2026年将是'AI做不到之事'的回归之年。"创意机构American Haiku创始人格洛弗在《广告时代》的创意预测报告中指出，"我们将看到手绘的粗粝质感、肆意拼贴的设计、挑战广告定义的创意实验，以及16毫米胶片、模拟录音、'保留瑕疵'等传统美学的复兴。"

部分品牌已加入这场抵抗运动。内衣品牌Aerie承诺禁用AI的声明成为其去年最热Instagram帖文，宝丽来则在公交站牌嘲讽科技："AI生成不了脚趾间的沙粒。""我们本就是模拟时代的品牌，这让我们天然拥有话语权。"宝丽来创意总监瓦雷拉表示，"那些不完美之处正是人性的证明——我们认为提醒人们这点很重要。"

尽管现有AI工具已能相当逼真地模拟复古媒介风格，使辨识难度加剧，但多数工具仍倾向于产出过度精致的同质化内容。当所有作品都陷入完美主义的回音壁，缺乏人类创意赋予的差异时，那些为追求完美而暴露的缺陷反而更易被察觉——每个不自然的幻象与无法解释的视觉错误，都暗示着项目缺失人类创意人员的把关。广告主对创意的重视度正持续下滑，IAB最新研究显示，成本效率、时间节约与可扩展性已成为更优先的考量。

在此恳请品牌与营销机构铭记：优秀的广告未必昂贵，也无需手工艰难打造。史上最经典的广告之一，不过是拍一群哥们边喝百威啤酒边吼"WASSUUUUUP"。这种妙趣横生的怪异，唯有鲜活的人类才能创造。

英文来源：

I’ll confess, with no shame whatsoever, that I really love ads. Artsy ones, funny ones, weird ones, emotional ones — TV commercials were my childhood TikTok before any of us were using terms like “short-form video.” But like most creative things in my life, AI is sucking the joy out of it. And it’s only going to suck harder this year.
Get ready for the AI ad-pocalypse
2026 will be the year that we really start to see AI-generated commercials and marketing content everywhere.
2026 will be the year that we really start to see AI-generated commercials and marketing content everywhere.
Ads are mini-movies, posters, illustrations, and photoshoots with an underlying purpose: to burn whatever product they’re flogging into your brain as quickly as possible. It requires a great deal of creativity, and in some cases, a substantial production budget. And while the creative in me loves to see the fruits of that labor, it also makes ads the ideal testing ground for generative AI technology, as brands race to make content creation faster and cheaper. Many image and video generator models saw huge visual improvements last year, prompting more advertisers to adopt them in campaigns.
According to a Marketing Week study, more than half of 1,000 polled brand marketers used some variant of AI in their creative campaigns in 2025. Another study by the Interactive Advertising Bureau (IAB) found that 90 percent of advertisers were using, or planning to use, generative AI for video ads in 2025, and projected that such tools would be used in 40 percent of all ads by 2026.
That’s why we’re increasingly seeing AI ads on TV, in magazines, and across social media. Some are upfront about using generative AI, such as Coca-Cola’s sloppy holiday ads, but many aren’t — leaving us to be suspicious of everything we see that appears slightly “off.” Sometimes, that can be humans who give off uncanny valley vibes, like the ads we’ve seen from McDonalds and DoorDash where the people look too polished and move in unnatural ways. Or perhaps CGI and visual effects that morph inconsistently in ways that would be weird for a VFX artist to do intentionally, like this ad for Original Source shower gel. Why does that man’s face keep changing? Why does it keep trying to turn him into a Memoji?
But while generation in commercials might seem obvious to some, clocking AI in the wild isn’t something most humans are good at yet. The Association for Computing Machinery (ACM) found that humans could only accurately identify AI-generated images, video, and audio 50 percent of the time, and that’s one of the higher success rates we’ve seen. Kantar, the market research company that helped to develop Coca-Cola’s AI holiday campaign in 2024, also found that most of its ad testers couldn’t tell it was AI-generated, despite the tell-tale visuals and clear on-screen AI disclosure.
“The vast majority of people didn’t notice the ad was AI-generated (we asked)”
“The people that matter most – Coca-Cola’s target audience – still enjoy it, feel good when they see it, and love the brand for it,” Kantar managing director Dom Boyd told Campaign. “Lots. In fact, Kantar’s [ad testing] shows that the vast majority of people didn’t notice the ad was AI-generated (we asked), and the execution is one of the highest-performing this year for short-term sales potential.”
Audience reactions to AI ads have been mixed, however. In a November 2025 Kantar study, consumers were discouraged by ads that featured obvious AI signals like “distracting or unnatural visuals,” but responded well to ads that used AI well enough to go largely undetected. The same study also found that people have stronger emotional reactions to AI-generated ads compared to those made without it — but the reactions in question were typically negative.
We see much of that negativity around obvious AI advertisements across forums and in the comments on social media platforms. There’s even an r/AiSlopAds subreddit community dedicated to publicly shaming examples of AI ads. There are several commonly mentioned reasons for this sentiment, including ethical and environmental concerns around generative AI, seeing its supposed cost-cutting and efficiency benefits as something that cheapens branding, and just thinking it looks unappealing.
Money (duh) is the obvious reason why more brands are increasingly ready to risk that negativity to explore generative AI. Sure, AI ads for prediction market platform Kalshi are scorned by Reddit users, but a particularly bonkers and confusing example that aired during a primetime 2025 NBA finals slot only cost $2,000 to make. It was created in just two days by one person using Google’s Veo 3 AI model. It’s not hard to see the appeal of that efficiency, and passionate hatred of an ad does indicate people found it memorable, even if it’s for the wrong reasons.
A memorable ad can become a company’s legacy. The famous “Just Do It” (1988) Nike slogan was created for the fitness company’s first major television campaign by Wieden and Kennedy, with relatable commercials that featured everyday people doing their workouts. UK readers may also recall the 1999 Guinness “Surfer” commercial (directed by Jonathan Glazer with the ABM BBDO ad agency), an internationally acclaimed masterpiece of advertising that took nine days to film in Hawaii, using pioneering visual effects to merge live-action, heavy-water surfing with CGI horses.
The production budgets for commercials aren’t frequently disclosed, but when made traditionally, they can cost a pretty penny. The media spend for Old Spice’s “The Man Your Man Could Smell Like” is estimated to be $10 million, which was smaller than many major ad campaigns that also aired in 2010. There’s also the iconic “1984” commercial directed by Ridley Scott to introduce the Apple Macintosh computer, which reportedly had a then-unprecedented production budget of $900,000, equivalent to $2.8 million in 2026.
These famous ads aren’t memorable for being crap. Coca-Cola says that its AI holiday commercials are successful, but they just replicated its iconic red truck campaign, something that already had decades of positive nostalgia through genuine human creativity and production efforts.
But while creating a successful campaign entirely through generative AI may be challenging now, it will become easier as tools and models continue to improve. The tech and media world is banking on it now that major brands like Nestlé, Mondelez, and Coca-Cola have already set a precedent. Google and Microsoft have produced ads using their own generative AI models, and Amazon is giving sellers tools to fill its site with AI ads. Meta is expected to roll out fully automated AI ads on its social platforms this year, and Nvidia is building tools that can serve up an infinite variety of custom personalized video ads.
“I don’t spend any time worrying about whether AI is going to take over for us as humans”
Even the marketers behind beloved, iconic ads are on board. ABM BBDO has launched its own AI platform, and Wieden and Kennedy is openly using AI in its production pipelines. “I think AI is an incredibly powerful tool, but it’s still a tool,” Wieden and Kennedy CEO Neal Arthur said in a LinkedIn News interview. “I think it allows us to scale more efficiently, but I don’t spend any time worrying about whether AI is going to take over for us as humans.”
Generative AI usage is expected to be so pervasive in advertising this year that early trends are already anticipating a resistance movement, one that aims to build loyalty with consumers who are seeking to avoid synthetic content.
“2026 will be the year of ‘things AI can’t do,’ or more truthfully, things AI can’t do (very well yet),” Thom Glover, founder of creative agency American Haiku, said in AdAge’s creativity predictions report. “Expect messy, hand-drawn, roughly textured or erratically collaged design, ideas that take pleasure in playing with the boundaries of what an ad is, and the return to the simple pleasures of 16mm film, analog recording, and ‘leaving in the mistakes.’”
Some brands have already joined this resistance. Aerie’s promise not to use AI in its ads was the clothing brand’s most popular Instagram post last year, and Polaroid advertised its Flip instant camera with bus posters that poked fun at the technology, one reading “AI can’t generate sand between your toes.”
“We are such an analog brand that basically gave us the permission: We can own that conversation,” Polaroid’s creative director Patricia Varella told Business Insider. “That layer of imperfection that makes us human and beautifully imperfect — something we think is important to remind people.”
Some generative AI tools can now mimic analog and retro medium styles rather effectively, which will make distinguishing them from human-made content even harder.
Many tools are catered to delivering content that looks too polished, however, creating an echo chamber in which everything starts to look the same without human-creativity to differentiate it. It’s also easier to spot mistakes in images and videos that strive for such perfection. Every unnatural hallucination and unexplained visual error implies that the project didn’t include any human creative professionals to identify or correct them. And advertisers are finding that they care less and less about creativity in their campaigns, with a recent study from IAB showing that cost efficiency, time savings, and scalability are being prioritized going forward.
With that in mind, I’m begging brands and marketing agencies to remember that a good ad doesn’t need to be expensive or challenging to produce by hand. One of the best commercials of all time was achieved by filming a bunch of dude yelling “WASSUUUUUP” at each other while drinking a Budweiser. That’s something that can only be manifested by delightful human weirdness.