AI in ads? Fake it ’til you make it, I say

Hollywood knows this all too well, which is why it churns out blockbuster hits filled with superheroes, space epics and dystopian futures instead of documentaries on, say, municipal waste disposal. People want to forget about the real world for a while and your ads – yes, even your ‘fake’ ads – can help them do just that.

Escapism is the name of the game on social platforms. It’s what keeps users engaged, clicking and sharing. Whether it’s an AI-generated visual masterpiece or an outlandish ‘what if’ scenario, ads that offer a momentary departure from reality are the ones that stop people mid-scroll.

This is exactly why brands should take note of the rise of creative, fictional content in their advertising mix. The value isn’t just in selling a product; it’s about selling a brief fantasy – a bite-sized experience that resonates far beyond the screen.

Escapist hooks

Trump’s latest high-profile use of AI image generation for his social posts garnered much criticism: “lazy… disgusting… inconsiderate.” Ironically, he’s putting out the epitome of ‘fake news.’ But what people forget is that he’s playing directly into his brand.

Yes, the posts are ill-considered and shameless – but so is he, no? That’s his brand. It fits; it works. Sure, there are haters, but there are many more who love these posts. They find them amusing, bemusing and interesting. In fact, of his last 10 posts, the three most liked are the AI image ones. People are intrigued by things that are otherworldly, regardless of their content, message or viewpoint.

Trump’s fake ads aren’t great. But there are AI ads that are. When done right, they do much more than communicate a product or service. Jacquemus has built a brand of these. It doesn’t just sell clothes – it creates a brand world, conveying values, personality and ‘vibe’ (for lack of a better word).

AI ads are a brand’s gateway to a mini-universe, a chance for consumers to step outside their surroundings and into something extraordinary if only for the brief second they hover. And, trust me, that’s enough for the algorithms to take notice these days.

That moment of fantasy hooks them. It grabs their attention in an otherwise cluttered, monotonous and ambiguous space. Consumers themselves have been partaking in this fake escapism for years. The prevalence of filters and AR fantasy worlds shows that they might just have been ahead of brands in this trend.

Testing, testing

I will concede that you can get AI ads wrong. Playing with fiction has its risks and the internet is not a particularly forgiving arena. AI posts accused of lacking originality or stealing jobs from real creatives are rife. One wrong move and it’s not just the post in jeopardy; it’s the brand, the ethos and consumer perception.

But with a few simple hacks, these pitfalls can be easily avoided. The most obvious one is transparency. If your fake ad isn’t obviously fake (ie, it’s not necessarily playing with physics or visuals that are not of this world), then simply say it’s fake. It’s the lack of transparency that gets brands into trouble, not the use of AI.

Herein lies the beauty of fake ads: the expectation is lower. There is room to try, test and fail. They act as a unique playground to push boundaries, experiment with ideas and trial audience reactions to new concepts, products or rebrands. The stakes are lower because people know it’s not ‘real’ in the traditional sense, which gives you, the brand, an opportunity to gauge what resonates before making it a reality.

This is where I see the real value of fake ads. Sure, they might shift a few more products short term if you nail an interesting AI execution. Ultimately, brands should start using AI ads to test concepts, brand stretch and experiential activations. So fake it till you make it. Quite literally.