Jeanswest has found itself at the center of attention much sooner than anticipated, sparking a lively debate on the use of artificial intelligence in marketing.

Critics were quick to express their disapproval, especially after an AI-generated video was posted on the brand’s Instagram page. One comment harshly suggested that those who approved the clip should face termination. Meanwhile, on TikTok, an Australian user derisively labeled the brand’s online content as “AI slop.”

Consumer psychologist and creative strategist Adam Ferrier, also a founder of Thinkerbell, has previously remarked on this trend. Speaking to 9news.com.au, Ferrier noted that many brands are currently experimenting with AI in awkward ways that invite mockery. However, he believes that as companies refine their use of AI, it has the potential to become a formidable tool in the marketing arsenal.

Dr. Christina Anthony, a lecturer at the University of Sydney Business School and a consumer psychologist, echoed this sentiment. She predicts that as AI-driven ad campaigns become more commonplace, consumer reactions will likely soften, and acceptance will grow.

But AI can be a powerful marketing tool when used well and Ferrier said it will become more common in advertising as brands become better at using it.

University of Sydney Business School lecturer and consumer psychologist Dr Christina Anthony said it’s likely that consumers will not react as strongly to AI ad campaigns as they become more normalised.

“And most brands won’t abandon generative AI as the efficiencies are too valuable,” she previously told 9news.com.au.

Instead, they’ll work towards making AI content that feels more authentic and human-centred – so much so that it may become undetectable.

Though consumers seem to have spotted Jeanswest’s clunky AI content without any issue, future generative AI ad campaigns made with rapidly improving technology will likely be harder to identify.