Audiences want authenticity—AI works best as a supporting act
This article originally appeared on Ad Age, October 13th, 2026
Original prediction:
Brands will experience an emotional backlash against AI use in creative, particularly when replacing actors or human elements.
This prediction has largely come true, although experimentation with generative AI has continued despite the backlash—and many high-profile creative leaders in the industry are calling on rank-and-file creatives to keep exploring the technology or risk being left behind.
Angus Kneale, chief creative at Preymaker, said large language models like Anthropic’s Claude, Google’s Gemini and OpenAI’s ChatGPT are valuable tools, especially when used as an assistant, to expand productivity and allow creative people to get more done. But the tsunami of AI slop is relentless and getting worse by the day, he said. “Brands now are experiencing a backlash from the public, and it is eroding sometimes decades’ worth of hard-fought brand value,” Kneale said. “I think this is just the start of the tidal wave of AI garbage, and I predict that it is going to worsen, unfortunately. On every social media platform we are being bombarded by low-quality AI content that has been lazily put together with little care or consideration. There is going to be a correction, but it is going to take time—the pendulum has momentum and will take a while to swing back.”
Even established filmmakers are taking heat for AI productions. Kneale pointed to Neill Blomkamp’s “Nightborne,” an AI test film. “He definitely stuck his neck out, and the reception has not been kind,” said Kneale. “Audiences want authenticity. They want human connections. People want to feel something. AI has no craft, no taste. It does not ‘feel.’ I think this is a good example of way too much AI, not enough human emotion and craft.” Kneale said there is a huge gap between big tech proselytizing for AI technology and the revulsion felt by many consumers. “The reality is probably somewhere in the middle,” said Kneale. “That’s where I feel AI image and video generation has its place—as a supporting act, not the main course. It is a powerful VFX tool that, when used with restraint and moderation, can elevate a story. It is most successful when it is being combined with live action or traditional VFX techniques.”
