AI fatigue is real, and it’s costing brands more than engagement

A few weeks ago, I posted a cute little AI song to a hobby group I’m in. It was funny and had a lot of insider terms and jokes. I thought it would make these folks smile. It didn’t. 

• “Is this more BS AI?” 
• “Crap.” 
• “Garbage.”
• “Saccharine.” 

The flood of hateful comments and downvotes led me to delete the post and leave the group. The comments weren’t personal; they were aimed squarely at using AI. The anger was so intense that dozens of people condemned the song and told me never to use AI again. That’s when I realized the backlash against AI had truly arrived.

The mood is shifting: AI meets public resistance

You might dismiss this as just one incident, but it’s part of a broader pattern. Recent news stories show how the use of AI is starting to hurt marketing efforts and damage the reputations of well-known companies.

Industrial Light and Magic, a powerhouse in visual storytelling and special effects, was criticized for hosting a recent talk on AI. One reviewer remarked, “Industrial Light and Magic has officially become creatively bankrupt, turning to AI instead of human artistry.” This sentiment is not just a niche reaction from fans; it represents a growing cultural shift against AI.

In gaming, Square Enix’s 2024 release, “Foamstars,” faced heavy criticism for incorporating AI-generated cover art, leading to negative reviews and disappointing sales. Players described the art as lifeless and soulless. Reviews called out the company for phoning it in with AI rather than investing in real artists. 

That also happened when Activision used AI-generated promotional materials for titles like “Guitar Hero Mobile” and “Call of Duty: Zombie Defender.” People called it AI slop, angry that these franchises would rely on synthetic creativity instead of the human touch that fans expect.

Dig deeper: 6 brands taking a stand against AI content

What’s at the heart of this?

These reactions are not just about low-quality output. They tap into the belief that AI-generated content lacks authenticity and emotional resonance. This belief is especially pronounced among the people who have grown up in a digital-first world. 

Up to 45% of Gen Z and 44% of Boomers oppose the use of AI in advertising, CivicScience found. That signals a rare generational consensus — a fear of new technology and a craving for authenticity.

This growing resentment fits perfectly with the Gartner Hype Cycle, which suggests AI is entering the trough of disillusionment. In this phase, inflated expectations give way to skepticism and disappointment. 

This phase is especially critical for marketers and creative professionals. Overhyping AI can backfire, alienating audiences already wary of automated content. AI isn’t going away, but marketers need to tread carefully.

Balancing AI innovation with human authenticity

How should this be handled? We are not going backward. We won’t stop using AI, but we must be sensitive to this backlash. It’s not enough to bolt on AI as a novelty to cut costs or speed up time to market. We must ensure that AI use respects the value of human creativity. 

If you will use AI in your marketing or product development, be transparent about it. Do not hide behind the technology. Audiences are sophisticated; they know when something feels inauthentic. More importantly, they will react, sometimes with anger, by walking away altogether.

Even the best tech can fail without public trust

This isn’t the first time a new technology has faced backlash. History is full of innovations rejected because they were forced onto people without understanding or respect. 

A recent example is Google Glass. Despite its technical sophistication, it was ridiculed and banned in some public spaces. People saw it as intrusive and unnecessary, and it never recovered from that. It didn’t fail because of technical flaws. It failed because the public wasn’t ready to embrace it.

AI could face a similar trajectory, particularly in marketing and creative spaces. While it’s unlikely that progress will stop altogether, given AI’s value in areas like data analysis, personalization and workflow automation, the creative applications are different. 

If audiences don’t trust AI-generated music, art or writing, they won’t engage with it, no matter how advanced the technology becomes. That could lead to creators and brands hiding their use of AI, risking exposure later, like an artist caught lip-syncing at a live concert.

Dig deeper: AI promises a shortcut, but creative teams are taking the scenic route

What should marketers take away from this moment? 

AI fatigue is real

Ironically, younger generations, the ones most immersed in digital culture, are some of the loudest critics of AI in creative fields. They want content that feels human, not manufactured. 

Bad AI use can backfire

If your AI-generated content feels hollow or derivative, you risk more than just low engagement; you risk reputational damage. 

Find the balance between innovation and authenticity

AI can be a powerful tool, but it should not overshadow the human elements audiences crave.

When AI meets human creativity, authenticity wins

The current backlash against AI is not a death knell for the technology. It is a reminder of what makes creativity resonate in the first place. 

Authenticity, emotional connection and the unique voice of the human creator are things that AI, no matter how advanced, cannot replicate. By using AI thoughtfully and transparently, we can rebuild trust and harness the benefits of innovation without losing what makes us human.