Advertising agencies worldwide are grappling with how artificial intelligence can and should affect the creative process. Sure, the new technology has shown its potential to produce images, videos and copy in a fraction of the time it would take human teams to do so. But can it replicate human creativity? Emotional connections?

Toys “R” Us and Coca-Cola recently attempted to be pioneers in AI technology by creating commercials with the tool. And both brands received backlash from consumers and industry experts alike for their efforts. Work that they certainly perceived as groundbreaking was met with criticism of being cold, inauthentic and of questionable quality. Hardly the perceptions you’d want associated with your brand.

In June, Toys “R” Us unveiled a commercial featuring an AI-generated version of its mascot, Geoffrey the Giraffe, leading a magical toy-filled adventure. The campaign’s use of AI was intended to evoke nostalgia, presenting a digitally enhanced world filled with wonder and whimsy. But instead of receiving praise for innovation, the ad was met with criticism for its lack of emotional depth and authenticity. Critics pointed out that while the visual effects were impressive, the ad felt hollow and disconnected from the brand’s legacy of being a family-oriented store. AI’s inability to capture the emotional warmth and personal touch that defines Toys “R” Us left many viewers feeling cold. “It all just felt really creepy,” surmised an influencer on Instagram.

In November, it was Coca-Cola’s turn. The company used AI to create its annual Christmas commercial. The ad, an AI-generated reimagination of its 1995 “Holidays Are Coming” campaign, was meant to convey a sense of joy and togetherness. Consumers expressed disappointment that Coca-Cola — known for its timeless holiday ads — had turned to AI to create content that was, for many, “too perfect” and artificial. Critics argued that the ad lacked the charm and warmth of Coca-Cola’s previous holiday campaigns, which were often lauded for their human touch and heartwarming storytelling. “Coca-Cola took real people and the cheer out of the holidays,” wrote one industry outlet.

These high-profile missteps highlight the challenges brands face when integrating AI into consumer-facing campaigns. When substance is sacrificed for flash and dazzle, the work suffers. It lacks the heart and emotion that comes only from human storytellers — not fancy algorithms and the click of a mouse. The lesson learned from the Toys “R” Us and Coca-Cola attempts is clear: while AI can augment creativity, it can’t yet replace the human touch that makes advertising truly impactful. And it may never will.