Faster than a Budweiser boycott

mlns='> The AI backlash has arrived. But is it too late for brands to stop this speeding tech train? [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 7.15.24 Connect with CMI Faster than a Budweiser boycott, here comes the AI backlash. Brands and big tech have spent the past two years inserting AI into their content tools, techniques, and campaigns. Yet, consumers aren’t convinced this technology is more helpful than hurtful: [A recent study]( finds that more than half (59%) of Americans think AI will likely increase unemployment, and 71% fear AI-generated content could manipulate elections. Their concerns seem to be contagious. In the last few weeks alone, the pressure for brands to pull back on their AI-generated content efforts has been coming in hot, heavy, and from multiple players. For example, the creator community soundly rejected a [brand film by Toys-R-Us]( (subscription required) created by OpenAI’s Sora, calling it an abomination. Fashion brands [Baggu and Collina Strada]( (subscription required) have suffered the slings and arrows of consumers who find the use of generative AI designs outrageously disingenuous. Even big tech companies aren’t immune to the increased public (and governmental) scrutiny. This week, both [Microsoft and Apple]( (registration required) dropped their bids for seats on OpenAI’s board of directors. If the gen AI tide keeps turning in this direction, will using these tools for content creation still make sense? If not, what should you be investing in instead? A video from Etsy’s upcoming campaign for the 2024 Summer Olympics offers a clue. [Keep Commerce Human]( distinguishes the unique value of the Etsy brand by depicting the passionate human pursuits at work inside it: artisans who lovingly craft the wares they sell in their Etsy shops. [Etsy: Keep Commerce Human]( It’s a clever contrast to [Crush]( — Apple’s much-maligned iPad Pro ad, in which a hydraulic press obliterates treasured cultural artifacts. Etsy’s message is custom-built to resonate with supporters of the anti-AI movement. As its voiceover says, “What does a robot know about love?” If that’s not a pressing reminder of the emotional resonance that fuels audience relationships, I’ll eat my new [sustainable, hand-crocheted sun hat](. While you’re pondering where you sit on this AI argument, here are some ideas and resources to inspire your human creativity this week.  Jodi Harris Director of Editorial & Content Strategy Content Marketing Institute [Share your feedback](mailto:jodi.harris@informa.com?subject=CMI%20content%20feedback&elqTrackId=C78334B47849D341D3EB845595B6607C)  ICYMI: [How To Create Disruptive, Innovative Content That Aligns With Your Brand]( Great content ideas are in the eye of your audience of beholders. Here are some ways cultural resonance can help inspire them to give your brand a closer look.  ICYMI: [Playing Around With Generative AI Won’t Lead to Innovation]( Sure, generative AI can offer marketers miraculous new capabilities. But it can’t solve your biggest challenges unless you fully understand where and how to apply it, as Robert Rose explains here.  Save $300: [Content Marketing World Early Bird Rate Ends August 2]( Looking to invest in creating meaningful connections with your (human) marketing peers? Save up to $300 when you register to attend Content Marketing World by the August 2 early bird deadline. If you need help appealing to your manager for approval before then, use [this justification toolkit]( to articulate the value of attending and get to yes faster.   To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]