A growing number of major brands are turning against AI in their marketing, embracing an anti-AI stance to connect with consumers who are increasingly skeptical or outright反感 of artificial intelligence. From billboards in New York to social media campaigns around the world, companies are using humor, authenticity, and a clear rejection of automation to stand out in a crowded digital landscape. Polaroid, a brand built on analog photography, launched a series of eye-catching bus stop ads near Apple stores and Google’s New York headquarters. One read, “AI can’t generate sand between your toes,” while another quipped, “No one on their deathbed ever said: I wish I'd spent more time on my phone.” The campaign, which pokes fun at Big Tech’s AI obsession, was a natural fit for Polaroid, whose creative director Patricia Varella said the brand’s identity gave it the freedom to own the conversation. Other well-known companies are following suit. Heineken ran a billboard in New York that said, “The best way to make a friend is over a beer,” a nod to the social awkwardness of AI wearables. Aerie, the lingerie brand, made headlines with a post stating it would not use AI in its advertising — a move that became its most popular Instagram post in a year. In India, Cadbury 5 Star launched a satirical campaign called “Make AI Mediocre Again,” a fictional effort to flood the web with absurd content to confuse AI scrapers. Even DC Comics’ Jim Lee announced the company would not support AI-generated art or storytelling. This shift comes amid rising public concern. A Pew Research study found that 50% of Americans are more worried than excited about AI’s growing role in daily life, up from 37% in 2021. More than half said the societal risks of AI are high, with fears about weakened human connections and skills topping the list. While most want to be able to tell AI from human-made content, only 12% feel confident they can. The backlash is also fueled by poor-quality AI ads. Coca-Cola’s holiday campaign, which used AI to generate polar bears and smiling faces, was widely criticized as soulless. Toys "R" Us faced criticism for an ad featuring a young version of its founder, created with OpenAI’s Sora tool. H&M, Skechers, and Guess have also drawn ire for using AI-generated models as brand ambassadors. In contrast, brands like Aerie are betting on authenticity. The company, which long ago committed to not retouching model photos, is now doubling down by promising to use only real people in its ads. CMO Stacey McCormick said she’s seen strong negative reactions in comment sections when other brands use AI, and believes transparency can inspire others to follow. Experts say the issue isn’t just about preference — it’s about emotional connection. Ian Forrester of DAIVID, a platform that measures viewer emotions, found that while AI ads generate slightly more attention and recall, they’re 12% more likely to trigger distrust and 3% less likely to spark strong positive feelings. Megan Belden of NielsenIQ explained that the brain is highly attuned to subtle cues in human expression, and when something feels “off” — even slightly — it creates unease. Despite the resistance, AI remains deeply embedded in the ad industry. Major agencies like WPP, Publicis, and Omnicom are investing heavily in AI to improve efficiency and support clients. But for now, at least, the anti-AI movement is gaining traction — not because the technology is failing, but because consumers are craving something real. As Varella put it, “There’s always something in our nature, the analog element of us, that layer of imperfection that makes us human and beautifully imperfect — something we think is important to remind people.”