AI Ads Are Giving Big Drake Energy —Over-Optimized, Underwhelming
A recent Reuters article, Pinterest Shares Jump as AI Advertisement Tools Drive Forecasts, highlights how AI-powered advertising tools have fueled a surge in Pinterest’s stock price. The platform is betting big on AI to optimize ad placements, improve targeting, and drive revenue. And it's not alone—Google, Meta, and every other major digital ad player are making similar moves, promising brands faster, smarter, and more efficient ad performance.
On paper, this sounds like a win. AI promises to do what marketers do, but better and at scale. But while Pinterest and other platforms might be cashing in, there’s a bigger issue brewing: AI-driven ads are making marketing more generic, less creative, and ultimately less effective for brands trying to stand out.
AI Is Running Ads Now—But At What Cost?
AI is everywhere in digital advertising. Google, Meta, and Pinterest are rolling out AI-powered tools that optimize ads in real time, promising higher engagement and better ROI. Why hire a marketing team when an algorithm can tweak your campaigns in milliseconds?
But before we all fall on bended knees to AI like Boyz II Men, let’s ask an important question: Is AI actually making marketing better? Or is it just making it boring, repetitive, and completely forgettable?
AI Is Good at Optimization. But Marketing Needs More Than That.
AI is brilliant at crunching numbers. It can analyze data, fine-tune bidding strategies, and A/B test variations faster than any human. In simpler terms, it automates the process of choosing ad images, writing captions, and deciding who sees the ad—all at lightning speed. But marketing isn’t just about efficiency—it’s about making people care.
I might be biased as a marketer, but AI doesn’t take creative risks. It doesn’t dream up bold campaigns or push boundaries. Think about the most memorable commercial or ad that ever made you feel something. I mean, really feel something—like Teddy Pendergrass’s version of Lady (if you haven’t heard it, do yourself a favor).
If right now, you’re wondering whether Calvin still works at McDonald’s or if he took that McDonald's scholarship and went to Morehouse (because, let’s be real, he gives Q-dog energy), or if I say, “I don’t want to grow up,” and you immediately respond, “I’m a Toys ‘R’ Us kid,” then congratulations—you’ve experienced marketing that stuck because it was built on storytelling, not just data-driven optimization. And those ads? Still memorable decades later.
Great marketing isn’t just about brand recognition, it’s about storytelling that resonates. And yes, I know the ads I’m referring to are commercials, not digital ads, but both should do the same thing: grab attention, build recognition, and leave a lasting impact. That’s why those commercials are still living rent-free in our minds, while most AI-generated ads disappear into the noise.
Like Chappell Roan belts in Casual, "You don’t really love me, you just kinda like the way I look." That’s AI in a nutshell—it knows what works on paper, but it doesn’t understand why something sticks. AI-driven marketing is all surface, no soul.
Who Benefits From AI-Run Ads? (Spoiler: Not Small Businesses)
Big brands love AI-driven ad tools because they already have the resources—brand recognition, massive datasets, and deep pockets—to let AI refine their campaigns and squeeze out extra efficiency. Meanwhile, these tools are heavily marketed to small businesses as a 'set-it-and-forget-it' solution, making it seem like AI can replace a full marketing team. The truth? AI often favors big spenders, meaning small brands struggle to get the visibility they need.
But if you’re a small business, an independent creator, or a new brand, AI isn’t necessarily your friend. AI doesn’t care about your story or long-term brand building. These tools are often marketed to small businesses as a cost-effective alternative because they can’t afford in-house marketers or agencies. But the reality is, if your first AI-optimized ads don’t perform well, the algorithm might decide your brand isn’t worth pushing, leaving you stuck in digital obscurity while established competitors dominate visibility.
How to Use AI Without Letting It Ruin Your Marketing
AI isn’t useless, it’s just not the magic bullet that ad platforms want us to think it is. If you want to leverage AI in advertising while keeping your brand’s voice intact, here’s what you should do:
Use AI for numbers, not narratives. Let AI handle budgeting, bidding, and audience segmentation, but keep creative control in human hands.
Don’t let AI define your brand identity. AI-generated content tends to blend in with everything else. If you want your brand to stand out, storytelling needs to remain human-driven.
Trust your instincts over the algorithm. AI optimizes based on past performance, but the best marketing often comes from ideas that break the mold—something AI won’t do.
As Doechii lays it down in What It Is, "If it ain’t real, then I don’t want it." That’s exactly the energy marketers need when using AI. If your brand voice is just a regurgitation of what worked before, don’t be surprised when your audience tunes out.
Final Thought: AI Can’t Replace Good Marketing—It Can Only Make It More Efficient
The real problem with AI-driven ads isn’t the technology—it’s the assumption that AI is better at marketing than people are. It’s not. It’s just faster at certain tasks. The best marketing still comes from humans who take risks, tell stories, and truly understand their audience.
So sure, let AI handle the spreadsheets. But if you let it take over your storytelling, don’t be surprised when your brand starts sounding like an automated customer service email—cold, soulless, and immediately forgettable.