![\"AI-generated](\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/Untitled-Design-edited.png\")
This type of content is often called “AI slop”, and it is showing up more and more in local business advertising, especially in the restaurant industry. Of course, I understand that not every business can afford professional photography. Still, I can’t help but wonder if every restaurant starts relying on AI-generated visuals, will all food start to look the same?<\/p>\n\n\n\n
Ultimately, the challenge today isn’t whether brands should use generative AI. It is more about how they can integrate it into their marketing strategies and tactics without sacrificing authenticity and consumer trust.<\/p>\n\n\n\n
How Do Businesses Use Generative AI in Marketing?<\/h2>\n\n\n\n
By definition, generative AI is a tool that creates content such as text, images, and videos by identifying patterns from large amounts of existing data. For instance, tools like ChatGPT rely on large language models (LLMs) to understand language patterns and generate natural-sounding responses.<\/p>\n\n\n\n
In marketing, businesses use generative AI to plan, execute, and optimize their activities. Generally, their applications fall into two categories:<\/p>\n\n\n\n
1. Technical and strategic applications<\/h4>\n\n\n\n\n- AI used for data analysis<\/strong>: AI helps to identify patterns in consumer behavior and market trends.<\/li>\n\n\n\n
- AI used for audience segmentation<\/strong>: AI can segment audiences by grouping consumers who share similar characteristics, interests, or buying habits.<\/li>\n\n\n\n
- AI used for campaign personalization<\/strong>: AI personalizes campaigns by tailoring marketing messages to specific audiences.<\/li>\n\n\n\n
- AI use for task automation<\/strong>: AI automates tasks by handling repetitive activities like responding to emails.<\/li>\n\n\n\n
- AI use for keyword optimization<\/strong>: AI improves keyword optimization by finding relevant keywords that boost search engine visibility.<\/li>\n<\/ul>\n\n\n\n
2. Creative applications<\/h4>\n\n\n\n\n- AI for social media content<\/strong>: AI can help with social media by generating captions, suggesting post ideas, and creating content calendars.<\/li>\n\n\n\n
- AI for blog articles<\/strong>: AI can help draft blog articles, create outlines, and write website content.<\/li>\n\n\n\n
- AI for product descriptions<\/strong>: AI can create or improve product descriptions for online stores.<\/li>\n\n\n\n
- AI for advertising visuals<\/strong>: AI can produce images and promotional materials for advertising.<\/li>\n\n\n\n
- AI for video production<\/strong>: AI can help with video scripts, storyboards, and visual content.<\/li>\n<\/ul>\n\n\n\n
Although these tools are quick and efficient, we must remember they are machines and lack a human touch, meaning they don’t truly understand a brand’s identity or its customers the way a human does. This is why human judgment is crucial.<\/p>\n\n\n\n
Why Are Brands Using AI-Generated Content?<\/h2>\n\n\n\n
Brands are so eager to adopt generative AI all comes down to its speed and cost. What once took teams of employees, photographers, creative directors, and marketers can now be produced in just a couple of minutes. Plus, it’s free, meaning you don’t have to pay anyone, and you keep all the rights.<\/p>\n\n\n\n
In an interview with La Presse<\/a>, Isabelle Maheux, coach at Pivotte & Stratt Agency, explains that for small businesses, especially those in the food industry, these time and cost savings can make a significant difference, because creating advertisements for multiple platforms like Instagram, Facebook, and TikTok can be time-consuming for businesses with limited resources.<\/p>\n\n\n\n![\"\"](\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/innokurnia-gear-4606749-edited-1024x544.jpg\")
<\/figure>\n<\/div>\n\n\nHowever, if every restaurant starts producing its advertisements using the same tools, what will happen to what made each one different?<\/p>\n\n\n\n
How Does Generative AI Affect Brand Authenticity and Consumer Trust?<\/h2>\n\n\n\n\nConsumers can smell inauthenticity a mile away especially Gen Z who expect transparency and values alignements from brands they buy from.<\/p>\n– Ana Andjelic, brand strategist and author of The Business of Aspiration<\/cite><\/blockquote>\n\n\n\nAs AI-generated content becomes more common, consumers are starting to value authenticity more than ever. They want brands that feel genuine and that reflect the products and experiences brands actually offer. In marketing, authenticity is the ability to build connections with customers by making them feel understood. Basically, it’s the feeling that you can trust the brand.<\/p>\n\n\n\n
However, the issue goes beyond the impression an advertisement creates. The brand’s simple use of AI advertisements can also communicate its values and priorities. As we all should know by now, AI comes with high environmental costs. In this sense, authenticity is not only reflected in what a brand communicates, but also in the choices it makes behind the scenes.<\/p>\n\n\n\n
How can AI-generated marketing content weaken brand authenticity?<\/h3>\n\n\n\n\n- Lack of human connection<\/strong>: The content feels impersonal, making it harder for brands to build relationships with customers.<\/li>\n\n\n\n
- Limited originality<\/strong>: Because AI tools rely on existing data, the content they create won’t make a brand stand out.<\/li>\n\n\n\n
- Weak storytelling<\/strong>: AI doesn’t know how to capture the emotions and the personality behind a brand.<\/li>\n\n\n\n
- Misleading visuals<\/strong>: AI-generated images can create unrealistic and sometimes uncanny visuals.<\/li>\n<\/ul>\n\n\n\n
If customers can’t tell what is real, they have little to no reason to believe anything the brand says. This uncertainty weakens trust and makes the brand harder to believe. And once that trust is weakened, rebuilding it becomes much harder. In the end, authenticity is the final test a brand must pass in marketing.<\/p>\n\n\n\n
Why Did NB Liquor’s AI-Generated Holiday Ad Spark Public Backlash?<\/h2>\n\n\n\n
In December 2025, the Soci\u00e9t\u00e9 des alcools du Nouveau-Brunswick (ANBL) released a completely AI-generated holiday ad. The aim of the ad was simply to get people to go and pick up some ‘extra holiday cheer’. It was a 15-second video of friendly neighbours turning up at a door with bottles of liquor that had absolutely nonsense on them.<\/p>\n\n\n\n
Of course, the ad quickly sparked controversy among New-Brunswick’s creatives. Robert Gray, a film and creative director at the University of New Brunswick and co-owner of a local company, called out the ad in an interview with Global News<\/a>, saying it was lazy and an insult to the province’s creative community. He even joked about going to party in Nova Scotia instead.<\/p>\n\n\n\nIn addition, Pierre-Luc Arseneau, a filmmaker who worked on ANBL’s previous Christmas campaign, also expressed his disappointment to Global News. He confided that he was sad to see all his hard work and effort down the drain. He said he felt like AI had replaced all his previous work.<\/p>\n\n\n\n
However, ANBL defended its decision. Their excuse: they regularly work with agencies that also use AI in their creative processes, and that they were only experimenting with new techniques to reduce the advertising costs.<\/p>\n\n\n\n
So, what went wrong?<\/h3>\n\n\n\n
Thus, the controversy wasn’t only about using AI to produce an advertisement. As a Crown corporation, ANBL is held to higher standards than a privately owned or small business. In reality, they ought to hold a high responsibility when it comes to supporting the local economy and local talent. So, by overlooking this responsibility, they are sending the message that they valued the cost of the ad, over its community. <\/p>\n\n\n\n
Rather than going in and creating the whole ad with AI, they could have taken a hybrid approach. They could have used AI to generate some of the ideas and to do some of the editing, and then have local filmmakers, local photographers, and local actors to actually connect with their customers. That would have given them the benefit of AI without losing the human element.<\/p>\n\n\n\n
AI-Generated vs. Human-Made Marketing Content: Key Differences<\/h2>\n\n\n\n
Human-made and AI-generated both offer different advantages. The most effective way to achieve marketing goals isn’t necessarily to choose one over the other. It is about combining AI’s efficiency with human judgment.<\/p>\n\n\n\n
\n\n
2. Creative applications<\/h4>\n\n\n\n\n- AI for social media content<\/strong>: AI can help with social media by generating captions, suggesting post ideas, and creating content calendars.<\/li>\n\n\n\n
- AI for blog articles<\/strong>: AI can help draft blog articles, create outlines, and write website content.<\/li>\n\n\n\n
- AI for product descriptions<\/strong>: AI can create or improve product descriptions for online stores.<\/li>\n\n\n\n
- AI for advertising visuals<\/strong>: AI can produce images and promotional materials for advertising.<\/li>\n\n\n\n
- AI for video production<\/strong>: AI can help with video scripts, storyboards, and visual content.<\/li>\n<\/ul>\n\n\n\n
Although these tools are quick and efficient, we must remember they are machines and lack a human touch, meaning they don’t truly understand a brand’s identity or its customers the way a human does. This is why human judgment is crucial.<\/p>\n\n\n\n
Why Are Brands Using AI-Generated Content?<\/h2>\n\n\n\n
Brands are so eager to adopt generative AI all comes down to its speed and cost. What once took teams of employees, photographers, creative directors, and marketers can now be produced in just a couple of minutes. Plus, it’s free, meaning you don’t have to pay anyone, and you keep all the rights.<\/p>\n\n\n\n
In an interview with La Presse<\/a>, Isabelle Maheux, coach at Pivotte & Stratt Agency, explains that for small businesses, especially those in the food industry, these time and cost savings can make a significant difference, because creating advertisements for multiple platforms like Instagram, Facebook, and TikTok can be time-consuming for businesses with limited resources.<\/p>\n\n\n\n<\/figure>\n<\/div>\n\n\nHowever, if every restaurant starts producing its advertisements using the same tools, what will happen to what made each one different?<\/p>\n\n\n\n
How Does Generative AI Affect Brand Authenticity and Consumer Trust?<\/h2>\n\n\n\n\nConsumers can smell inauthenticity a mile away especially Gen Z who expect transparency and values alignements from brands they buy from.<\/p>\n– Ana Andjelic, brand strategist and author of The Business of Aspiration<\/cite><\/blockquote>\n\n\n\nAs AI-generated content becomes more common, consumers are starting to value authenticity more than ever. They want brands that feel genuine and that reflect the products and experiences brands actually offer. In marketing, authenticity is the ability to build connections with customers by making them feel understood. Basically, it’s the feeling that you can trust the brand.<\/p>\n\n\n\n
However, the issue goes beyond the impression an advertisement creates. The brand’s simple use of AI advertisements can also communicate its values and priorities. As we all should know by now, AI comes with high environmental costs. In this sense, authenticity is not only reflected in what a brand communicates, but also in the choices it makes behind the scenes.<\/p>\n\n\n\n
How can AI-generated marketing content weaken brand authenticity?<\/h3>\n\n\n\n\n- Lack of human connection<\/strong>: The content feels impersonal, making it harder for brands to build relationships with customers.<\/li>\n\n\n\n
- Limited originality<\/strong>: Because AI tools rely on existing data, the content they create won’t make a brand stand out.<\/li>\n\n\n\n
- Weak storytelling<\/strong>: AI doesn’t know how to capture the emotions and the personality behind a brand.<\/li>\n\n\n\n
- Misleading visuals<\/strong>: AI-generated images can create unrealistic and sometimes uncanny visuals.<\/li>\n<\/ul>\n\n\n\n
If customers can’t tell what is real, they have little to no reason to believe anything the brand says. This uncertainty weakens trust and makes the brand harder to believe. And once that trust is weakened, rebuilding it becomes much harder. In the end, authenticity is the final test a brand must pass in marketing.<\/p>\n\n\n\n
Why Did NB Liquor’s AI-Generated Holiday Ad Spark Public Backlash?<\/h2>\n\n\n\n
In December 2025, the Soci\u00e9t\u00e9 des alcools du Nouveau-Brunswick (ANBL) released a completely AI-generated holiday ad. The aim of the ad was simply to get people to go and pick up some ‘extra holiday cheer’. It was a 15-second video of friendly neighbours turning up at a door with bottles of liquor that had absolutely nonsense on them.<\/p>\n\n\n\n
Of course, the ad quickly sparked controversy among New-Brunswick’s creatives. Robert Gray, a film and creative director at the University of New Brunswick and co-owner of a local company, called out the ad in an interview with Global News<\/a>, saying it was lazy and an insult to the province’s creative community. He even joked about going to party in Nova Scotia instead.<\/p>\n\n\n\nIn addition, Pierre-Luc Arseneau, a filmmaker who worked on ANBL’s previous Christmas campaign, also expressed his disappointment to Global News. He confided that he was sad to see all his hard work and effort down the drain. He said he felt like AI had replaced all his previous work.<\/p>\n\n\n\n
However, ANBL defended its decision. Their excuse: they regularly work with agencies that also use AI in their creative processes, and that they were only experimenting with new techniques to reduce the advertising costs.<\/p>\n\n\n\n
So, what went wrong?<\/h3>\n\n\n\n
Thus, the controversy wasn’t only about using AI to produce an advertisement. As a Crown corporation, ANBL is held to higher standards than a privately owned or small business. In reality, they ought to hold a high responsibility when it comes to supporting the local economy and local talent. So, by overlooking this responsibility, they are sending the message that they valued the cost of the ad, over its community. <\/p>\n\n\n\n
Rather than going in and creating the whole ad with AI, they could have taken a hybrid approach. They could have used AI to generate some of the ideas and to do some of the editing, and then have local filmmakers, local photographers, and local actors to actually connect with their customers. That would have given them the benefit of AI without losing the human element.<\/p>\n\n\n\n
AI-Generated vs. Human-Made Marketing Content: Key Differences<\/h2>\n\n\n\n
Human-made and AI-generated both offer different advantages. The most effective way to achieve marketing goals isn’t necessarily to choose one over the other. It is about combining AI’s efficiency with human judgment.<\/p>\n\n\n\n
\n\n
Although these tools are quick and efficient, we must remember they are machines and lack a human touch, meaning they don’t truly understand a brand’s identity or its customers the way a human does. This is why human judgment is crucial.<\/p>\n\n\n\n
Why Are Brands Using AI-Generated Content?<\/h2>\n\n\n\n
Brands are so eager to adopt generative AI all comes down to its speed and cost. What once took teams of employees, photographers, creative directors, and marketers can now be produced in just a couple of minutes. Plus, it’s free, meaning you don’t have to pay anyone, and you keep all the rights.<\/p>\n\n\n\n
In an interview with La Presse<\/a>, Isabelle Maheux, coach at Pivotte & Stratt Agency, explains that for small businesses, especially those in the food industry, these time and cost savings can make a significant difference, because creating advertisements for multiple platforms like Instagram, Facebook, and TikTok can be time-consuming for businesses with limited resources.<\/p>\n\n\n However, if every restaurant starts producing its advertisements using the same tools, what will happen to what made each one different?<\/p>\n\n\n\n Consumers can smell inauthenticity a mile away especially Gen Z who expect transparency and values alignements from brands they buy from.<\/p>\n– Ana Andjelic, brand strategist and author of The Business of Aspiration<\/cite><\/blockquote>\n\n\n\n As AI-generated content becomes more common, consumers are starting to value authenticity more than ever. They want brands that feel genuine and that reflect the products and experiences brands actually offer. In marketing, authenticity is the ability to build connections with customers by making them feel understood. Basically, it’s the feeling that you can trust the brand.<\/p>\n\n\n\n However, the issue goes beyond the impression an advertisement creates. The brand’s simple use of AI advertisements can also communicate its values and priorities. As we all should know by now, AI comes with high environmental costs. In this sense, authenticity is not only reflected in what a brand communicates, but also in the choices it makes behind the scenes.<\/p>\n\n\n\n If customers can’t tell what is real, they have little to no reason to believe anything the brand says. This uncertainty weakens trust and makes the brand harder to believe. And once that trust is weakened, rebuilding it becomes much harder. In the end, authenticity is the final test a brand must pass in marketing.<\/p>\n\n\n\n In December 2025, the Soci\u00e9t\u00e9 des alcools du Nouveau-Brunswick (ANBL) released a completely AI-generated holiday ad. The aim of the ad was simply to get people to go and pick up some ‘extra holiday cheer’. It was a 15-second video of friendly neighbours turning up at a door with bottles of liquor that had absolutely nonsense on them.<\/p>\n\n\n\n Of course, the ad quickly sparked controversy among New-Brunswick’s creatives. Robert Gray, a film and creative director at the University of New Brunswick and co-owner of a local company, called out the ad in an interview with Global News<\/a>, saying it was lazy and an insult to the province’s creative community. He even joked about going to party in Nova Scotia instead.<\/p>\n\n\n\n In addition, Pierre-Luc Arseneau, a filmmaker who worked on ANBL’s previous Christmas campaign, also expressed his disappointment to Global News. He confided that he was sad to see all his hard work and effort down the drain. He said he felt like AI had replaced all his previous work.<\/p>\n\n\n\n However, ANBL defended its decision. Their excuse: they regularly work with agencies that also use AI in their creative processes, and that they were only experimenting with new techniques to reduce the advertising costs.<\/p>\n\n\n\n Thus, the controversy wasn’t only about using AI to produce an advertisement. As a Crown corporation, ANBL is held to higher standards than a privately owned or small business. In reality, they ought to hold a high responsibility when it comes to supporting the local economy and local talent. So, by overlooking this responsibility, they are sending the message that they valued the cost of the ad, over its community. <\/p>\n\n\n\n Rather than going in and creating the whole ad with AI, they could have taken a hybrid approach. They could have used AI to generate some of the ideas and to do some of the editing, and then have local filmmakers, local photographers, and local actors to actually connect with their customers. That would have given them the benefit of AI without losing the human element.<\/p>\n\n\n\n Human-made and AI-generated both offer different advantages. The most effective way to achieve marketing goals isn’t necessarily to choose one over the other. It is about combining AI’s efficiency with human judgment.<\/p>\n\n\n\n<\/figure>\n<\/div>\n\n\nHow Does Generative AI Affect Brand Authenticity and Consumer Trust?<\/h2>\n\n\n\n
\n
How can AI-generated marketing content weaken brand authenticity?<\/h3>\n\n\n\n
\n
Why Did NB Liquor’s AI-Generated Holiday Ad Spark Public Backlash?<\/h2>\n\n\n\n
So, what went wrong?<\/h3>\n\n\n\n
AI-Generated vs. Human-Made Marketing Content: Key Differences<\/h2>\n\n\n\n