cannes lions vibe check: are you using AI in campaigns or holding back?

was going through my feed and saw a piece with autodesk's cmo dara treseder, straight from cannes lions this year. her take: a lot of the industry is anxious about AI right now, way more than last year, and the marketers that come out on top will be the ones who know when NOT to use it, not just where to use it.

feels relevant here. i build a lot of AI automation for clients (chatbots, lead-qual, email flows, that kind of stuff) and even i've started pulling back AI from anything client-facing creative - copy, visuals, campaign concepts. works great for backend ops, feels off for anything that's supposed to carry a brand voice or an actual idea.

curious where you guys land on this:
- using AI anywhere in your actual ad creative/campaigns, or keeping it to research/ops only?
- had a campaign backfire (or underperform) because it read as AI-made?
- opposite - any AI-heavy campaign that actually crushed it?

Yeah @taurin that makes sense. honestly, the biggest issue with AI creative is that it all starts looking the same after a while... there is this weird sterile vibe to chatgpt copy that people instantly recognize now. For backend ops and data structuring it is a lifesaver, but using it for front-facing angles usually kills conversion. we see it mostly on landing page copy where the AI version just reads like a generic template and tanks the opt-in rate. Best use case is probably using it to spit out 50 different angles for brainstorming, but then a human actually has to write the final copy.

I saw a beauty brand (skin glowing serum or something) using AI generated creatives in their ads.

If I were to buy a skin glowing serum, I would want to see it used by a real person and before/after results to see how well it works.

But companies think their consumers are morons I guess