The AI revolution is here, and it’s changing everything—from how we work to how we create. But in the rush to jump on the trend, many brands are milking the AI cow until it runs dry.
Used with intention, AI can be an incredible tool. It can streamline workflows, spark ideas, and give small teams a powerful edge. But when it’s treated like a gimmick—a shortcut to relevance rather than a way to deliver lasting value—things go sideways. Fast.
Just look at the recent AI-generated Toys “R” Us ad.
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AI as a Gimmick: The Short-Lived Hype Train
When Toys “R” Us unveiled its AI-created commercial, it was supposed to be a bold, modern revival of a nostalgic brand. Instead, it landed with a strange mix of awkward visuals and emotional flatness. The internet’s reaction? Confusion at best, cringing at worst.
The issue wasn’t just that the ad looked off. It felt off. It lacked heart. It lacked intent. It felt like a brand trying to ride a wave without knowing where it was going.
This is the danger of AI as a gimmick: it can generate short-term buzz, but that buzz is hollow. The clicks, views, and shares might spike for a moment—but when the dust settles, you’re left with content that no one remembers and a brand that feels less human than ever.
Short-Term Attention vs. Long-Term Brand Value
Brands that chase hype often sacrifice depth. And the ones that lean too hard into the latest tech—whether it’s AI, NFTs, or whatever trend is hot next week—risk building an audience of onlookers, not loyal customers.
The real winners? They’re the ones doubling down on storytelling, authenticity, and brand values. They’re the ones who understand that emotional connection—not novelty—is what drives real engagement.
Toys “R” Us claimed their AI ad was a success. But where’s the proof? No data, no long-term lift in brand trust, no clear business outcome. Just a flash of attention and a lot of confusion. In the absence of substance, controversy becomes the product.
The Risk of Diluting Your Data
There’s another danger here, too—one most brands don’t think about. When you go viral for the wrong reasons, you poison your own engagement data.
If people are clicking, liking, or sharing just because something is weird, controversial, or trendy—but not because they actually care about your brand—you’re not learning anything useful. You’re just feeding vanity metrics.
Worse, you could end up making strategic decisions based on a spike in meaningless data, thinking you’ve “cracked the code,” when in reality, you’ve just confused your audience and wasted a budget on noise.
AI Can’t Replace Substance
This isn’t about being anti-AI. AI is a powerful tool when it’s used to support a strong creative foundation—not when it’s used to replace one.
The best creative work still comes from human insight, emotional intuition, and story-driven thinking. AI can enhance those things. But it can’t originate them. Not in a way that sticks.
The irony? In trying to be “cutting-edge,” brands that over-rely on AI often look lazy, unoriginal, and more out-of-touch than ever.
The Real Danger: Diluting Brand Identity
Your brand isn’t just a logo. It’s a feeling. It’s a set of values, tone, visuals, and voice that make you recognizable and trustworthy.
When you let AI generate your identity—without curation, without strategy, without human fingerprints—you risk sounding like everyone else. You lose the sharp edges that make your brand yours.
The more you blend in, the less you matter. Especially in a market already saturated with noise.
Stop Chasing Trends. Start Building Legacy.
AI isn’t the enemy. The problem is when brands chase it for clout instead of clarity.
If you want to stay relevant, the answer isn’t to generate more content faster. It’s to create content that actually means something. That tells a story. That reflects the people you’re trying to reach—and the people behind the brand.
Want to use AI in your workflow? Go for it. Use it to save time, explore ideas, or even streamline part of your production pipeline. But never let it take the wheel.
Because real creativity doesn’t come from prompts. It comes from perspective.
Ready to build content that actually connects? Let’s talk shop.
https://www.fastcompany.com/91146911/you-cant-only-blame-ai-for-that-creepy-toys-r-us-ad
https://toolofna.com/work/experience/coke-studio-summer-of-music
