AI has made video faster, cheaper and easier than ever.
But it’s also made it dangerously easy for brands to look fake, lazy and out of touch.
This week, Jeanswest became a case study in how not to use AI in brand marketing. After posting AI-generated video and imagery across social channels and its website, the retailer was mocked on Instagram, Reddit & mainstream media for what users called “AI slop” – blurry visuals, strange body movements, generic prompts leaking into audio, and imagery that simply didn’t feel real.
The reaction was immediate and brutal.
“Who approved this!?”
“This is insane.”
“Why would I trust the clothes if this is how they show up?”
That last question is the one brands should be paying attention to.
Brands aren’t just selling products. They’re trading in trust, authenticity and emotional connection.
Poorly executed AI video does the opposite.
When customers spot fake models, synthetic movement or generic stock-style prompts, it signals corner-cutting. It tells them the brand values speed and cost over craft and care. And once that perception sets in, it’s very hard to reverse.
Many retail consultants agree, this isn’t innovation – it’s an abandonment of quality control. Customers are getting better at spotting artificial content, and they don’t like being fooled.
AI that replaces the creative process doesn’t scale a brand. It hollow-outs the brand.
AI can absolutely play a role in modern content workflows. But the danger zone is when brands remove human oversight, taste and context – especially in video, where emotion and realism matter most.
In Jeanswest’s case, the damage wasn’t just aesthetic. AI-generated imagery showed models in front of physical stores that no longer exist. That crosses from “cheap” into misleading – and potentially unethical.
At that point, the issue isn’t technology. It’s trust.
The backlash we’re seeing now is a warning shot.
AI video without:
…doesn’t feel modern. It feels careless.
We’re quickly heading toward a world where “made by humans” becomes a premium signal – especially in video.
AI should support creativity, not replace it.
Speed should never come at the expense of authenticity.
And video, more than any other format, can expose shortcuts instantly.
If your AI content looks fake, your brand will feel fake too.
And customers won’t forgive that.
