In 2025, a surprising marketing trend is taking hold: some of the world’s biggest brands are publicly rejecting AI-generated imagery and language. A recent Business Insider report described how brands like Heineken, Aerie and Polaroid have joined an anti-AI wave, promoting analog authenticity to resonate with customers. Aerie’s “real people only” pledge on Instagram became its most popular post in over a year, garnering tens of thousands of likes and hundreds of comments. This shows there is a growing appetite for human-centric storytelling.
This anti-AI movement doesn’t mean that generative technologies are going away; rather, it highlights the importance of balance. Analysts note that enterprise adoption of generative AI continues to grow, with AI PCs projected to represent nearly a third of all PC shipments in 2025 and the market predicted to reach $992 billion by 2035. As new tools scale across industries, audiences are becoming more discerning: they can spot inauthentic content and reward brands that stay transparent. People want to know that there is a human behind the message, even when AI is used to streamline workflows.
For creatives and entrepreneurs, the takeaway is clear: use AI as a tool, not a crutch. Embrace automation to save time and spark ideas, but ground your brand in real stories, unfiltered visuals and genuine interactions. At Aidin Shad Creative Studio, we blend art, design and automation to craft experiences that feel both cutting-edge and deeply human. If you’d like help building a marketing strategy that combines creativity with authenticity, check out our services page or get in touch through our contact form.
The Anti-AI Marketing Trend: Why Authenticity Wins in 2025
