6 Brands Saying “No Thanks” to AI-Generated Content

Why some companies are ditching artificial and keeping it real.

Artificial intelligence is taking over headlines—and increasingly, our screens. From AI-generated photos in ads to machine-written blog posts, brands are exploring what tech can do. But not everyone’s on board. Consumers are voicing concerns, and interestingly, so are some major companies.

There’s no denying AI has its place: automating routine tasks, helping with data analysis, and streamlining operations. But when it comes to creative work—things like visual art, storytelling, or portraying real people—many believe humans still do it best.

And now, a handful of brands are drawing a clear boundary. Whether it’s about protecting jobs, preserving authenticity, or rejecting harmful stereotypes, these six names are saying “no” to AI-generated content—and making a statement in the process.

1. Dove

Long known for challenging unrealistic beauty standards, Dove doubled down in 2024 with its renewed Campaign for Real Beauty. The brand pledged to stay AI-free when it comes to depicting women, highlighting the harm algorithmic images can cause by reinforcing narrow, often biased ideals.

To help others follow suit, Dove created the Real Beauty Prompt Playbook—a free resource that shows how to create inclusive visuals, even when using AI. Their message is bold: real beauty deserves real people, not artificial composites.

2. Unsplash

Unsplash has become a go-to platform for free, high-quality visuals. But unlike other image libraries jumping on the AI bandwagon, Unsplash has taken a firm position: no AI-generated images or illustrations allowed.

Every photo must come from a real person behind the lens or a brush, supporting artists and preserving originality in an increasingly artificial internet.

3. Nintendo

The gaming giant might seem like an unexpected name here, but Nintendo is taking a firm stance on creativity. President Shuntaro Furukawa recently stated that while the company stays open to emerging technologies, its mission is to deliver experiences only human creators can craft.

In a world where some games are experimenting with AI-generated levels, dialogue, or characters, Nintendo’s human-first approach stands out.

4. Cadbury

Sometimes, the best way to make a point is with humor. Cadbury’s playful “Make AI Mediocre Again” campaign pokes fun at the overuse of artificial content in marketing and websites. The ad features a worker drowning in nonsensical code—before happily escaping it all with a Take 5 candy bar.

The message? AI might be useful, but when everything starts looking and sounding the same, maybe it’s time to pause and enjoy something real.

5. PosterSpy

PosterSpy is an online hub for poster art created by emerging artists. Founder Jack Woodhams made headlines when he called out big brands for using AI-generated designs in their promotions. In a blog post, he challenged companies to ask themselves: could you hire a human instead?

His call to action resonates—especially in an industry where so many rely on commissions to make a living. PosterSpy has since committed to remaining an AI-free zone.

6. Thinx

Thinx, a brand known for period-proof underwear, recently criticized how AI visualizes menstruation. A campaign revealed just how awkward and inaccurate those generated images often are—defaulting to shame-filled visuals and outdated tropes.

For Thinx, it’s about more than just ad aesthetics—it’s about controlling the narrative around women’s health and ensuring it reflects real experiences.

Why It Matters

AI can do a lot—but when it starts replacing the human voice in spaces meant to celebrate emotion, diversity, and originality, people notice. These brands aren’t anti-technology—they’re pro-authenticity.

As more companies turn to AI to cut costs or speed things up, a growing number are choosing a different path: one that values the irreplaceable creativity only people can bring.

Key Takeaways

• AI use in content creation is growing, but not without backlash from both consumers and brands.

• Human creativity is being prioritized by companies that believe storytelling, art, and representation should come from real people—not algorithms.

• Brands like Dove, Nintendo, and Thinx are setting boundaries, using campaigns and policies to promote authenticity and inclusivity.

• Consumers are becoming more critical of AI-generated images, especially when it affects jobs or misrepresents sensitive topics like beauty or health.

• Staying human-first may be a strategic advantage, especially for brands focused on emotional connection and long-term trust.

Expert Insights

“AI can assist with efficiency, but when it comes to emotion and nuance, there’s no substitute for the human touch.”

— Leah Goldman, Brand Ethics Consultant

“Companies taking a stand against AI aren’t anti-tech. They’re advocating for thoughtful integration—tools should support artists, not replace them.”

— Dr. Evan Hughes, Professor of Digital Media & Society

“In a digital landscape flooded with sameness, authenticity becomes a brand’s biggest differentiator.”

— Maya Liu, Creative Director at Human First Studio