Major sporting events like the FIFA World Cup have always presented businesses with an opportunity to join the conversation.
From pubs promoting live match screenings to retailers launching limited-time offers, brands are quick to create campaigns that tap into the excitement surrounding the tournament and connect with audiences in real time.
This year, however, there’s a noticeable difference in how many of those campaigns are being created.
With AI image generators now capable of producing polished marketing visuals in seconds, businesses are increasingly turning to AI-generated posters to respond quickly to trending events and create content at speed.
But as AI becomes more embedded into the creative process, it is also sparking a wider conversation across the marketing industry: what happens to customer trust when more of the content we see is created using AI?
As AI-generated content becomes more commonplace, consumers are becoming increasingly aware of it. They are beginning to question what feels original, what feels authentic, and whether the brands they engage with are investing in genuine creativity or simply using AI to increase the volume of their marketing activity.
For businesses, the challenge is no longer whether to use AI. It is how to embrace new technology while protecting the trust, authenticity, and brand identity that customers continue to value.
WHEN EVERY CAMPAIGN STARTS TO LOOK THE SAME
Scroll through social media right now, and you may notice a pattern.
AI-generated posters often feature the same visual style, similar layouts, and familiar imagery. While they may look polished at first glance, they’re often missing the distinctive elements that make a brand recognisable.
This creates a new challenge.
Strong marketing isn’t just about being seen – it’s about being remembered.
If your content looks almost identical to the one posted by another business, customers are less likely to associate that campaign with you.
Brand recognition comes from consistency, originality, and a clear creative identity. Those are qualities that can’t be generated from a prompt alone.
CUSTOMERS ARE BECOMING MORE AI-AWARE
Not long ago, AI-generated content felt like a novelty. Today, consumers are far more familiar with it.
They’re spotting recurring design styles, recognising common visual cues, and becoming more aware of when content feels generic rather than genuinely creative.
This doesn’t mean customers are against businesses using AI.
Many consumers understand that businesses are adopting new technology to improve efficiency. However, there is a growing discussion online around whether brands are losing their individuality by relying too heavily on AI-generated content.
Across platforms such as LinkedIn, Reddit, and X, people are sharing examples of AI-generated adverts, social media posts, and promotional materials, with many conversations centred around authenticity and trust.
The concern is not always that AI has been used. It is whether the final result feels thoughtful, relevant, and true to the brand behind it.
The question is shifting from “can AI create this?” to: “does this feel like it was created with purpose?”
TRUST IS BUILT THROUGH AUTHENTICITY
Trust has always been one of the most valuable assets a business can have.
Customers are more likely to engage with brands that feel genuine, consistent, and credible. Every interaction – from a website and social media post to a promotional poster – contributes to that perception.
During high-profile events like the World Cup, businesses have an opportunity to connect with audiences in a way that feels timely and relevant. But if campaigns prioritise speed over originality, that opportunity can quickly be lost.
A poster isn’t just advertising an offer or an event.
It’s communicating something about the business behind it.
AI IS A TOOL, NOT A CREATIVE STRATEGY
There’s no question that AI is changing the creative industry.
Many agencies and in-house marketing teams are already using AI to generate ideas, explore concepts, and speed up production. Used in the right way, it can be a valuable addition to the creative process.
However, AI does not understand your business in the way people do.
It doesn’t know your customers, your brand personality, your positioning, or the experiences that make your business unique. Those insights come from strategy, experience, and human creativity.
The businesses that will benefit most from AI are not those using it to replace creative thinking. They are those using it to enhance the work of skilled marketers, designers, and strategists.
LOOKING BEYOND THE WORLD CUP
While the World Cup has highlighted just how quickly businesses can produce marketing materials using AI, the wider conversation isn’t going away once the tournament ends.
As AI-generated posters become more common across seasonal campaigns, product launches, and local promotions, customers will continue to place greater value on originality and authenticity.
The brands that stand out won’t necessarily be those producing the most content.
They’ll be the ones producing content that feels considered, distinctive, and true to who they are.
FINAL THOUGHTS
The real differentiator is trust.
Businesses that combine the efficiency of AI with strategic thinking, original ideas, and a strong understanding of their audience will be far better placed to build lasting relationships than those relying solely on AI-generated visuals.
The most effective marketing still starts with understanding your audience, telling your story, and creating campaigns that people remember long after the final whistle.