With the rise of ChatGPT, Midjourney, and other AI tools, the advertising industry has witnessed an explosion of AI-generated content (AIGC) innovations. Initially limited to generating basic visual content, AIGC has since expanded to create dynamic, interactive experiences. What began as a trend is now a powerful tool that can elevate brand storytelling—when used thoughtfully.
In this article, Double V Consulting explores both the successful and less effective examples of AI in marketing. Through these cases, we aim to guide brands in leveraging AI to connect with Chinese consumers in a meaningful way.
When AI Marketing Goes Wrong
Despite the rapid adoption of AI, some brands misstep by deploying AI in ways that may alienate or even frustrate consumers. For instance, highly virtualized AI-generated images or ads may appear flawless but also artificial, creating a disconnect between brand promises and real-world experiences. This dissonance can lead to a negative customer experience, where consumers feel misled or disappointed.
Case #1
KFC recently encountered backlash over an AI campaign that used unsettlingly rendered visuals. AI marketing failures often share similar traits, such as scary elements, an assembly-line aesthetic, or a lack of sincerity. Consumers today are savvy and can spot when a brand isn’t putting in the effort to understand and engage with them authentically.
🖕🏻KFC's campaign, titled “The more fingers you have… the more fingers you can lick,” aimed to be catchy but instead received controversial feed.
Case #2
Another misstep was Master Kong Iced Tea’s AI-led campaign featuring NBA player Allen Iverson. The ad sought to capture attention by pairing a popular figure with the appeal of AI (which also stands for Iverson’s initials, “AI”). However, the campaign relied heavily on green screen effects and AI-generated facial replacements, resulting in an artificial look that lacked authenticity. Consumers found the ad impersonal, with little connection to the brand’s essence, ultimately resulting in low engagement and limited conversions. This example illustrates how AI overuse can detract from brand trust and appeal.
🖕🏻Master Kong's AI ad with Allen Iverson received critics on China social media platforms.
Successful AI-Driven Campaigns
Case #1
McDonald’s - AI Redefining Brand Legacy
In 2023, McDonald's launched a viral campaign on Little Red Book called McDonald’s Heritage Museum Series. The campaign used AI to reimagine iconic McDonald’s items—burgers, fries, and Coke—as traditional Chinese artifacts, such as bronze vessels and jade carvings. This creative juxtaposition between the Western fast-food items and Chinese cultural heritage struck a chord with audiences, generating over 900,000 views.
🖕🏻McDonald’s AI Heritage Museum campaign was a good combination of Chinese traditional cultural and AI tools.
By incorporating local cultural elements, McDonald’s presented a fresh take on its brand identity, resonating with Chinese consumers in a way that celebrated both modern and traditional sensibilities. The AI-generated visuals provided a visually immersive experience that increased consumer engagement and helped strengthen brand recall.
Case #2
Huawei - Storytelling with AI
Huawei’s recent short film, To the Traveler, with Love, showcases AI’s power in immersive storytelling. The campaign uses Huawei's AI technology to bring Ming Dynasty-era explorer Xu Xiake “back to life” letting him explore the sources of China’s great rivers in a cinematic reimagining of his journeys. Xu Xiake was known as the Chinese Marco Polo. The film employs a hypothetical time-travel narrative that resonates with Chinese cultural pride and draws an emotional connection to the audience.
🖕🏻Huawei's campaign presented Xu Xiake's story by use AI tools on Huawei devices.
Using AI, Huawei generated visual and narrative elements that evoke Xu’s passion for exploration and curiosity. The brand successfully used AI to not only enhance the visual appeal but to create an experience rich in cultural value, demonstrating how AI can deepen emotional engagement when used with intention and respect for heritage.
Case #3
Denmark Tourism Board - AI-Enhanced Art for Storytelling
The Denmark Tourism Board used AI creatively to reimagine famous artworks, bringing classic portraits like the "Mona Lisa" and "Girl with a Pearl Earring" to life. In this campaign, the AI-powered characters humorously encouraged viewers to explore Denmark's lesser-known destinations rather than following crowded tourist paths. This interactive, AI-enhanced storytelling invited audiences to engage with Denmark’s unique travel experience. The approach effectively appealed to travelers’ desires for authentic and exclusive experiences, highlighting Denmark’s charm through a playful, art-inspired narrative.
The Denmark Tourism Board used AI creatively to reimagine famous artworks, bringing classic portraits like the "Mona Lisa" and "Girl with a Pearl Earring" to life. In this campaign, the AI-powered characters humorously encouraged viewers to explore Denmark's lesser-known destinations rather than following crowded tourist paths. This interactive, AI-enhanced storytelling invited audiences to engage with Denmark’s unique travel experience. The approach effectively appealed to travelers’ desires for authentic and exclusive experiences, highlighting Denmark’s charm through a playful, art-inspired narrative.
Case #4
Alibaba Cloud - AI Honoring Female Athletes
Alibaba Cloud collaborated with the International Olympic Committee to produce "She Never Fades", a short AI-driven film celebrating women’s achievements in Olympic history. The campaign used AI to enhance old photos and video footage, raising the resolution and applying color to restore the powerful moments of female athletes. The resulting film garnered over 10 million views within three days.
Through Alibaba Cloud’s AI-driven technology, the film’s imagery was elevated, enabling viewers to see these historic moments with stunning clarity. By honoring these trailblazing women, Alibaba Cloud positioned itself as an advocate for gender equality, using AI not just for technological prowess but as a means to foster meaningful social impact.
DOUBLE V TIPS:
If your brand is considering AI-driven advertising but is wary of missteps, here are two straightforward strategies to get started.
● Center Your Brand Story—Don’t Let AI Steal the Spotlight
Brands must first recognize the distinct characteristics of each country's and region's local market. Before entering, conduct thorough market research to understand local consumers' preferences, behaviors, and cultural nuances. This will enable brands to develop tailored strategies that resonate with the audience.
● Start Small, Iterate Quickly
One of the advantages of AI in marketing is its flexibility and speed. Brands can create several variations of AI-generated content for small-scale testing, quickly gather feedback, and adjust accordingly. This approach allows brands to experiment with AI while minimizing risks. New brands, for example, can test various AI-generated visuals on social media and refine their campaigns based on real-time data, discovering what resonates most with their audience.
AI is indeed a groundbreaking tool for creative marketing, yet it’s essential to use it in ways that are true to your brand’s core values and mindful of your audience’s experience. When implemented thoughtfully, AI can bring new dimensions to your brand’s storytelling, helping you make a lasting impact in the Chinese market.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out here
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