品牌手工节日广告暗含对 AI 焦虑的回应
Human-Crafted Holiday Ads Are an Unspoken Nod to AI Anxiety
各大品牌在节日广告季中极力强调人工手作，以此暗中回应公众对 AI 冲击创意领域的焦虑。Etsy 推出的“Ornaments”广告突出手工饰品以应对日益自动化的生活；Dior 也因动画角色被指“六指”涉嫌 AI 生成，而极力强调这是法国动画师 Sylvain Chomet 制作的手绘动画。尽管广告未直接点名 AI，但对该技术的担忧已成为影响创意的重要因素。
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Marlene Dietrich has six fingers.
That’s what accusers cried after watching Dior’s animated holiday film, in which legendary couturier Christian Dior designs a dress for the Hollywood actress at the last minute. Though Dior touted French animator Sylvain Chomet’s “meticulous process of hand-drawn animation,” critics said it was AI—which the company has disputed.
That online scuffle gives way to a trend this holiday ad season, in which brands are taking pains to emphasize human craft. While none of these ads mention AI by name, that the uncertainty over the tech’s impact on creativity is clearly an influencing factor.
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Robert Klara
Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.
来源：Adweek · adweek.com