品牌假日广告主打人工手作，隐性回应 AI 焦虑
Human-Crafted Holiday Ads Are an Unspoken Nod to AI Anxiety
- 1假日广告季多个品牌在广告中强调人工手作，均不直接提及 AI，作者认为 AI 冲击创意的不确定性是潜在动因
- 2Dior 假日动画影片被网友质疑由 AI 生成，依据是片中 Marlene Dietrich 形象出现六根手指，公司否认
- 3Dior 称影片出自法国动画师 Sylvain Chomet 的手绘动画，并强调其精细的手工绘制流程
- 4Etsy 的 Ornaments 广告以树上手工挂饰为内容，公司官网称这是对生活日益自动化、缺乏人情味的回应
品牌在假日广告中刻意强调人工手作又不点名 AI，说明围绕 AI 的公众情绪已影响创意策略，人味本身成了卖点。
- 影响：品牌若被观众指认用 AI 生成广告内容，即便否认也可能陷入口碑争议；强调人工手作与人的参与正在成为内容叙事的差异化角度；观众已习惯从手部等细节瑕疵识别 AI 生成内容。
- 参考：可考虑盘点自家营销内容中 AI 参与的生产环节并预备对外说明口径；AI 生成的视觉素材上线前值得做人工质检，重点排查手部等易被识别的细节；走人工手作叙事时可留存创作过程的可查证记录。
- 依据：AI 指控出自网友，Dior 否认为公司口径，双方均无独立技术鉴定；Etsy 表态出自其官网；趋势判断为作者对假日广告季的行业观察。
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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