In June, an AI-generated advertisement circulated on social media for a 200-foot-long pool system designed to look like a lazy river. The product was allegedly made by Coleman and cost $999 at Costco, according to the post.
Unfortunately for water park enthusiasts, the product was fake.
Responding to these types of AI-generated content is a growing issue for brand marketers. At ADWEEK’s Brandweek event, Jimmy Jia, global VP of outdoor and beverage at Newell Brands—which includes Coleman, Graco, and Sharpie—laid out how the brand responded to the lazy river stunt.
The post caused Jia’s team to carefully consider how to tell consumers that the product was fake.
