Backlash to England’s latest kit launch video is the latest sign of growing resistance to AI-generated content from audiences, according to a digital marketing expert.

Across X, multiple posts have criticised a teaser video released by England ahead of the World Cup kit launch, with several describing it as “AI slop”, while others have pointed out visual inconsistencies and misspellings, including “Three Lionss” and “IV Omree Lionss” on the shirt.

One post describing the video as “AI slop” has already attracted more than 5,700 likes, while others criticising the use of AI have gained hundreds of likes and replies. This suggests the reaction is resonating widely with fans, with many asking why AI was used at all.

Some criticism has also focused on the wider implications of AI in creative industries. One post stating that “it always kills me when the people whose jobs are most likely to fall to AI rely on it” received over 1,200 likes and more than 90,000 views.

With scrutiny around AI-generated content growing, Chris Coussons, Founder of digital marketing agency Visionary, commented on what this means for brands:

“The reaction to this shows how quickly audiences are becoming attuned to AI-generated content, and how ready they are to call it out. We are seeing a shift where it’s no longer just about the campaign itself, but how it has been created.

“If something feels overly artificial or poorly executed, people are focussing on that rather than the message that the brand is trying to land. Coca-Cola saw similar backlash around its use of AI in Christmas advertising, which highlights a wider challenge for brands.

“There’s no disputing that AI can be a powerful tool for marketers, but the growing level of scrutiny from audiences is something that every brand needs to be aware of. If it impacts quality or authenticity, it risks undermining trust and engagement.

“The brands that will get this right are the ones using AI to enhance creativity, rather than replace it, and are making sure that outputs are consistent and of genuine quality.”