A few weeks ago, a major equine brand used a completely AI-generated video to tease a product launch. I’m not going to name the brand, but if you’re in the equine world, you probably saw it.
What I want to talk about is what happened next. The comments section filled up fast. And the reaction was overwhelmingly negative. Here are just a few of the responses:
- “You can so quickly ruin your brand’s image by using AI.”
- “Are companies getting threatened into using ai or something??”
- “I’m extremely disappointed to see this company using AI. I don’t think I’ll be continuing to purchase [from this brand] after this.”
- “Art and animation mean nothing without a person behind it.”
- “Not only is AI so bad for the environment, but so many artists would love for the opportunity to work with you on a project like this.”
- “Super disappointing to see such a big brand (and one I liked!) using AI – surely you could’ve paid a real artist to do this.”
- “Guess that’s another company to avoid products from.”
- “Read the room guys. We don’t want AI, don’t contribute to destroying our beautiful planet 😢”
And there were literally hundreds more!
I want to be clear: I’m not anti-AI across the board. I use AI tools in my own business. But there’s a real difference between using AI to help with workflow behind the scenes and using it to replace the creative work that your audience sees.
Horse people are a sharp audience. They notice when the tack doesn’t look right. They notice when something feels off, even if they can’t pinpoint exactly why. They can see when the horse or human in an AI-generated image has no soul. And as this comment section made clear, they take it personally. They see it as a brand cutting corners on something they care about.
I ran a survey last year asking equestrians how they felt about brands using AI-generated images. 96% of respondents said it damages brand credibility. That number surprised even me.
So what does this mean if you’re a brand marketing to horse owners?
Your audience is paying attention. They want to see real horses, real people, and real moments. They want to know that someone who understands their world was behind the camera. When they see authentic photography, they trust it. And that trust translates directly into how they feel about your brand and your products.
On the flip side, this is actually a huge opportunity. In a world where AI-generated content is becoming more common, brands that invest in real photography are going to stand out. Real images created by real artists carry a weight that AI can’t replicate. Your audience feels the difference, even if they don’t consciously think about why.
If you’re an equine brand thinking about your visual content, I’d love to talk about how we can create images your audience believes in. Real horses. Real light. Real connection.
