Advertisements: The New Puzzles

Advertisements: The New Puzzles

A recent front-page advertisement in the Times of India made me pause—not because of the sale it announced, but because of the unintended game it invited me to play. A popular mall showcased its latest campaign featuring multiple models, all impeccably styled and flawlessly presented. As I scanned the page, I realised I was subconsciously trying to identify differences between the models, much like solving a puzzle in the newspaper’s weekend supplement.

Same pose. Same expression. Same body language. Only the outfits changed.

Advertisements, it seems, have quietly transformed into visual puzzles.

Gone are the days when models were celebrated for their attitude, charisma, or the subtle individuality they brought to a frame. Earlier, a single image could tell a story—a confident stance, an unconventional smile, or a rebellious gaze could elevate an entire campaign. You remembered the face, the mood, and sometimes even the person behind the brand.

Today, in the age of AI modelling and heavy digital enhancement, advertising has entered a different phase. Faces are perfected, bodies are proportioned, and expressions are standardised. What remains is visual accuracy, not emotional resonance. The result is an ad that looks technically impressive but feels oddly interchangeable.

AI-driven modelling optimises what works best at scale. It reduces risk, ensures consistency, and delivers aesthetics that align neatly with data-backed preferences. But in doing so, it also removes friction—and friction is often where personality lives. When every model fits the same algorithmic ideal, the viewer is left comparing details rather than connecting with people.

Ironically, instead of drawing us into the brand narrative, such advertisements push us into observation mode. We stop feeling and start analysing. Who looks slightly taller? Whose smile is marginally different? Which image feels like a copy-paste? The ad becomes less about aspiration and more about comparison.

This shift doesn’t mean technology is the problem. AI is a powerful creative tool when used thoughtfully. But when perfection becomes the goal, humanity becomes the casualty. Consumers don’t relate to flawless templates; they relate to authenticity, relatability, and attitude.

Advertisements were once mirrors of who we wanted to be. Now, many resemble carefully constructed riddles—beautiful, precise, and emotionally distant.

Perhaps it’s time for brands to step back from perfection and allow individuality back into the frame. Because when ads start feeling like puzzles, the message may be clear—but the connection is missing.