JLo Beauty's Beso Bling lip balm ad draws backlash over AI

JLo Beauty posted a short film for its crystal-covered Beso Bling lip balms to Instagram in early November. By the week of November 9, replies to the clip had turned hostile.

The film, which viewers and the coverage describe as AI-generated, shows the jewelled jars among rolling fruit on New York and Los Angeles streets. The physics do not hold. City skylines clash with the pavement under them, the fruit rolls as if friction does not exist, and the soundtrack drifts away from the action, as Fashion Times described it.

Replies to the clip were largely negative. One commenter asked "why would AI slop make anyone want to buy a product." Another wrote "please don't make me." The most-liked reply questioned how something so soulless keeps getting approved, and another mocked the budget behind the campaign.

What is Beso Bling?

Beso Bling is a limited-edition version of JLo Beauty's Beso Balm, the brand's first lip product, which launched November 2 at $19. The Beso Bling jars come in three designs named for chapters of founder Jennifer Lopez's career: The Dancer (Crisp Apple), The Singer (Cherry Noir) and The Star (Coco Dream). Each is covered in crystals by Swarovski and listed at $150 on the brand's own product page, read November 12. The balm holds 8 ml.

The collection is on pre-order at jlobeauty.com, and Fashion Times reports orders ship from November 23. JLo Beauty's page says shoppers pick a design during the presale, and after December 3 the design becomes a surprise.

The backlash lands against a wider shift in advertising. Harris Poll research presented at Cannes Lions found 78% of consumers say AI makes ads feel less authentic, 63% are less likely to buy from a brand that uses AI-generated ads, and 73% are less likely to trust an ad they suspect was made with AI. More than half said they hear so much about AI that it annoys them.

Brands have noticed. Levi's built its holiday campaign around a 60-second stop-motion claymation film, "Let's Get Fuzzy," that took four hours of filming for each second, and the brand says no AI was used. Adweek's Mark Ritson wrote that "visible/fallible human effort has become a luxury cue," naming Prada, Porsche, Levi's and Apple as brands that went manual. Luxury is where it matters most, he argued, because luxury "sells provenance first and product second."

JLo Beauty is not the first brand to draw this reaction. Fashion Times noted that Guess took criticism for using an AI-generated model in a Vogue ad.

For creators, the takeaway is how fast audiences now recognize a generated ad and how they read it. A render that gets basic physics wrong reads as a shortcut, and the higher the price, the more visible that shortcut becomes.

Beso Bling is on pre-order at jlobeauty.com, shipping from November 23.

Product card

• Product: Beso Bling Limited-Edition Beso Balm
• Maker: JLo Beauty
• Price: $150 each (read November 12, 2026)
• Designs: The Dancer (Crisp Apple), The Singer (Cherry Noir), The Star (Coco Dream)
• Size: 8 ml (0.27 oz)
• Availability: Pre-order at jlobeauty.com
• Ships: From November 23, 2026