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Artificial intelligence has rapidly shifted from a behind-the-scenes assistant to a visible creative force in advertising. A few years ago, you could depend on AI to write scripts, articles, or any writing-related tasks, but recently, it can generate visuals, compose music, and even produce full commercials with minimal human involvement. In fact, some people are using AI to generate all types of videos, and sometimes you can’t tell the difference between AI and real. This has led brands to put AI-generated videos on trial and use them to generate commercials.
As global brands increasingly experiment with AI-generated ads, a critical question arises: can brands fully rely on AI, or does creativity still require a human touch? While AI promises speed, efficiency, and innovation, depending on it without balance may come with creative and emotional risks.
How AI Evolved from Optimization to Creation
AI’s journey in advertising began as a practical solution rather than a creative one. It was first used to analyze consumer data, optimize targeting, and personalize messaging. Over time, generative AI expanded its role into copywriting, visual design, and video production. Although image and video creation was not accurate and could be spotted easily, these days, sometimes it is hard to tell the difference. In fact, a lot of news was spread, such as the lady who was attacked by a whale, which was later announced that it was created AI.
What once supported creativity now actively shapes it, transforming AI into a co-creator rather than just a marketing tool.
Kalshi’s Bold Bet on Machines
Kalshi made headlines by launching a commercial created entirely by AI. Every element from the concept to the final visuals was machine-generated, with no traditional filming or actors involved. The ad was aired during the NBA finals, and while it impressed audiences with its technical ambition, it sparked criticism. Many viewers felt the commercial lacked emotional depth, revealing the gap between technical capability and human storytelling.
Coca-Cola’s Holiday Magic: Reimagined by AI
Coca-Cola, a brand synonymous with emotional holiday storytelling, entered the AI space with an AI-generated holiday commercial. The campaign blended familiar brand elements with AI-created visuals in an attempt to modernize its message. However, the response was divided. The holiday spirit needs to be felt through people interacting with each other, not AI. While visually impressive, some audiences felt the ad missed the warmth and nostalgia that define Coca-Cola’s seasonal identity.
Big Brands, Big Experiments: Google, Toys R Us, and amaysim
Several global brands quickly followed. Google showcased AI-generated commercials using its new video generation tool, Veo3, highlighting the future of content creation.
Toys R Us experimented with AI storytelling to reintroduce its brand narrative.
Amaysim used AI to produce fast, cost-efficient ads. These experiments demonstrated AI’s growing appeal, but also exposed how easily creativity can feel manufactured.
Speed, Scale, and the Risk of Sameness
AI has reshaped commercial production by cutting costs, accelerating timelines, and enabling endless variations. No money is spent on production, celebrity endorsement, or models. However, this efficiency comes at a price. As more brands rely on similar AI tools, commercials risk blending into one another. Creativity becomes scalable, but originality and emotional nuance can suffer, potentially weakening brand differentiation.
When a brand creates an Ad with real people and a real human touch, it can distinguishes it from other brands. Using AI will eventually lead to similarities between Ads copies and the loss of relevance.
The Big Question: Can Machines Lead Without Humans?
Looking ahead, AI will likely dominate execution, automation, and optimization in advertising. Yet even if AI reaches near-perfect accuracy, human involvement remains irreplaceable. People bring cultural understanding, emotional intelligence, ethical judgment, and storytelling instincts that machines cannot truly replicate. Commercials are not just data-driven visuals; they are emotional experiences built on human insight. People relate to a commercial’s message when it is presented by real, authentic people, not by AI. The human factor has an impact on human emotions, not AI.
AI-generated commercials are no longer experimental—they are part of today’s advertising reality. While AI offers remarkable efficiency and creative possibilities, brands that rely on it alone risk losing authenticity and emotional connection. The future of advertising lies in collaboration, where AI enhances creative processes and humans provide meaning, empathy, and direction. Technology may build the ad, but people give it a soul.
