This is how AI is establishing itself in advertising
In our article about the Effects of AI on the advertising industry We have shown how generative models, programmatic advertising and chatbots are already fundamentally changing marketing processes today. In order to illustrate the development of this transformation more clearly, we want to take a short journey through five concise use cases. How does visual quality develop? Like the effort for planning, set and post-production? And have we already reached a level where AI finally becomes a creative co-director who makes campaigns faster, cheaper and easier on autopilot? Here are a few examples from recent months — how would you rate them?
1st Home Kit launch season (PSG, 2024)
In May 2024, Paris Saint-Germain relied entirely on generative AI to stage the new home shirt for the 24/25 season. Instead of large photo productions, generative models ran in the background, which created realistic image compositions for social media in no time at all.
2. “Floral” (Adidas, 2024)
A few months later, in September 2024, an AI Spec ad — no commissioned work, purely conceptual AI spot — for the Adidas “Floral” collection caused a stir. Behind the seemingly effortless, lively flower animations, however, was a comparatively complex production with several tools: Midjourney generated the illustrations, Runway ML set them in motion, classic editing and compositing programs fine-tuned the finishing touches. The result was a unique look without traditional frame-by-frame loops.
3. The Rhythm of Life (Vodafone, 2024)
In March 2025, Lacalut embarked on a journey of their own kind: They released the first AI-animated commercial in Germany, which showed smiling people across the centuries. Although the concept was ambitious, the eye-catching AI aesthetic still made the commercial look pretty raw, especially when compared to Vodafone's seamless staging.
4. 100 years of smiling (Lacalut, 2025)
In March 2025, Lacalut embarked on a journey of their own kind: They released the first AI-animated commercial in Germany, which showed smiling people across the centuries. From black and white portraits to ultra-modern close-ups.
5th HIBIKI product video (Mauricio Tonon, 2025)
After all, we arrive in the present tense. In April 2025, AI expert Mauricio Tonon used a self-initiated product video for the HIBIKI brand to show how far AI design has come: A single prompt plus reference image was enough for the engine to generate an almost ready-to-broadcast video within minutes. The AI takes over 90% of the result, without subsequent retouching.
These five examples only show a glimpse of what is already possible with AI today. AI no longer acts just as a technical tool, but as a creative co-director who shapes ideas, stretches budgets and opens up completely new playing fields. In the coming months, AI-powered workflows, automated storyboards, and interactive experiences will increasingly become the industry standard. Decision-makers who are now consistently relying on the symbiosis of human creativity and artificial intelligence are laying the foundation for their success in the new advertising world and securing a clear competitive advantage.
sources:
Carscoops. (2025, March 6). First AI-Generated Video Ad From Volvo Doesn't Show A Single Car.
https://www.carscoops.com/2025/03/first-ai-generated-video-ad-from-volvo-doesnt-show-a-single-car/
Muse by Clio (2024). Does Vodafone's “Rhythm of Life” chart a future for AI ads?
https://musebyclios.com/advertising/does-vodafones-rhythm-of-life-chart-a-future-for-ai-ads/
C'Sek Creative (2024). Floral by ADIDAS: AI advertising.
https://www.csekcreative.com/floral-by-adidas-ai-advertising/
Tonon, M. (2025, April). HIBIKI product video — GenAI & REVE AIimage generator [LinkedIn post].
https://www.linkedin.com/posts/mauricio-tonon-585722267_genai-reve-aiimagegenerator-activity-7315464310049193984-g07J
Paris Saint-Germain (2024). PSG Home Kit Launch 2024/25 [Twitter post].
https://x.com/i/status/1788826888393179529
Gloo Digital (2024). Would You Believe AI Made This PSG's New Kit Reveal?
https://www.gloo.digital/blog/would-you-believe-ai-made-this-psgs-new-kit-reveal
Leaders Net. (2024) Vodafone launches first fully AI-based advertising campaign
https://www.leadersnet.de/news/84836,vodafone-launcht-erste-vollstaendig-ki-basierte-werbekampagne.html