A New Era in Corporate Advertising with Generative Artificial Intelligence

CONVERSATIONAL AI

A New Era in Corporate Advertising with Generative AI

Artificial intelligence systems that are rewriting the rules of creativity are radically transforming the way brands tell their stories. In this article, we explore the opportunities created by advertising campaigns entirely produced with generative AI, using examples from brands that have embraced this technology.

A Brief History of New Creativity

Imagine an ad set where no camera is rolling, yet cinema-quality content is produced. There are no actors or directors—just well-crafted prompts, a strong brand story, and an AI model. OpenAI’s Sora and Google DeepMind’s Veo are pushing corporate advertising into a whole new dimension with their text-to-video generation capabilities. This transformation is not only technical—it’s a redefinition of creative strategy, brand identity, and production workflows.

At CBOT, we closely follow this new era of creativity ushered in by generative AI. These technologies, which are reshaping the creative communication strategies of organizations, offer not only cost and speed advantages but also open up new arenas in personalization, engagement, and ethical responsibility.

The New Architects of Creative Content: Sora and Veo

Sora: Visual Intelligence for Emotional Storytelling
Developed by OpenAI, Sora can produce realistic videos up to one minute long. With scene construction that follows the laws of physics, powerful non-verbal storytelling, and detailed motion synchronization, it brings a fresh breath to cinematic content. The commercial “The Origin of Toys ‘R’ Us”, showcased at Cannes Lions 2024, was entirely created using Sora. The story, in which Charles Lazarus meets mascot Geoffrey in a dream, highlighted AI’s potential in storytelling.

Veo: Speed, Form, and Flexibility
Google DeepMind’s Veo model can generate eight-second videos in 9:16 format and 1080p resolution. It creates content suitable for A/B testing in a short time, complete with synchronized audio. Its latest version, Veo 3 Fast, has become ideal for marketing campaigns that require rapid production.

Real Examples of AI-Generated Campaigns

Toys R Us: A New Face of Nostalgia
After the closure of its stores, Toys R Us made a strong comeback with a one-minute AI-produced commercial screened at Cannes. The film follows the brand’s founder dreaming of meeting Geoffrey the mascot. Hundreds of AI-generated scenes were narrowed down and woven into a single narrative. Nostalgia and technology were successfully blended.

eToro: The Cinematic Face of Fintech
The online investment platform eToro produced lifestyle-themed videos specifically for the Italian market in collaboration with Google DeepMind. Dreams like driving a sports car in Tuscany or having a wedding at Lake Como were realistically brought to life by Veo 2.

Coca-Cola: “Create Real Magic”
Coca-Cola reimagined the Santa Claus figure in an interactive experience where consumers could chat with Santa by scanning a QR code. Personalized content and city-based scenes offered a unique story for each consumer. Coca-Cola created a one-of-a-kind user experience by blending AI technologies with brand heritage.

Bodyarmor: Fiction That Plays with Reality
In the Super Bowl ad “Field of Fake,” viewers are first shown a world filled with artificial visuals and voices—until real athletes step in with the message: “There’s nothing more real than real.” The brand’s strategy was based on deliberately using synthetic content to toy with the perception of reality.

Starburst: 479 Million Combinations
The Mars-owned candy brand Starburst used AI’s capacity for diversity to the fullest in its “Different Every Time” campaign. Over 479 million possible consumption scenarios were generated from 12-pack combinations. Hundreds of videos with anime, futuristic, and geometric themes appeared on social media.

Dove: Redefining Beauty
Unilever’s Dove brand launched a campaign addressing AI’s biases around beauty standards. Alongside the film “The Dove Code,” it published the Real Beauty Prompt Playbook, a guide offering prompt examples to help AI models generate more inclusive visuals.

Motorola: Style Meets Technology
For its foldable phone series Razr 50, Motorola created the “Styled With Moto” campaign using entirely AI-generated virtual models and designs. With the integrated use of tools like Adobe Firefly, Midjourney, and Comfy UI, original outfits were created based on brand colors.

Ajio: From 2,000 Images to 22 Scenes
India-based Ajio matched market crashes with discount offers in an AI-powered film for its “The Great Fashion Price Crash” campaign. In just four days, 2,000 visuals were turned into 200 videos, from which 22 scenes were edited. Music and voiceovers were also AI-generated.

Viral Video: Bouncing Bunnies on a Trampoline
A viral TikTok video showing rabbits bouncing on a trampoline quickly captivated viewers. However, analysis revealed it was created using Google Veo 3 and wasn’t real. This case highlights both AI’s power to produce viral content and its potential risk for misinformation.

The Four Powers of AI in Advertising Strategy

Speed and Scale:
Ajio’s 22 scenes in four days and eToro’s rapid localization showcase AI’s ability to dramatically shorten production timelines.

Personalization:
Coca-Cola’s Santa Claus experience provided personalized interactions with unique scenes for each user.

Creative Diversity:
Starburst’s hundreds of variations prove that creative concepts can be infinitely multiplied with AI—supporting A/B testing and micro-targeting.

Ethics and Responsibility:
Examples like Dove’s playbook remind brands that diversity, inclusivity, and social responsibility must be considered when working with AI.

A Roadmap for AI-Driven Advertising

Clarify Your Brand Story:
The Toys R Us ad worked because it was rooted in a strong narrative. To get value from AI, you first need to decide what story you want to tell.

Detail Your Prompts:
What time period? Who’s involved? What kind of atmosphere? Details directly affect the visual language you’ll get from AI.

Learn from Variations:
Like Starburst, producing hundreds of versions and selecting the best-performing ones is one of the most rational ways to use AI in advertising.

Set Ethical Guidelines:
Guides like the Real Beauty Prompt Playbook can help show generative AI what “inclusivity” looks like.

Conclusion: AI Doesn’t Write the Story—It Tells It

Generative AI is a powerful partner in creative advertising. But it’s important to remember: AI is only as good as the inputs it’s given. Brand identity, storytelling, and creative strategy are still human responsibilities. Sora or Veo can deliver extraordinary results—but only when properly directed.

For corporate brands, this technology offers serious advantages in speed, personalization, and creative diversity. But it also comes with a new sense of responsibility. It’s possible to be creative with AI—but staying creative still requires the human touch.