And like most AI-generated videos, there are some scenes that look more like surrealist paintings than actual footage.
Financial services platform Etoro is the latest brand to unveil ads created with the help of generative AI.
The 30-second video spot, titled “Be the Investor You Want to Be,” features AI-generated characters playing fictional Etoro users and centers around the message that the platform allows users to study and emulate the specific strengths of different investors around the world.
AI-powered
View FAQ
“Who am I?” the narrator asks at the beginning of the ad. “I'm a person who can be 100 different investors at once.”
The visuals for the new ads were created using LTX Studio, an AI-powered video generation and editing tool developed by software company Lightricks. All other elements of the video spots, including the script, music and audio, were also created with the help of various generative AI tools.
“This process allowed us to imagine without the limitations we normally have in real life,” Etro's chief marketing officer Nir Smulewicz told The Drum. “It was a really interesting process to go through. It gave us the freedom to dream, iterate and add elements during the editing process.”
The commercial is scheduled to air during the Paris Olympics, which opens on Friday, July 26th.
Until recently, TV ads generated by AI tools were limited to parodies, but a series of innovations has quickly turned laughs into frowns as marketers can create lifelike AI-generated videos with just a few keystrokes.
But AI-generated video is far from a perfect science at this stage, and Etoro's new ad is a good example of the technology's limitations. Look closely and you'll notice the glitches: the digital text on a subway arrivals screen is garbled and incoherent, a man appears frozen inside the glass doors of a bus, and flowers are depicted as growing much taller than an adult man.
Etoro's Smulewicz acknowledges that the implementation of AI in the brand's marketing efforts is still a work in progress. “We're still at the beginning of our AI journey and have learned a lot from this campaign,” he says. “While this campaign is definitely an early experiment, we're very happy with the results and look forward to further integrating AI initiatives across our marketing efforts in the future.”
Now, more marketers are experimenting with AI-generated videos, if only to highlight the technology's capabilities for their brands. For example, retailer Toys R Us rolled out a video ad created with Sora, a text-to-video platform developed by OpenAI (after a lukewarm public response to the video, which depicted the brand's founder's childhood dream).
Recommended Newsletters
Daily Briefing
every day
Check out the most important news of the day, hand-picked by our editorial team.
This week's ad
Wednesday
See the best ads from the last week all in one place.
Drum Insider
Once a month
Learn how to pitch your piece to an editor and get published on The Drum.
Sports drink brand BodyArmor also released an ad created in part with AI during Super Bowl 53 in February, but the commercial was a tongue-in-cheek stunt aimed at highlighting the technology's shortcomings.
To learn more about the latest trends in AI, Web3, and other cutting-edge technologies, sign up for our Emerging Tech Briefing newsletter.
