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  • Writer's picture10 Days

AI Commercials: More AI or More Human Intervention?



When AI is used to generate commercials using such new and primitive technology as AI video generation, and the output is of high quality, it begs the question -- How much of it is AI and how much human intervention was required in post?


The person who created the ad (@hellolaco on YouTube) used Runway, one of the first AI text-to-video software. He was testing the new capabilities of their latest model, RunwayML Gen-3 Alpha, which he says is a significant improvement from previous models. The creator has said that he has not just used raw footage but has had to make some alterations and enhancements. He mentioned having to edit out certain things such as additional vehicles. Additionally, He comped on the vehicle logo as well as the licence plate. The copy, VO and music were also added in as text to video has not evolved to a stage where this process can be automated.


Although some elements required human intervention, recreating this commercial without AI would take a few months to achieve. As this ad relies heavily on special effects generated by AI such as greenery taking over cityscape, drone shots over a fictional city etc... One can only imagine the amount of human power required to recreate this through traditional VFX.


This ad is a testament to the potential to working with AI but not completely relying on it. A "trained eye" is required to select the footage, and a human needs to craft and build a prompt as most times typing out "I want to see x,y,z" is not enough to get a rich useable output. A VFX background is still necessary to polish, add or remove certain aspects to make it true to ones vision. However, the feat of making a car commercial with such elaborate VFX in 24h is an achievement that would not have been possible before this technology. This speaks to how powerful of a tool AI can be.


The creation of this AI-generated car commercial showcases the incredible potential of AI in the advertising industry. While human intervention is still necessary to refine and polish the output, the ability to create such a high-quality ad with elaborate VFX in just 24 hours is a testament to the power of AI technology. As AI continues to evolve and improve, it is likely that we will see more and more commercials and creative projects utilising this technology. However, it is important to note that AI is not a replacement for human creativity and expertise, but rather a tool that can be leveraged to push the boundaries of what is possible in the world of advertising and beyond.

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