Artificial intelligence is making its way into the pages of Vogue and onto Wimbledon’s grass courts, continuing to push the boundaries of what audiences see as acceptable in marketing. In recent weeks, the use of generative AI has once again sparked debate – this time after Guess featured an AI-created fashion model in its print ads, which highlighted how AI can challenge the consumer ability to differentiate between real and unreal.
Brands that are willing to risk potential backlash are continuing to release AI-powered video ads, such as financial tech platforms Kalshi and eToro that implemented Veo 3. Veo 3 is a text-to-video model that was developed by Google Deepmind, which creates videos based on user prompts – this version can also generate audio. The synchronized audio, which includes dialogue, sound effects and ambient noise, is there to match the visuals used which the CEO Demis Hassabis described as the moment AI video generation left the era of silent films.
- Kalshi x eToro x Veo 3
Fintech platforms Kalshi and eToro have built a reputation for pushing advertising boundaries, in part because they appeal to a crowd of internet-savvy, meme-loving traders. Since June, both have rolled out AI-generated ads that lean into the medium’s inherent unpredictability.
A spot ran by Kalshi during the NBA Finals drew significant attention as it was named the first AI-generated commercial to appear in a championship game for such a major sporting event.
However, the milestone would have been a major one if it had been streamed on TV broadcast rather than YouTube. Live broadcast still holds the top tier for sports advertising, so the ultimate test will be when a major brand debuts an AI spot during the Super Bowl.
- Walmart’s Sparky x agentic AI
In July, Walmart unveiled its agentic AI strategy, introducing an automation layer across every part of its business. The company showcased four “super agents” designed to support store and office associates, marketplace sellers, developers, and customers.“It’s just like having a conversation with a Walmart associate,” explained Hari Vasudev, Walmart U.S. chief technology officer, in an interview with Ad Age.
Sparky, the shopper-facing assistant, aims to replicate the in-store experience while Marty is Walmart’s AI assistant built for sellers, advertisers, and creators. According to Ad Age, which was given the first look, said the tool will help advertisers run campaigns across Walmart’s platforms and eventually support all facets of marketing through Walmart Connect and Walmart Data Ventures.
- Guess x Vogue
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The blonde model featured in Guess’s recent Vogue print ad wasn’t real – but the attention it attracted certainly was, and not all of it positive. The ad showed a woman wearing pieces from Guess’s summer collection, yet the image was entirely AI-generated by creative agency Seraphinne Vallora.
The agency produced 10 drafts, out of which 2 were selected for the summer campaign, and stated that they aren’t trying to replace human models, emphasizing that they even offered models services of creating “AI digital twins”.
Critics pointed out that while fashion and advertising have been working for decades to promote more diverse and attainable body images, AI could potentially reverse that progress by making “perfect” yet non-existent models the norm.
- Ikea x Oatly x Veo 3
Sometimes standout creative work comes without a paycheck – such as the IKEA and OATLY spec ads from Salma Aboukar, founder of Qreates studio. These pieces illustrate how Veo 3 has quickly gained popularity among online creators as a go-to tool for generating video content.
- @Miazelu x Wimbledon
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“You don’t need to be louder to be heard,” read the caption on a recent Instagram selfie from @miazelu. As it turns out, you don’t even have to be human. The AI-generated influencer gained viral attention during last month’s Wimbledon tournament, appearing in staged courtside shots and sipping an Aperol spritz in another post – despite never actually attending the matches. After all, Mia Zelu isn’t real.
Comments on her posts reveal the curious connections influencers, even artificial ones, can forge with audiences. Followers left kiss emojis, words of encouragement, and sarcastic remarks for the virtual model.
