Google Unveils First Ad Created Entirely With AI

Generative AI is rapidly becoming a part of our digital world, with powerful tools like OpenAI's Sora and Google's Veo 3 pushing the boundaries of what's possible in video creation. In a move that was widely anticipated, Google has now leveraged its own technology to produce its first-ever advertisement created entirely with artificial intelligence.

An AI Turkey's Great Escape

The new ad, which began airing on TV and in theaters, was crafted using Google's advanced Veo 3 video generation model. Titled "Planning a Quick Getaway? Just Ask Google," the ad tells the story of Tom, a charming, plush-like turkey with a strong sense of self-preservation. With Thanksgiving approaching, Tom uses the Google app's AI Mode on a phone to mastermind his escape from the farm. The ad follows his journey to freedom, showcasing the creative potential of AI in storytelling.

By featuring a non-human character, Google cleverly avoids the "uncanny valley," a common issue where AI-generated humans look unsettlingly artificial. This ad is just the beginning, with Google planning a series of AI-generated spots for the holiday season, including an upcoming Christmas version.

The Creative Vision and Industry Concerns

Robert Wong, VP and co-founder of Google Creative Lab, explained to The Wall Street Journal that the team's goal was to create a nostalgic feeling, which they then realized using Veo 3's capabilities. Wong also acknowledged the widespread concerns about AI's role in creative fields, particularly the fear of "AI slop" flooding the market.

"I have the same concerns," Wong admitted, but he emphasized that the quality of an ad is determined by the people behind it, not the tool itself. "There were bad ads before AI and there’ll be bad ads after AI, and the only people who can stop it are the people behind the ads."

Transparency and AI Disclosure

Interestingly, the ad itself doesn't carry a specific disclaimer about its AI origins. However, as noted by 9to5Google, the video on YouTube is marked with an "Altered or synthetic content" label. According to a YouTube support page, this label is used for content, including videos, that is significantly modified or generated by AI.

Wong suggested that while marketing professionals might be focused on the technology, most viewers won't be concerned with how an ad was made. While this may be true for a lighthearted ad like this one, it raises questions about the future, especially as generative AI becomes more capable of replacing human artists in media and advertising. For now, this turkey's tale marks a significant first step into a new world of AI-driven creativity.