Advertising is in the middle of a profound transformation. In the past, producing a commercial meant massive budgets, long shooting days, and large production crews. Today, artificial intelligence (AI) is reshaping this process fundamentally. Companies can now create an AI-powered commercial that delivers high-quality spots in less time and with fewer resources.

But what exactly is the difference compared to traditional production—and what new opportunities does this open up for brands?

One of the clearest advantages of AI lies in speed. Where productions once took weeks or even months, AI makes it possible to generate film sequences, voiceovers, or even complete storyboards in a fraction of the time.

This agility allows companies to react quickly to trends. A brand can launch a polished AI commercial within days—something unimaginable with classic workflows.

Even more powerful: AI enables personalized advertising at scale. Ads can be automatically adapted to different demographics—so younger audiences might see a different style, tone, or visual world than older ones. Studies show that personalized ads perform significantly better than uniform messages (Wirtschaftskammer Österreich).

Can AI replace human creativity? The answer is clear: no. Instead, AI complements the creative process. Humans still provide the stories, emotions, and ideas—while the machine helps bring them to life faster and in more variations.

This human–machine synergy enables creative teams to experiment more, prototype ideas visually in hours, and quickly test what resonates best.

Industry experts call this a “creative symbiosis” that redefines the classic production process (DUP Unternehmer Magazin).

Another strength of AI lies in data analysis. Algorithms can process vast amounts of customer data and extract actionable insights for campaigns:

• Which colors resonate with a certain age group?
• Which music triggers stronger emotional engagement in specific regions?
• Which formats convert best on mobile vs. desktop?

AI can answer these questions quickly and cost-effectively—making advanced audience targeting accessible even for small and mid-sized businesses (Sons of Marketing).

Despite the clear benefits, Germany is still lagging behind in international comparison. According to Google’s “Think with Google” report, only around 25% of German marketers actively use AI for creative production—far below the global average (Think with Google).

The biggest gaps lie in campaign measurement and trust in AI tools. Many marketers remain unsure how to integrate AI efficiently, and there is a lack of training and know-how.

However, momentum is building. More and more companies are running pilot projects, recognizing the efficiency gains, and partnering with agencies positioned as AI commercial specialists.

Looking abroad shows how advanced AI adoption already is:

• In the US and Asia, AI-generated films are widely used for social media campaigns, especially in fashion and beauty, where hyper-personalized content is highly effective.
• Global brands like Coca-Cola have produced AI commercials that gained worldwide attention (Coca-Cola “Masterpiece” Campaign).
• McKinsey emphasizes that companies investing in AI now will secure lasting competitive advantages (McKinsey).

Experts agree: In just a few years, AI commercials will be as commonplace as social media advertising is today.

AI commercials are not a fad—they are the logical next step in advertising production. They speed up processes, enable hyper-personalized messages, and democratize data-driven creativity.

But the human element remains irreplaceable: emotion, storytelling, and cultural nuance are still the heart of impactful advertising.

For companies, the message is clear: those who start integrating AI today will not only produce more efficiently tomorrow, but also communicate more effectively.

As a Berlin-based agency specializing in AI commercials, we at That Works Media create innovative spots for social media, TV, and streaming platforms.

From ideation and storyboarding to AI-driven production and distribution, we help brands communicate creatively and efficiently. Our productions merge cutting-edge AI tools with human storytelling—resulting in films that are both technically impressive and emotionally powerful.

👉 Learn more about our work and references at www.thatworksmedia.com or contact us directly to start your next campaign.

• Wirtschaftskammer Österreich – Personalisierte Werbung
• DUP Unternehmer Magazin – KI in der Werbung
• Sons of Marketing – KI im Marketing
• Think with Google – AI in Marketing
• Coca-Cola “Masterpiece” AI Campaign
• McKinsey – The Potential for AI in Marketing and Sales