Ads created with artificial intelligence: Do I see 3 is changing the strategy of the brands?

With the rise of artificial intelligenceall sectors are quickly adapting to this technology. It is clear that it has come to stay: does not seem to have an expiration date. Earlier this July, Google He officially launched I see 3an integrated gemini tool that uses AI to create realistic videos from text or images. In addition, it allows to incorporate synchronized audio, music (soundtrack) and dialogues between characters that you can define yourself.

Now, Anyone can create an innovative format that can even become viral. If you want to count a video -shaped joke and make it a trend, with I see 3 particular and brands you can take advantage of this tool.

What are causing the ads created with I see 3?

I see 3 offers quality, speed and versatility. But, Could this generate chaos in creative agencies or in audiovisual equipment? Or, on the contrary, can it become a great ally for creatives?

Currently, there are already brands and companies that are using this tool to create advertisements. Therefore, The phenomenon is already serious. The fact of Being able to perform campaigns without resorting to a traditional agency represents a direct threat to professionals in the sector.

Liquid Death: «Pulled Over»

The American canned water brand Liquid Death He threw himself into the pool and, at the beginning of July, presented on social networks an announcement created with AI that obtained a large audience. The project was developed by three creatives: Noam Sharon, Tal Rosenthal y Amir Ariely And they used I see 3, without financing or official authorization of the company. That is, it was an independent project that ended up the brand so much that decided Give visibility.

The announcement, one minute, is attractive and surprisingly realistic. It shows how a policeman stops a man to wear too many Liquid Death cans in the car. After talking, the officer discovers that it is Kevin’s birthday (the driver), and the final scene shows him singing “Happy Birthday” while delivering a cake on the middle of the highway.

The quality of the video makes it so real that the public has received it with enthusiasm. The highlight is that it was created without a budget and went viral. A new way of redefining what “making an ad.”

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Etoro and his campaigns with AI

The Fintech Platform eToro He has adopted AI as an ally for his advertising campaigns. Your new 30 -second ad, launched last week and titled «eToro is everywhere», He was obviously created with I see 3. Jason Zada, creative director of Secret Level, was behind the last advertisement of the platform.

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The piece was issued in 15 European countries and shows Surrealist situations such as scarves with sharks, do yoga with goats or jump with umbrella.

It is not the first time that Etoro is committed to this technology. In 2024, another announcement had already produced (“observes market movements”) where a bear and a bull compete in a dance duel. And in turn, The platform took the opportunity to buy an advertising fence in the Nasdaq Building of Times Square (New York) To capture this ad.

According to the magazine Ad AgeZada says that many brands are still afraid to use the use of AI and add: “I don’t think brands are advancing as fast as they should in this regard.” On the other hand, according to Shay chikotaycreative director and content of Etoro, IA has provided improvement points to the company in terms of the speed of creating content.

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KALSHI: Chaos as a strategy

Kalshi, a financial prediction market, also added to the trend. For the third game of The NBA finals which was July 11 and an announcement was launched with AI that was issued on YouTube TV. The project, led by the filmmaker specialized in AI, PJ welcomingmixed memes, aliens and parodies in the Grand Theft Auto.

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This announcement did not have the usual cost of a traditional agency: it cost alone 2,000 dollarsit was produced in two days and accumulated More than 3 million visualizations in X (formerly Twitter) and 180,000 on YouTube.

“We are incredibly satisfied with the result and effectiveness of the announcement so far”he declared Jack Suchrepresentative of Kalshi Media, according to the independent medium, NPR. Accetturo shared that to write the script used Gemini and Chatgpt, and subsequently integrated it into I see 3.

PJ Accetturo, the new star director. This young filmmaker is emerging as a great professional in the audiovisual world with AI. Also recently collaborated with Popeyeswhere he was in charge of performing A music video that promoted a free wraps offer. The curious? Again, the video was created with AI, consolidating a new trend where Music and advertising can create attractive and fast content to do.

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Coca-Cola: It jumped too fast

Not all brands achieved the success they expected. In winter last year, Coca-cola He tried to relive his iconic 1995 Christmas announcement («Holidays Are Coming») using real actors, real trucks and AI technology. However, The result was not well received. Many described him as «Soul campaign» And they saw him as a lack of respect for human creatives.

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The announcement was not created with I see 3, but involved three AI studies: Secret Level, Silverside AI y Wild Cardwhich worked with four different technological models.

Despite the stumbling block, Coca-Cola is not new in the use of this technology. In 2023, he collaborated with Openai to launch “masterpiece”, an audiovisual piece in which classic works of art came life while spending a bottle of coca-cool from one to another. For now, It is unknown if the brand will continue to use artificial intelligence in its next projects.

Will artificial intelligence replace creatives?

The debate is open. When observing these experiments, many fear that AI can replace jobs in creative agencies. However, most experts agree that this technology will not eliminate creatives, but that It will transform your role. Will become A support tool, not in a replacement.

Every time a video created with AI is released, two reactions arise: Those who celebrate it as innovation, and those who consider it a “catastrophe.” The key is to use it with criteria.

With the launch of Vista 3, the evolution of audiovisual technology as soon as it begins. In May 2025, four of the ten most followed creators on YouTube already published content generated with AI, according to Sherwood News. And of different themes: humor, music and informative.

Therefore, brands must start Seeing this technology as a complementary tool and not as a threat. The creation of videos generated with AI multiplies every hour and are contemplated in social networks. The most important thing is to recognize the commercial quality of these new forms of communication.