Audience attention is harder than ever to hold. On average, people spend just 1.7 seconds on a single piece of content before scrolling past, according to SQ Magazine.

At the same time, audiences are becoming increasingly diverse. A single universal video or creative can no longer satisfy all audience segments. For brands, this means one thing: they need far more content, produced quickly and efficiently—and tailored to each segment’s specifics.

To meet these challenges, the advertising and communications company Razom Group is launching a new unit — AICON — to help brands create content with AI.

Today’s Challenges

Media consumption is increasingly fragmented. Every platform—from CTV and retail media to social networks—plays its own role in a campaign, influences consumers differently, and has its own rules for holding attention. That’s why brands can no longer win with one universal video for all channels.

Effective communication today is built around audience, context, and creative. This opens space for tactics that actually work: dynamic video, personalized formats, social triggers, and rapid A/B tests with ROAS measurement.

“AI is the factor that kicked down the old paradigm,” explains Serhii Kolos, Chief Creative Officer at AICON. “Neural networks have brought a mix of speed, cost, and quality that clients previously lacked. Moreover, it’s a true game changer for media holding companies, as these tools create new opportunities to execute media strategies and adapt content for different audiences.”

How AICON Works

While the market debated whether AI would take people’s jobs, AICON steadily picked up momentum. The unit’s approach reflected the market shift: alongside testing AI tools, clients received classic services—adaptations, resizes, standard video shoots, FOOH, Naked Eye, and more.

The unit’s first projects looked more like traditional agency work—for example, a social campaign for Danone and a digital campaign for the Lovare brand. They delivered strong results, scored at the MIXX Awards, and the team is optimistic about Effie. The key advantages of working with the unit: projects take less time, and team collaboration is simpler. The unit is now integrating AI across all stages of content production.

“In the past, you needed an illustrator, motion designer, and sound engineer to create a storyboard and animatic,” says Serhii Kolos. “Now you can do it with a set of neural tools in a day. Or, if you need to ensure your banners strictly meet volume requirements—ask a custom GPT loaded with all the rules. Tools like these are multiplying fast.”

Here’s a clear English version:

The team’s view: faster production, same critical steps

The unit’s team notes that despite accelerated production, some stages remain unchanged. For example, the speed of the final result largely depends on the client.

“Content production has sped up, but the approval process for creative materials—and the time it takes—still lives in the old reality. Businesses need to learn to accept the new rules of the game to truly get a new level of results,” says Kateryna Kozii, Chief Executive Officer at AICON.

Legal challenges

One of the pitfalls every brand must understand is the legal restrictions that arise when using AI. A space that used to be a “wild zone” is becoming regulated.

“The first hook a neural network throws you is so-called commercial usage if you have a paid subscription,” says Yurii Mekeda, Head of the Legal Department at Razom Group. “That’s where most freelancers stop. But the devil is in the details—license terms for AI-generated content may include additional restrictions on the channels where content can be placed, so you need to study the full list of rules and licensing terms carefully.”

Beyond visible watermarks, neural networks also use digital signatures, such as Google’s VEO. Understanding how and where you can use content is now a must for the industry.

New requirements for specialists

AI content is also reshaping professional requirements in the industry.

“An AI-creator is part eternal student, part R&D, part beta-tester,” notes Serhii Kolos. “Previously you could learn three to five tools and be set—then it was all about taste, experience, and talent. Now model updates happen monthly, even weekly, alongside new tools emerging. You have to master it all very quickly.”

That’s why time for self-education and tool testing is baked into the team’s schedule. It’s a strategy: without constant practice and “visual literacy,” expertise quickly becomes outdated—and with it, a company’s competitiveness.

What AICON clients get

Back to the key question: what advantages does this give businesses?

“Thanks to AI, brands are far less constrained by traditional production limits. You can come with a video brief and have a ready-to-air asset by the end of the week—that’s a normal cadence,” shares Svitlana Homan, Growth Director at Razom Group. “What’s more, you can ‘reshoot’ or extend scenes later if other formats demand it. A situation where a client has a media budget but can’t afford classic production is no longer a verdict. Content now comes fast and on an optimal budget.”

Today the unit focuses primarily on video—from rapid social adaptations to large-scale campaigns. The team also works with display graphics, audio, and non-standard formats, actively testing interactivity and personalized solutions.

AICON shows how a media holding can organically integrate AI into its workflow. AI is shaping the present. It delivers speed, adaptability, and quality control—helping create relevant content for each audience segment and boosting ROAS. “Most importantly, businesses get more choice—and therefore maximum opportunity in a fragmented media landscape,” the AICON team concludes.