How Artificial Intelligence Is Changing the Rules of the Game in Advertising

A year ago, few people perceived AI as a real competitor to production or post-production teams. But unlike humans, AI constantly learns — even while you are reading these lines.

And when generative AI began producing decent FULL HD output, the market started to change.

First, AI creators appeared. They were used by brand teams, creative agencies, and production studios.

These were the times when AI content still looked exotic and mysterious, and the price for it could be set extremely high.

The flow of orders already showed serious numbers, and taking advantage of this exclusive moment, AI agencies emerged.

They began to claim a new piece of the pie, taking work from creative agencies, production studios, and post-production teams — because they could offer brands both creativity and content production under one roof and at a very competitive price.

The End of Magic: Why the Era of “AI Wizards” Has Ended

Today this trend is coming to an end. Why?

Because using AI to create content has radically simplified and stopped being something complex or reserved for the chosen few.

Creative agencies, catching up with the trend, are already actively using AI as just another tool that every creative specialist should know.

And believe it or not, any art director in a creative agency with shooting experience will easily outperform an AI creator who does not have such experience.

The ability to correctly formulate prompts for AI creatives alone is no longer enough.

AI vs Production: Who Will Win the Fight for Brands

Production companies are currently in the most difficult position.

Their main strength — the ability to combine a large number of specialists on one project — is now under threat.

Because now, behind one second of video there is not a team of 30–40 people, but one person and 5–7 neural networks.

Therefore production companies either hire AI specialists in-house or train post-production specialists with new skills.

Those who adapt will survive.

And we have reached a point where a brand can go for content:

  • to a creative agency that will create both the idea and the video using AI
  • to an AI agency, because AI-based creativity there may be stronger than in creative agencies or production studios
  • to a production company — where the full package of production, creativity, and AI production is also present
  • to a media agency — because large media holdings are already introducing their own AI units, and the client effectively receives content already aligned with the media strategy.

Who wins in this situation?

The client wins.

How Brands Optimize Time and Budget Thanks to AI
Let me give a simple example.

We developed a media strategy for VST Bank. The campaign had to be launched within a tight timeframe: create a creative idea, content, and a video.

Moreover, some materials — particularly OOH advertising with the characters from the video — had to be released before the video itself, as well as some other deliverables.

For classic production, where everything moves sequentially — first filming, then photos, post-production, music, adaptations for radio and banners — this task was almost impossible within the deadlines.

Although we are a unit specializing in AI content, we prepared an honest comparison: creative options, an approximate cost estimate from a production company, and the cost of an AI alternative.

According to Albina Polishchuk, Marketing Director of VST Bank, during the preparation of the campaign the team was choosing between classic production and AI solutions:

“We hesitated, but saw that with the right approach artificial intelligence can become an effective alternative to traditional filming.”

This round was therefore won by AI over traditional filming.

It was a bold decision and a certain risk, because this was not about SMM or local activity — the created content was even intended to be shown in cinemas.

What Brands Get From Using AI in Production

AI made it possible to achieve a level of control that is simply impossible in classic production.

The client could simultaneously change plots for OOH advertising, adjust scenes in the video, and test variations — without the linear dependency of stages.

As a result, the OOH campaign with the characters from the video started even before the video itself was finished.

Even after the campaign ended, the brand retained an advantage — it could refresh content working for brand equity at any moment: change the season, make campaign characters speak, and create derivative materials in unlimited quantities.

Such flexibility and speed are becoming the new standard for brands working with AI.

How to Start Working With AI in Creative: Step-by-Step Tips

Do not give money to info-scammers. Courses like “All AI secrets for $2” or “Start earning $3000 per month with AI” are red flags.

Do not perceive AI as a universal solution. Questions like “Can this be done with AI?” are becoming more frequent — and sometimes annoying — because AI is still not all-powerful.

Start with small subscriptions to AI aggregators.

Follow leading AI creators.

Follow leaders in video generation (benchmarks like Sora and Veo).

Always have a plan B if neural networks fail.

Be patient — AI is not difficult, but at the beginning it can be stressful because results are not always guaranteed.


Conclusion: Who Wins the Battle Between Creativity and AI
Is everything perfect now? No. The content is still not ideal — it is not yet natural 4K, and sometimes digital artifacts can be noticed.

But as mentioned earlier, AI constantly learns — even while you are reading these lines.

Therefore in this “battle royale”, the client wins first of all.

And also those who are able to both create the idea and ensure its implementation — quickly, efficiently, and without unnecessary intermediaries.

Serhii Kolos

Chief Creative Officer, AICON