AI is the factor that’s kicked the old paradigm to the curb: neural tools finally deliver the blend of speed, cost, and quality clients were missing. What’s more, it’s a true game changer for media holdings, opening new ways to execute media strategies,
explains Serhii Kolos, Chief Creative Officer at AICON.

The unit’s first projects looked much like classic agency work—a social campaign for Danone and a digital campaign for Lovare. The key difference was a compressed production timeline and a simpler collaboration chain.

“Previously, to create a storyboard and animatic you needed an illustrator, a motion designer, and a sound engineer. Now a set of neural tools can do it within a day. Or, if you need to make sure banners follow every rule, you can ask a custom GPT,”
says Serhii Kolos.

At the same time, the team stresses that the final turnaround still depends largely on the client.
“The content-creation process has sped up, but the approval routines—and the time they take—still live in the old reality. Businesses need to accept the new rules of the game; that’s when they’ll truly see a new level of results,”
adds Kateryna Kozii, Chief Executive Officer at AICON.

AI-driven content is also reshaping professional requirements: today an AI creator must keep learning, testing new tools, and tracking model updates. Without constant practice and a well-trained eye, expertise quickly becomes outdated—and so does a company’s competitiveness, the team notes.

Clients can rapidly adapt content for different formats, respond to trends, and re-edit or “reshoot” scenes—saving budget and increasing ROI. Thanks to AI, businesses gain more content options and, therefore, maximum opportunity in a fragmented media landscape, the AICON team says.