How AI is Changing Content Creation: the Launch of a New Agency in Ukraine

Media consumption has never been so diverse—or so fleeting. According to SQ Magazine, the average viewing time for a single piece of content on mobile is just 1.7 seconds before a user decides to engage or swipe on.

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

To meet these challenges, the advertising and communications company Razom Group is launching a new agency—AICON. AICON’s core mission is to provide clients with a fast and convenient content-creation service, shorten production timelines, and optimize costs.

“AI is the factor that kicked the old paradigm out from under us,” explains Serhii Kolos, Chief Creative Officer at AICON. “Neural tools finally brought together speed, price, and quality in a way clients were missing. What’s more, it’s a true game changer for media holding companies because it opens new possibilities for executing media strategies.”

The unit’s first projects looked more 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 simplified collaboration chain among all participants.

“Previously, creating a storyboard and animatic required an illustrator, a motion designer, and a sound engineer. Now you can do it all with a set of neural tools in a single day. Or, if you need to make sure a banner follows every rule, you can just ask a custom GPT,” says Serhii Kolos.

At the same time, the team stresses that the speed of the final result depends heavily on the client.

“The content-creation process has accelerated, but the approval procedures and the time they take still belong to the old reality. Businesses need to learn to accept the new rules of the game—then they’ll truly get a qualitatively new result,” adds Kateryna Kozii, Chief Executive Officer at AICON.

AI content is also reshaping professional requirements: today, an AI creator must be in constant learning mode, testing new tools and tracking neural-model updates. Without steady practice and a well-developed “visual library,” expertise quickly loses relevance—and with it, the company’s competitiveness, the team explains.

For clients, content can be rapidly adapted to various formats, aligned with trends, and even re-edited or reshot—saving budget and increasing ROI. Thanks to AI, businesses gain a broader range of content options and therefore maximum opportunities in a fragmented media landscape, the AICON team notes.