The evolution of new technologies often follows a familiar pattern: their capabilities grow exponentially, while human adoption tends to be cautious and gradual. It takes time for us to adapt to innovations, to familiarize ourselves with them, and to integrate them into our daily workflows. This is precisely what we are witnessing with AI-driven technologies—particularly in the realm of film and video production.

Over the past two years, I have extensively explored audiovisual AI production tools. This deep engagement has significantly expanded my perspective, and I am convinced that Artificial Intelligence will redefine the way commercials are created—particularly in terms of creative freedom and efficiency. However, this evolution presents both opportunities and challenges for the industry, impacting the entire value chain. From creative agencies and film production houses to lighting and sound rental services, numerous industry players will face increasing pressure to adapt to the new landscape.

AI presents an unprecedented opportunity to rethink creativity and efficiency in commercial production. Visually compelling and emotionally engaging advertisements can now be produced at a fraction of the traditional cost, allowing even small and medium-sized businesses to execute campaigns at a level previously reserved for global brands. This democratization of media production enables untold brand stories to be heard and new audiences to be reached. Niche products and startups, for instance, can leverage AI-powered tools to create high-quality advertisements that rival those of major agencies.

The future of commercial production lies in a seamless fusion of technological advancements and human creativity. The shift is inevitable—but it brings with it a wealth of opportunities to redefine advertising. For those willing to embrace change and challenge existing paradigms, this era promises unparalleled creative possibilities. One thing remains clear: human ingenuity remains the driving force behind AI content creation, as it is ultimately people who harness these tools to shape their artistic vision.

“Home Guard Pro” is a lighthearted commercial that I produced using a fully AI-assisted workflow—excluding only the ideation and scriptwriting phases. The story revolves around a charming elderly lady who, while out shopping, realizes she has forgotten her grocery list at home. Thanks to cutting-edge technology, she devises a clever solution to complete her shopping seamlessly.

With over 20 years of experience in audiovisual media production, I have a comprehensive understanding of the costs and complexities involved in traditional commercial production. Conventional workflows require numerous production steps, demanding extensive resources and meticulous planning.

A traditional production of a commercial like “HomeGuardPro” would involve multiple locations—such as a retro-style kitchen, an exterior house shot, a bus ride, and a supermarket scene—alongside two actresses and even a parrot. The sheer logistics of acquiring raw footage alone would be considerable, followed by post-production steps including editing, sound design, voiceover recording, and potentially custom music composition.

A conventionally produced commercial of this scope could easily demand a budget of 50,000 Swiss francs or more. In stark contrast, the AI-powered showcase was executed within just a few workdays. While the results may not yet be technically flawless, and AI still faces limitations in handling complex emotional nuances, the underlying data models are evolving rapidly—gradually overcoming these challenges. With each technological advancement, precision and versatility improve, pushing the boundaries of creative workflows ever further.

My personal approach is to merge my creative expertise with cutting-edge AI technologies, not only to enhance the efficiency of production processes but also to explore previously uncharted creative dimensions. To me, these AI tools are more than just technological instruments—they are catalysts that enrich and expand my creative signature.

Those who successfully integrate AI tools for routine tasks while preserving the unique emotional appeal of a brand will not only reduce costs but also set new industry standards.