- Etoro’s new ad, “Be the Investor You Want to Be,” will premiere during the Paris Olympics.
- The 30-second spot features AI-generated characters portraying fictional Etoro users.
- Visuals and all elements of the ad, including script, music, and voiceovers, were created using generative AI tools.
- The ad highlights both the potential and limitations of AI in video production, showing glitches and anomalies.
- Etoro’s chief marketer, Nir Smulewicz, views this as an early experiment in AI-driven creativity, with plans for further AI integration in marketing.
- The ad reflects a growing trend of brands experimenting with AI-generated content, alongside other recent AI initiatives by companies like Toys R Us and Bodyarmor.
Main AI News:
Financial services platform Etoro is set to debut a groundbreaking advertisement created with generative AI, scheduled to air during the Paris Olympics. This 30-second spot, titled “Be the Investor You Want to Be,” marks a significant moment in the evolution of AI-driven marketing. The ad features a series of AI-generated characters portraying fictional Etoro users, with the central theme being that the platform allows individuals to analyze and emulate the unique strengths of investors from around the world.
The advertisement opens with a thought-provoking line from the narrator: “Who am I?” The response, “I’m the one who can be 100 different investors all at once,” encapsulates the ad’s innovative concept. The visuals for this spot were crafted using LTX Studio, an AI-powered video generation and editing tool developed by Lightricks. In addition, every element of the ad, from the script and music to the voiceovers, was created with the assistance of various generative AI technologies.
Nir Smulewicz, Etoro’s chief marketer, shared insights with The Drum on the creative process behind the ad. “The process allowed us to imagine without the boundaries that we usually encounter in real life. It was a really interesting process to live through. It gave us the freedom to dream, iterate, and add more elements during the editing process,” Smulewicz remarked. This approach represents a bold leap into the realm of AI-driven creativity, pushing the boundaries of traditional marketing.
The ad’s premiere on July 26 aligns with the high-profile Paris Olympics, providing a significant platform for showcasing Etoro’s innovative approach. However, the ad also illustrates the current limitations of AI technology. Observant viewers may notice several glitches: digital text on a subway arrivals screen appears garbled, a character seems frozen in a bus doorway, and flowers grow to unrealistic heights. These imperfections highlight the growing pains of AI video production.
Smulewicz acknowledges that Etoro’s venture into AI marketing is still in its nascent stages. “We are still very much at the beginning of the journey with AI. We learned a lot from this campaign. This campaign is definitely an early experiment; however, we are thrilled with the outcome and look forward to integrating further AI initiatives across our marketing efforts,” he explained. This candid assessment underscores the ongoing development and refinement of AI technologies in advertising.
As AI-generated video becomes increasingly common, many brands are exploring its potential. Retail giant Toys R Us recently released an AI-generated ad using Sora, a text-to-video platform developed by OpenAI, though it received mixed public feedback. Additionally, Bodyarmor released an AI-assisted ad during Super Bowl LVIII, which was designed as a humorous commentary on the technology’s limitations. These examples reflect a broader trend of brands leveraging AI to push creative boundaries while navigating its current technological constraints.
Conclusion:
Etoro’s AI-generated advertisement represents a significant advancement in marketing, showcasing the potential of generative AI while also exposing its current limitations. The use of AI in creating this ad highlights a broader trend where brands are increasingly adopting AI technologies to enhance creativity and operational efficiency. However, the imperfections noted in the ad serve as a reminder that AI is still evolving. As more companies explore AI-driven content, the market is likely to see both rapid innovations and continued challenges, necessitating ongoing refinement and adaptation in AI applications.
