Volvo’s AI-generated ad: What it means for the future of advertising
Volvo used AI tools like MidJourney and Runway to create its latest ad. But is AI-generated content really the future of marketing?
Volvo just made a statement in advertising by launching its first-ever ad created entirely by artificial intelligence. The "Come Back Stronger" campaign, developed by Lion Creative, was designed for the Saudi market—but here’s the catch: the ad doesn’t feature a single car.
Keep reading to see how Volvo pulled it off and what it means for the future of AI in advertising.
💡 Pressed for time? Here’s the takeaway
- Volvo’s AI-generated ad focuses on human stories instead of showcasing cars, created for the Saudi market using MidJourney, Runway, and ChatGPT. It sped up production, cutting timelines from months to weeks.
- AI-driven content reduces costs and accelerates production, as seen in campaigns from Kraft Heinz and Mango. It also allows brands to experiment creatively, like Heinz’s AI Ketchup campaign.
- However, AI ads can feel inauthentic, as Levi Strauss faced backlash for AI-generated models. Brand safety risks remain, as seen in Coca-Cola’s AI holiday ad, and legal concerns persist, highlighted by the Getty Images lawsuit.
- AI is already reshaping advertising, but brands must balance efficiency with authenticity, originality, and legal risks.
What’s the Volvo AI ad about?
Instead of showcasing a vehicle, this 44-second spot focuses on human stories. It features runners speeding through the desert, an energetic crowd, and a young man in a red keffiyeh. The visuals were generated using MidJourney, while Runway production software polished the final look. The script was initially crafted by humans but refined with ChatGPT to give it a more powerful tone.
The ad, narrated in Arabic, pushes an inspiring message about ambition and perseverance:
"They say some dreams are too ambitious, but we've never believed in limits. Challenges didn’t hold us back. They pushed us forward."
Osama Saddiq, founder of Lion Creative, explained that the absence of cars was intentional—the goal was to craft a narrative that connects with Saudi culture rather than a typical product showcase.
This campaign isn’t just a creative experiment. It marks Volvo’s comeback in Saudi Arabia, coinciding with the opening of its first New Energy Vehicle showroom in Riyadh. Using AI didn’t just speed up production—it cut timelines from months to weeks.
According to Adweek, this AI-generated ad is expected to fuel debates about AI’s role in advertising. It’s a shift in marketing strategy, prioritizing human-driven storytelling over traditional car commercials.
Pros and cons of AI in ad content creation
Volvo’s move highlights a bigger trend: brands are embracing AI-powered content, but is it always a good idea? Here’s a breakdown of the benefits and risks:
Pros
- Cost Savings
AI-generated ads can significantly lower production costs. For example, Kraft Heinz used AI to optimize its content, cutting CPMs by 47% and increasing view-through rates by 5% in a World Cup campaign. - Faster Turnaround
AI speeds up content production. Mango used AI-generated models for its “Sunset Dream” campaign, drastically reducing time-to-market. - Creative Flexibility
AI allows brands to test bold new ideas with minimal investment. Heinz’s “AI Ketchup” campaign used DALL-E 2 to generate surreal ketchup-inspired images, leading to over 850 million impressions globally.
Cons
- Lack of Authenticity
AI content can sometimes feel robotic or disconnected. Levi Strauss faced backlash for using AI-generated models to showcase diversity, with critics calling it performative and lacking real representation. - Brand Safety Risks
AI can generate tone-deaf or controversial content. Coca-Cola’s AI-generated holiday ad faced criticism for its cold, unnatural visuals that lacked the emotional warmth of traditional campaigns. - Creativity Limits
AI pulls from existing data, which means it can lack originality and lead to repetitive, uninspired concepts. - Legal and Copyright Issues
AI-generated content raises questions about intellectual property rights. The Getty Images vs. Stability AI lawsuit is a warning that brands using AI-generated assets could face copyright disputes.
What this means for the future of advertising
Volvo’s AI-powered campaign shows how brands can push creative boundaries with AI, but it also raises bigger questions about authenticity, creativity, and legal risks.
AI-driven ads will likely become more common, but brands need to be careful. While AI can streamline production and lower costs, it shouldn’t replace the human connection that makes great advertising memorable.
Volvo’s campaign sets a new precedent for AI-generated storytelling, but it also sparks a conversation about where AI should—and shouldn’t—be used in advertising.
