Google’s First AI-Generated Advertisement: A Blend of Innovation and Unease
Whether we embrace it or resist it, generative artificial intelligence has rapidly embedded itself into modern technology. In recent years, the evolution of AI systems especially those capable of producing realistic video, such as OpenAI’s Sora and Google’s own Veo 3 has accelerated dramatically. Now, in a landmark moment for digital media, Google has unveiled its first commercial fully produced by AI.
According to reports from The Wall Street Journal, the company relied on Veo 3’s advanced video-generation engine to craft the ad. Initially broadcast in movie theaters and on television screens, it will soon expand across social networks and various online platforms. The timing is deliberate, aligning with the holiday advertising rush.
Meet Tom: A Plush Turkey With a Plan
Titled “Planning a Quick Getaway? Just Ask Google,” the commercial stars Tom a soft, toy-like turkey with expressive eyes and a mischievous personality. His mission? Avoid becoming part of a Thanksgiving feast. In one scene, Tom reaches for a smartphone (presumably a Google Pixel) and activates AI Mode in the Google app. From there, we watch him strategize a daring escape from his farmyard coop.
It’s a whimsical scenario, almost reminiscent of a children’s animated film. And without giving away the ending, Tom’s resourceful antics pay off proof that even a fictional bird can outwit holiday tradition with a little algorithmic assistance.
No Humans, No Uncanny Valley
Interestingly, Google sidestepped the uncanny-valley pitfall by focusing on an animal protagonist rather than a lifelike human figure. This choice likely helped avoid discomfort among viewers who might otherwise feel uneasy watching synthetic humans speak and move. Yet, questions remain. For example, was Tom’s voice also generated by AI? Google hasn’t clarified that detail.
The company has already teased that another AI-crafted ad will arrive before Christmas. Imagine Santa’s elves outsourcing toy-making logistics to neural networks an amusing, and slightly unsettling, thought.
Creative Nostalgia Meets Technological Disruption
Robert Wong, Google Creative Lab’s co-founder and vice president, explained that the concept was designed to evoke nostalgia. The team wanted a warm, familiar tone while showcasing Veo 3’s technical capabilities. Wong acknowledged the public’s concerns, remarking that the “race to the bottom” phenomenon—referring to low-effort AI content flooding the internet—is a legitimate fear. However, he believes quality ultimately depends on human intent: bad ads existed long before AI, and they will exist long after it.
Transparency: Visible, but Not Front-and-Center
Curiously, the ad itself does not display any visible AI-use disclosure. Viewers watching on YouTube, however, will notice a label indicating “Altered or synthetic content.” Google suggests that everyday audiences won’t necessarily care how an ad was created, and that over-communicating the involvement of AI might feel performative rather than informative.
Even so, ethical questions linger. What happens when AI-generated campaigns eventually become indistinguishable from human-produced art? Could creatives animators, actors, illustrators see their opportunities reduced? These issues remain hypothetical for now, but the trajectory is clear: we are moving closer to a future where machines not only support creativity, but directly produce it.
A Glimpse of What’s Coming
Ultimately, Google’s experiment is both charming and thought-provoking. On one hand, it demonstrates AI’s power to craft imaginative narratives. On the other, it hints at a world where storytelling, advertising, and entertainment may undergo fundamental transformation. Tom’s animated getaway may be playful, yet it signals a profound shift in creative production and we are only at the beginning.
