Your Next Commercial Might Not Be Built for a Target Audience
· AI News · 2 min
What happens when AI stops generating ads for broad audiences and begins creating dynamic films tailored to individual moments, context, and intent?
There is a development in advertising right now that I find particularly fascinating.
Amazon recently introduced technology capable of automatically tailoring elements of a video ad to the individual viewer.
We are not yet talking about generating an entirely new commercial on the fly for every single person.
Still, the trajectory is unmistakable.
The same commercial no longer has to look the same to everyone.
Different messages, featured products, or calls to action can be served depending on where someone currently stands in their purchasing journey.
Now project that thought a few years into the future.
Traditionally, advertising works roughly like this:
We define a target demographic.
We develop a creative concept.
We produce a film.
Maybe we cut five or ten variations.
Then media planning determines who sees which version.
Generative AI could eventually flip this entire framework on its head.
Instead of delivering twenty finished edits, we might not produce locked spots at all.
We will build a creative universe.
Characters.
Products.
Locations.
Camera concepts.
Messaging.
Music.
Story beats.
And from this foundation, ever-evolving variations emerge based on context, platform, and viewer.
Someone might see a different cut in the morning than in the evening.
An existing customer might experience a different narrative than someone encountering the brand for the first time.
A product film might shift dynamically depending on industry, geography, or specific interests.
At first glance, this sounds like an intensely technical approach to advertising.
To me, however, it is fundamentally a creative question.
Because when a single concept can spawn a hundred or a thousand iterations, the core idea must be stronger than ever.
Brand identity must remain unmistakable.
The visual language has to be airtight.
The campaign's distinct tone and soul cannot get lost.
And that is precisely why I do not believe this evolution makes creative production obsolete.
I believe it simply changes what we build.
In the future, we might produce fewer standalone commercials and instead architect visual systems from which countless films can grow.
This already shapes how I think about film production today.
At Chris Jean, we increasingly look beyond the isolated frame.
We explore how characters, environments, products, and visual concepts can be developed so they can be repurposed, altered, and expanded down the line.
That is one of the distinct advantages of hybrid production.
One element can be shot on camera.
One element can come from 3D.
Another generated through AI.
What matters is that everything ultimately belongs to the exact same world.
In a few years, we might look back and find it strange that millions of people ever watched the exact same commercial.
We are still at the very beginning of this transition.
Yet I have no doubt it will fundamentally redefine advertising.
Discover how we implement this for brands on our page AI Video Production for Businesses.