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Six months ago, artificial intelligence in marketing was associated with simple chatbots, template banners, and standard email campaigns. It was used mainly for technical tasks, but today everything has changed. AI has become a tool that helps to come up with ideas, create content, and build communication in a new way.
Now it’s not enough to just come up with an idea. You also need to explain it to AI, choose the right tool, and create an ad that will really catch the audience.
How it works in practice – we share examples of recent campaigns.
WWF Ukraine together with Nebo ideas agency rethought the popular GPT Doll trend, in which users created images of dolls using AI.
But instead of bright characters, the team offered a different solution: animal modeling kits… without the animals themselves.
The kits should have included Eurasian lynx, European bison, sturgeon and virgin forests – endangered species. But they are not there. It is the emptiness that became the main message of the campaign: when one species disappears, the whole world around it changes.
The visuals for the project were created using Midjourney and finalized in Photoshop to convey the look of real toy boxes as realistically as possible.
Another example is a campaign by Brain Tank agency for Ukrainian Creative Stories 2025.
The theme of the platform is AI, and the Brain Tank team used the latest technologies to imagine how classic art masterpieces would look like in the modern advertising industry.
The campaign transformed four famous paintings into modern advertising prints, each of which reflects one of the key areas of the advertising industry:
The project shows how the joint work of creators, managers and technologies gives birth to modern advertising solutions – fast, complex and creative.
The network of sports spaces APOLLO NEXT (part of Fozzy Group) has launched a video campaign completely created with the help of AI.
All scenes, characters, and atmosphere were drawn in Leonardo.ai, and the animation of the frames was animated using Runway. Special attention was paid to the physics of movements, clothing details, and overall dynamics.
The task was not just to bring the images to life, but to create the effect of presence.
The video has a futuristic aesthetic: clean lines of architecture, a light glitch effect and a feeling as if you are watching an advertisement from the future.
And all this – without a single film set, without casting and traditional production processes.
Netflix is testing a new search technology based on OpenAI that allows searching for movies and TV series not only by genre or actor names, but also by user mood.
Now you can enter queries such as “movies for a romantic evening” or “series with a horror atmosphere.” The technology helps to better capture the mood and expectations of the viewer by offering personalized selections.
The new search is currently available for users in Australia and New Zealand on iOS devices, but the feature will soon be available in the United States.
Artificial intelligence opens up new opportunities, but also new risks. To avoid common mistakes, it is worth remembering:
Expect a perfect result on the first try
AI is about experimentation. Often, the best ideas come after several attempts.
Work without a clear idea
AI helps to generate variants, but the main idea must be formulated by you. Otherwise, the result will be blurred.
Publish “as is” without final edits
Even good generated material needs editing – especially when it comes to texts or emotional visuals.
Don’t copy trends mindlessly
You can use popular techniques, but you always need to adapt them to your audience and tasks.
Ignore legal restrictions
When generating visuals or texts, it is important to take into account copyright, ethical rules, and potential reputation risks.
To work with AI effectively, you should pay attention to several points:
Midjourney, DALL-E, Leonardo.ai – for image creation; Runway – for animation and video generation.
ChatGPT 4/4o, Copy.ai, Jasper.ai – for text tasks, from copywriting to ideas for advertising campaigns.
MMR.ua, Ads of the World, Campaign Brief, Midjourney and RunwayML blogs, as well as Product Hunt sections.
Product engineering training (prompting), basic courses on Coursera, FutureLearn, or specialized platforms.
When working with AI, it is important to experiment, look for different approaches, and not be afraid to make mistakes. This is how the best ideas come about.