Financial services platform Etoro has joined the growing list of brands using AI-generated video in their marketing campaigns. Their 30-second ad, titled "Be the investor you want to be," showcases a cast of AI-generated characters, each representing a different type of investor. The message is clear: Etoro enables users to learn from and emulate successful investors around the world.
Created using Lightricks' LTX Studio, an AI-powered video generation and editing tool, the ad boasts AI-crafted characters, script, music, and voice. Etoro's Chief Marketing Officer, Nir Smulewicz, highlights the liberating effect of AI, stating, "It allowed us to imagine without the boundaries that we usually have in real life... It gave us the freedom to dream, to iterate and to add more elements during the editing process."
While Etoro's ad is set to air during the Paris Olympics, it also serves as a stark reminder of the limitations of AI in video generation. Several glitches are evident, including garbled text on a subway screen, a man seemingly frozen in a bus doorway, and flowers defying the laws of nature.
Smulewicz acknowledges that the brand is still experimenting with AI, saying, "We are still very much at the beginning of the journey with AI and we learnt a lot from this campaign... This campaign is definitely an early experiment; however, we are thrilled with the outcome, and we look forward to integrating further AI initiatives across our marketing efforts."
Etoro's foray into AI-generated advertising is part of a growing trend. Other brands like Toys R Us and Bodyarmor have also embraced the technology, though with varying levels of success.
Toys R Us's AI-generated ad, depicting the childhood dream of its founder, received a less-than-stellar public response. Conversely, Bodyarmor used AI to create a tongue-in-cheek Super Bowl ad, highlighting the technology's imperfections.
While AI-generated video is still in its infancy, its potential for creative storytelling and marketing is undeniable. As the technology evolves, we can expect to see more innovative and sophisticated AI-powered videos.