What it is
Producing ads and UGC videos (fake "real user reviews", unboxings, demos) entirely with AI: an AI actor/avatar, a generated product, an AI voice, AI video. The phenomenon is that a brand can ship dozens of creative variants without ever booking a set.
Where it came from
It started with AI avatars for talking-head ads (HeyGen/Synthesia). Once Veo/Sora/Kling arrived, believable video with sound joined in. Big brands started experimenting: the Coca-Cola AI Christmas ad (2024, and again in 2025) and the Toys R Us AI film became loud case studies — including loud criticism.
Why it took off
- Speed and volume of variants for performance marketing (dozens of UGC creatives to test in a day).
- Cost. No studio, actors or locations; A/B testing creatives becomes nearly free.
- Easy access to UGC formats, which convert best on social.
How to apply it now
- UGC "testimonial"/unboxing: an AI avatar (HeyGen) + the product on screen (Nano Banana/Veo) + an AI voice.
- Brand film with sound: Veo 3.1/Sora 2/Kling; finish the edit in an editor.
- Test a batch of variants in your ads manager, then scale the winner.
What to watch out for
- Audience reaction. The Coca-Cola and Toys R Us cases showed that "soulless" AI creative can trigger a backlash — especially in emotional categories.
- Truth in advertising. A fake "real review" and a flattered product are a legal risk (advertising law / unfair practices).
- AI disclosure and rights to actors' faces and voices are mandatory.