Generative AI in Business: Microsoft’s AI-Created Ad Goes Unnoticed

Generative AI just pulled off a magic trick in marketing – and most people didn’t even notice. Microsoft quietly released a Surface Laptop ad created in large part by AI, and it ran for months before anyone realized. By using generative AI to help produce the visuals and script, the team saved around 90% of the time and cost it would typically take to create a commercial.

Viewers saw the final video and had no clue AI was involved behind the scenes. It wasn’t until this week that Microsoft revealed the truth – a testament to how naturally this technology can blend into real-world creative work. For Microsoft’s design team, AI wasn’t a gimmick; it was a practical assistant to meet a strict deadline.

The team leveraged AI tools to draft the script, storyboards, and even some footage in a matter of days – tasks that would typically take weeks. They still guided and refined the output with their creative expertise, essentially treating the AI like an insanely fast junior collaborator. In the end, the ad came together on time, utilizing far fewer resources than usual, while blending human creativity with machine efficiency.

Why does this matter? It shows that generative AI can be more than buzz – it’s delivering real value in business projects. The success of this AI-assisted ad (and the fact that viewers couldn’t tell the difference) proves these tools can integrate smoothly when used thoughtfully.

Rather than replace creative professionals, AI acted as a power booster for them, handling tedious grunt work so humans could focus on the big ideas and fine-tuning. For businesses, this is a glimpse into how embracing AI as a teammate can lead to faster, more cost-effective content creation without sacrificing quality. In other words, generative AI is quietly becoming a game-changer for how we create and work.

You can watch the Microsoft Ad here.

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