Google has taken a bold step into the world of AI with its latest advertisement, becoming one of the first companies to release a TV commercial entirely created using generative artificial intelligence. Titled ‘Planning a Quick Getaway?’ the ad features a turkey named Tom, who uses AI-powered tools to plan his escape from the farm and avoid the typical Thanksgiving fate. This marks the first time Google has relied solely on AI to create an ad, though it has previously used AI for conceptualizing ads with human actors. 
But this time, the entire process, from storyboarding to execution, was managed by artificial intelligence.
The turkey, a plush, toylike character, uses Google’s AI tools, including its Veo 3 and other advanced AI software, to search for a destination where he can safely avoid the holiday’s traditional festivities. Through a simple Google Search on a generic Android phone, Tom the turkey quickly finds a flight to a sunny destination where he can enjoy a peaceful vacation by the pool, free from the usual Thanksgiving chaos. The ad is playful and fun, utilizing AI to show off the capabilities of Google’s tools in an entertaining, lighthearted manner.
The commercial, which is part of Google’s ongoing ‘Just Ask Google’ campaign, will first air on TV and in movie theaters starting today. The company also has plans to roll it out digitally and across various media platforms, including social media. Google has even hinted at a holiday-themed sequel that will debut later in the year, further cementing AI’s role in their creative process.
Interestingly, Google has chosen not to label the ad as AI-generated. While some companies have been quick to disclose when their content is created using AI, Google seems to feel that consumers are less concerned with the origins of the content. According to Robert Wong, co-founder and vice president of Google’s Creative Lab, the focus for most viewers is on whether the ad is entertaining, rather than how it was made. Google’s decision not to prominently label the use of AI suggests that, for many, the technology behind the ad is secondary to the ad’s message and its ability to engage the audience.
But the lack of a label has sparked debate. Some argue that there should be more transparency when AI is used in media production, particularly when it involves the use of realistic human-like figures. This is especially relevant in a world where AI can now create hyper-realistic depictions of people, sometimes even replicating celebrities or politicians without their consent. While Google’s ad avoids the controversial ‘uncanny valley’ by using a cartoonish turkey as the main character, the discussion around AI-generated content is likely to grow more intense as these technologies evolve.
As AI-generated ads become more common, there are inevitable concerns about the impact on human jobs in the creative industry. While it’s clear that AI can significantly reduce costs in the production of ads, many worry that the reliance on AI could lead to fewer opportunities for human artists, animators, and designers. However, others argue that AI-generated content, like Google’s turkey ad, offers a way to push creative boundaries and experiment with new forms of storytelling that wouldn’t have been possible with traditional methods.
Despite these concerns, Google’s ad represents a playful experiment that demonstrates the growing potential of AI in advertising. Whether people care or not about the use of AI in commercials, it seems clear that we are heading toward a future where AI plays an increasing role in shaping the media we consume.
1 comment
Tbh, I was just watching it for the turkey lol, didn’t even realize it was AI-made until later. I think it works better without the ‘AI-made’ label. People are more concerned about the ad’s vibe than how it was made