The working index / 2015 onward
110 campaign and creative-process records. The work, the people behind it, and the claims worth checking.
Dates refer to the original campaign or source, not a claim that this archive existed then. Undated records stay undated.
Scope note: this is a researched sample spanning 2015–2026. The earliest dated item is a fictional-brand experiment, not a first-campaign claim.
110 entries
No entries match. Try another phrase or clear the filters.
2026 / ai assisted copy testing
Pandora and Microsoft Advertising used Copilot, inclusive language and preference testing to make search copy feel more emotionally specific—showing an AI advertising workflow that changes the message, not the product image.
Read case file
2026 / ai media optimization
IKEA and Carat consolidated product-line campaigns in Microsoft Advertising’s Performance Max workflow, pairing product imagery with audience signals and automated optimization to simplify a fragmented path to purchase.
Read case file
2026 / ai cultural subject advertising
The Economist and Cocogun returned to white-on-red OOH to turn AI-driven information overload into a case for human judgment, using concise lines in New York, Chicago and London.
Read case file
2026 / ai cultural subject advertising
Polaroid’s Best of Summer Is Analog campaign used a beach billboard, handwritten copy and a real camera launch to turn anxiety about screens, data centres and AI into a pro-human invitation to make physical memories.
Read case file
2026 / ai assisted film production
Across Latin America, Critical Mass used Firefly to explore a large set of visual directions before a real-model production—an example of generative AI doing pre-production work rather than replacing the finished shoot.
Read case file
2026 / generative art brand experience
Google, KPN, the Rijksmuseum and Artcrush invited the public to remix museum masterpieces with Google AI tools, then made the winning work visible through a national digital-billboard trail and a museum exhibition.
Read case file
2026 / generative film
For its Super Bowl debut, Svedka and Silverside revived the Fembot with a new BroBot sidekick, using human movement as the base for a primarily generative-AI film rather than treating generation as an unsupervised shortcut.
Read case file
2026 / ai cultural subject advertising
Ogilvy India’s Valentine’s film argues that algorithmically suggested romantic language cannot replace lived feeling.
Read case file
2026 / ai cultural subject advertising
Mother’s Super Bowl campaign for Claude imagined ads intruding into vulnerable AI conversations, turning an industry policy question into a comic demonstration of what Anthropic said Claude would not do.
Read case file
2026 / generative image activation
FactSet and VSA Partners put intentionally imperfect AI-generated finance images into New York out-of-home placements, using the visual failures as a warning about applying generic AI to specialist market questions.
Read case file
2026 / conversational ai platform launch
AKQA designed and launched Nestlé Goodnes, a direct-to-consumer nutrition platform spanning website, app and AI companions.
Read case file
2025 / ai product subject advertising
West BBDO’s Craig Robinson-led work introduces AT&T Business’s ‘Wake Up with CrAIg’ as a new product launch.
Read case file
2025 / generative brand creation
At SXSW London, Jellyfish used a connected AI workflow to create Moodlings, a fictional mood-boosting gummy brand, from brief and strategy through packaging, OOH and a 30-second film in one day.
Read case file
2025 / ai retail activation
Hitachi and dentsu’s first AI for EVERY offering paired food-demand forecasting with generated recipe suggestions delivered through retail signage and apps.
Read case file
2025 / ai product customer story advertising
Google ran 50 local commercials during the 2025 big-game window, each profiling a small business using Gemini in Workspace.
Read case file
2025 / generative interactive
Mars DINE used an AI-powered Cat Decoder to turn an uploaded cat photo and owner-selected behaviors into a playful personalized video, then connected that experience to Prime Video, retail media and creator distribution.
Read case file
2025 / generative experiential
IBM and Adobe used Firefly-made surreal fish across the Las Vegas Sphere, summit environment and a mobile experience to make AI trust and governance physically legible.
Read case file
2025 / machine learning experience
AKQA’s promotional experience for Netflix’s It’s What’s Inside used face modelling and voice cloning to let up to six friends imitate one another inside a private body-swap game.
Read case file
2025 / computer vision activation
Cadbury Bournvita used AI motion analysis in a microsite where children uploaded cricket-shot videos and received personalized coaching tips associated with Rahul Dravid.
Read case file
2025 / generative production
AKQA used AI-built image libraries, model-informed brand guidelines and Veo 2 video for CoreWeave’s IPO-era website, OOH and national TV campaign.
Read case file
2025 / content indexing activation
Uber and AKQA used AI to locate ‘bora’ moments in streaming titles, then connected selected scenes to a WhatsApp flow and ride vouchers.
Read case file
2025 / conversational experience
Burson created an AI-powered MetaHuman for UNCCD COP16 that drew on environmental material and hosted two-way English and Arabic conversations.
Read case file
2025 / immersive ai experience
AKQA reimagined Kylian Mbappé’s childhood bedroom as an immersive Nike Mercurial launch where an AI version of young Mbappé guided challenges and tailored content.
Read case file
2025 / ai robotic production
BIC and VML used a bespoke AI handwriting analysis and a robotic arm to create a Romeo and Juliet edition with one BIC Cristal Dura+ pen.
Read case file
2025 / computer vision health activation
PainVisible combined thermal imaging and AI analysis in a portable pain-assessment tool launched through VML Health.
Read case file
2025 / ai media monitoring
Mindshare and Hogarth used AI classification to monitor hate speech around Spanish football and publish a weekly MOOD score.
Read case file
2025 / generative social character
Ogilvy turned a Natural History Museum Abu Dhabi T. rex into a generative-AI social creator for the museum launch.
Read case file
2025 / rag recruitment avatar
WPP’s Atlas used a consenting real submariner as the basis for a RAG/LLM recruitment avatar.
Read case file
2025 / ai product subject advertising
AKQA made an animated Alexa-versus-Alexa+ product film for Prime members; AI is the advertised assistant, not a documented production mechanism.
Read case file
2025 / ai product subject advertising
BBDO New York launched World in the US with a film celebrating human achievement amid AI uncertainty.
Read case file
2025 / ai media optimization
Sokrati, Myntra and Google ran an eight-week AI Max proof of concept before expanding AI-driven search matching across generic campaigns.
Read case file
2025 / recommendation systems
Dove and Mindshare used a Pinterest experience to invite personal definitions of beauty. This file follows WPP's 2025 case-study classification; it does not assign an unverified first-launch date.
Read case file
2025 / generative imagery
Touchland and WITHIN connected fragrance, travel and a sweepstakes through colorful generated worlds. The visual conceit made an unseen product quality visible without turning scent into a literal demonstration.
Read case file
2025 / generative film
DEPT used generated video to move Pit Viper's performance story into deliberately ridiculous territory. The useful creative question is how to make impossible scenes feel unmistakably like one brand.
Read case file
2024 / generative image activation
L&T Finance’s Diwali microsite turned a selected goal and user image into a personalised AI-generated aspiration visual.
Read case file
2024 / ai referential social campaign
Back Market and Marcel made a social film in which Apple Intelligence’s displayed response endorsed buying a refurbished phone.
Read case file
2024 / ai product experience
Vaseline’s Indonesian Soft Glow Body Serum campaign used a mobile AI-powered Body Skin Check to identify and explain body hyperpigmentation.
Read case file
2024 / authorized synthetic performance
Snickers used an authorized AI clone of José Mourinho to respond to fans’ football ‘own goals.’ Its notable constraint was explicit permission and a multi-stage safety architecture, not a claim that synthetic celebrity output could run without supervision.
Read case file
2024 / process
Which attractive ideas fail when they meet the brief? An athlete-led design process makes the question concrete.
Read case file
2024 / generative participation
Burger King made a recipe contest into a shareable AI-assisted creation flow. The image, jingle and background were part of the invitation; human culinary and contest judging still determined what could become a menu item.
Read case file
2024 / generative personalisation
Cadbury Silk invited couples to turn relationship memories into animated short films through a proprietary text-to-animation AI experience.
Read case file
2024 / participation
Dream Generator made audience input part of the film. The useful lesson is in the boundaries around that input.
Read case file
2024 / participation
A conversational Santa and a personalized snow globe made participation part of a familiar seasonal platform.
Read case file
2024 / machine learning identity
AKQA Bloom and Earth Species Project used machine learning to translate species and ecosystem sounds into evolving three-dimensional identity forms for Planetary Guardians.
Read case file
2024 / authorized synthetic performance
Milka let Dutch users turn a message into a personalized rap by Snelle through AI-written lyrics, cloned voice and lip-synced video.
Read case file
2024 / generative creative
NotCo and AKQA Bloom used Midjourney and Stable Diffusion to create portraits of old farm animals, making the animals’ shortened lives in food systems visible across social, print and OOH.
Read case file
2024 / algorithmic service activation
AWS, VML and Slalom proposed a service that used algorithms and machine learning to identify and delete expired promotional emails according to user settings.
Read case file
2024 / generative advertising
Ogilvy’s What If? campaign used generative AI in Masters-related print and highlight commentary alongside films about IBM co-created solutions.
Read case file
2024 / accessible ai activation
Dentsu Creative Iberia launched an AI reading tool intended to make world literature more accessible for people with intellectual disabilities.
Read case file
2024 / dynamic creative
Adoptable connected polished advertising to individual shelter dogs. Its interesting promise was not endless imagery, but keeping a real animal at the center of the media system.
Read case file
2024 / generative film
Toys“R”Us Studios and Native Foreign used Sora for an imagined origin film. The case is best understood as a piece of brand fantasy, not recovered company history.
Read case file
2024 / product discovery
Etsy introduced Gift Mode as AI-assisted discovery with human curation, then advertised the very human difficulty of choosing a gift. This is not evidence that the launch commercial itself was AI-generated.
Read case file
2024 / generative audio
Coke SoundZ made the sounds of drinking Coca-Cola into material for music. The case asks a better question than whether AI can make a jingle: what should a brand sound like when people play it?
Read case file
2023 / audio ml activation
Doritos launched PC software that removed crunch sounds from voice chat and supported it with a ‘Silent’ product tease and international out-of-home campaign.
Read case file
2023 / generative audio personalisation
Cadbury Celebrations used generative tools to turn submitted nicknames, memories and genre choices into personalised birthday-song videos.
Read case file
2023 / personalized video
Jen AI turned a celebrity endorsement into a customizable invitation to friends. The creative unit was something a prospective traveler could send, not simply watch.
Read case file
2023 / ai synthetic football film
Orange and Marcel used synthetic face replacement to make a highlight film first appear to feature France’s men’s team, then reveal the women players whose actions had been composited.
Read case file
2023 / ai cultural subject advertising
Ogilvy Paris paired real emergency photographs with AI-style prompt language to confront the growing uncertainty around synthetic images.
Read case file
2023 / generative environmental installation
WWF used AI-generated landscape imagery to contrast a thriving future for UK nature with a damaged one.
Read case file
2023 / ai facial recognition service
Eurofarma’s Scrolling Therapy used AI facial recognition to turn Parkinson’s facial exercises into social-feed controls.
Read case file
2023 / participation
Create Real Magic gave people recognizable brand ingredients and somewhere for selected work to go.
Read case file
2023 / face swap brand experience
BMW turned i Vision Dee visitors into the hero of an immersive face-swapping installation at BMW Welt.
Read case file
2023 / brand film
A film moving between paintings offers a better question than which tool made it: what holds the sequence together?
Read case file
2023 / machine learning accessibility launch
Augmental’s MouthPad launch used a custom-fit mouthpiece and machine learning to convert tongue movement into cursor commands, framing the technology through access and independence.
Read case file
2023 / synthetic spokesperson
Skinny Mobile and Colenso BBDO digitally cloned a customer as the brand’s deliberately economical AI spokesperson.
Read case file
2023 / generative interactive storytelling
AKQA built an interactive story whose narration, imagery and music were co-created with generative AI.
Read case file
2023 / ai facial reconstruction
Infosys and AKQA used proprietary AI facial reconstruction to show Rafael Nadal’s career evolution in a global tennis campaign.
Read case file
2023 / voice ai experience
AKQA’s Hello Billy introduced GM’s future voice-AI ally through a multisensory Durant House installation.
Read case file
2023 / ai mobile ar activation
Coca-Cola’s regional Year of the Rabbit work paired an animated film with an AI-enhanced mobile activation and AR packaging.
Read case file
2023 / generative brand creation
For Beck’s 150th anniversary, Autonomous used a chain of AI prompts to shape a beer concept, identity and marketing outputs that humans then brewed and put into market.
Read case file
2023 / generative interactive advocacy
A.IRAN used generative AI to create an interactive 2026 future for Iranian women whose story changed after reader actions.
Read case file
2023 / accessible ai service campaign
Haleon and Grey promoted accessible healthcare packaging through Microsoft’s Seeing AI barcode-reading capability and audio-led communications.
Read case file
2023 / ai esports activation
KFC’s 2023 WPP case records the conversion of Colonel KI, a 2018 League of Legends prediction persona, into branded esports collector-card activity.
Read case file
2023 / generative creative activation
Absolut used local descriptions as AI prompts for cocktail artwork, then asked bartenders to turn selected virtual drinks into recipes.
Read case file
2022 / ai hologram public interest
BBDO used AI in a hologram installation so children’s recorded voices could address arriving education leaders by name.
Read case file
2022 / machine learning sports storytelling
Nike and AKQA modelled two eras of Serena Williams' play, turning the result into a virtual match rather than presenting AI as an abstract production claim.
Read case file
2022 / brand memory
A familiar bottle, seen through a generator. A useful brand-memory experiment, not an impartial test of what ketchup means.
Read case file
2022 / ai assisted film production
Campari and Wunderman Thompson analysed Fellini material to build scriptwriting and previsualisation tools for a new short film, while the production team retained the final choices.
Read case file
2022 / ai voice interface
Speaking in Colour translated spoken descriptions into personalised colour palettes through image search, optical recognition and a voice-controlled interface.
Read case file
2022 / machine learning safety service
AKQA’s Coastguard programme used machine learning, trip reports and live sea data to model boat positions and likely distress situations.
Read case file
2022 / computer vision accessibility
Action Audio paired computer-vision ball monitoring with 3D sound design so blind and low-vision tennis fans could follow live play.
Read case file
2022 / generative art year in review
GoFundMe and AKQA used AI-generated mural imagery and animation to connect its Year in Help donor stories into one campaign world.
Read case file
2021 / generative art brand experience
BMW used StyleGAN with historical and contemporary art inputs to generate imagery projection-mapped onto a virtual 8 Series Gran Coupé for its cultural-engagement programme.
Read case file
2021 / personalization
A celebrity campaign became a distribution system for local retailers. The difficult work lived in the permissions and the plumbing.
Read case file
2021 / ai sports prediction
BT Sport used data and AI to turn a predicted football season into a 60-page script, then made the public debate around that prediction its subscription campaign.
Read case file
2020 / machine learning creative optimization
For the 2021 Trailblazer launch, Chevrolet used IBM's Watson Advertising Accelerator to select creative combinations predicted to fit audience and contextual signals.
Read case file
2020 / custom ai service
Always used a customised AI app to give Hebrew-speaking users a private route to ask menstrual-health questions.
Read case file
2020 / personalisation algorithm
H&M’s Social Stylist used a prediction and personalisation algorithm trained on multichannel fashion data to generate style recommendations.
Read case file
2020 / generative music
Bacardi and BBDO trained a generative AI tool on Boi-1da’s beats, then used the material to create five collaborative tracks.
Read case file
2019 / synthetic video language
Malaria Must Die used AI video technology to let David Beckham deliver survivors’ words in nine languages.
Read case file
2019 / machine learning live experience
At Google I/O 2019, Deeplocal turned Magenta’s Piano Genie model into an instrument played through a bowl of fruit and sensor-filled inflatables.
Read case file
2019 / generative design brand experience
AKQA used text and image-generating algorithms as a design partner to create the rules, field and identity for a new sport called Speedgate.
Read case file
2018 / ai assisted narrative development
Driven by Intuition paired a bespoke script-development system with Kevin Macdonald’s direction for the Lexus ES.
Read case file
2018 / machine learning media
Merkle’s Magpie used Twitter trends and machine learning to generate and serve timely multi-channel acquisition ads.
Read case file
2017 / voice assistant
A 15-second Whopper commercial attempted to extend itself through Google Home. The advertising execution relied on a speech-recognition product as both medium and disruption.
Read case file
2017 / algorithmic packaging not modern generative ai
Nutella Unica made visual difference the product-facing expression of a limited edition. It is a useful counterexample to treating every algorithm as generative AI.
Read case file
2017 / machine assisted copy variation
Toyota’s Mirai campaign explored Watson-assisted advertising copy for different audience interests, with human writers judging which variations belonged to the car.
Read case file
2016 / database led creative direction
Clorets turned a machine-assisted creative brief into a public comparison between two advertising approaches.
Read case file
2016 / machine learning cultural campaign
ING and partners used data analysis, deep learning and 3D printing to create a new Rembrandt-style portrait, then took the object into public outdoor display.
Read case file
2016 / algorithmic pricing
Hungerithm connected social-sentiment analysis to a redeemable Snickers price. Its algorithm was not a decorative dashboard: the changing offer was the campaign's media idea.
Read case file
2016 / ai creative collaboration
Ogilvy New York invited artists to work with individual Watson APIs to create an exhibition of works that hid the word THINK.
Read case file
2015 / evolutionary creative optimization
A London outdoor experiment treated a poster as a changing population of designs, not a single finished execution.
Read case file
Undated record / brand memory
A creator’s AI mayonnaise experiment became a brand-used idea, according to its maker. The commissioning distinction matters.
Read case file
Undated record / audio
A B2B audio case separates production options from media-buying choices. Its comparisons need to stay separate too.
Read case file
Undated record / generative commerce
AKQA’s Generative Store used Google Gemini to create personalised luxury-commerce interfaces in real time.
Read case file
Undated record / watson career service
IBM and Ogilvy created a Watson-powered service that conversed with older Japanese adults and suggested fulfilling second-career paths.
Read case file
Undated record / ai product brand platform
AKQA created the strategy, identity and product ecosystem for ai.io, a platform that applies AI-driven sports-performance analysis to talent discovery.
Read case file
Undated record / ai product brand identity
AKQA created a global identity system to make IBM Watson’s complex AI proposition more consistent and legible.
Read case file
Undated record / ai platform branding
AKQA reframed mParticle’s AI-powered customer-data platform through a brand story about being recognised as an individual.
Read case file
Undated record / ai media optimization
dentsu Indonesia used its DMC optimiser in an auction-based Meta test against the brand’s Reach and Frequency buying approach.
Read case file