Trading and investment platform eToro has announced its first-ever advertisement campaign almost entirely produced by AI.
The TV campaign will be aired on Eurosport, spanning the 16 days of live coverage of the 2024 Paris Olympic Games. It will also be streamed on discovery+ and Max, reaching 45 markets in different 19 languages.
The company’s chief marketing officer, Nir Smulewicz, said the AI-generated advertisement aligns with eToro’s previous dedication to leveraging emerging technologies to drive innovation.
“AI has huge potential but we are very much at the beginning of this journey,” he said. “eToro has always leveraged emerging technologies to drive innovation for our users and our approach to AI is no different – with AI already being deployed across multiple areas of the business including marketing and customer service.”
The company said it used Lightricks’ recently launched AI-powered video editing tool, LTX Studio. The tool created the initial visuals, stills and motion for the campaign, removing the usual need for live filming on location.
“Our AI-driven platform streamlines the creative process, empowering professionals to accelerate ideation, simplify pre-production, and generate compelling final content with true efficiency,” Zeev Farbman, co-founder of Lightricks, said.
“We’re excited to collaborate with eToro on this groundbreaking campaign – the first major advertising initiative powered by LTX Studio.”
The video advertisement features AI-generated people in locations across the world, from the London underground to Dubai’s skyline. By using AI, each worldwide location can be featured, without the need for an actor to be there.
Shay Chikotay, head of creative and content at eToro, added: “Unlike a traditional commercial production, there was no existing protocol for such a project, so we had to create it from scratch.”