Moscow-based financial giant Sber has unveiled a television commercial entirely created by its own neural networks, Kandinsky and GigaChat. Timed for International Women’s Day, the clip stands as a milestone for Russian media, demonstrating the growing sophistication of artificial intelligence in content creation.
AI Takes Center Stage in Advertising
Sber’s latest project has turned heads, not just for its timing but for how it was made. Unlike traditional ads that rely on teams of animators, designers, and editors, this one was crafted entirely by AI. Every frame, color choice, and lighting adjustment came from neural networks rather than human hands.
For the Russian advertising industry, this is a breakthrough. AI-generated content is not new, but producing an entire TV clip at this level of quality? That’s something else. The detail and realism have surprised even industry professionals, with some shots looking indistinguishable from live-action footage.
How It Works: Neural Networks in Action
The two AI models behind this clip, Kandinsky and GigaChat, played specific roles in its creation. While Sber has not disclosed every technical detail, the process likely involved a combination of generative AI for visuals and language models for scriptwriting.
- Kandinsky: A neural network specializing in image generation, inspired by the techniques of diffusion models used in AI art.
- GigaChat: Sber’s response to models like ChatGPT, capable of understanding and generating text, which likely contributed to the storytelling aspect.
Together, they built a clip that mimics the craftsmanship of professional filmmakers, without requiring human intervention in animation or post-production.
The Impact on Creative Industries
This development raises important questions about the future of advertising and media. If AI can generate entire commercials with high artistic quality, where does that leave traditional animators, scriptwriters, and video editors? Some see this as a tool that can assist professionals, automating repetitive tasks and freeing up time for more creative decisions. Others worry about job displacement in the long run.
One thing is certain—AI is reshaping how content is made, and the debate around its ethical and economic implications is only just beginning.
What’s Next for AI in Media?
Sber’s project is a glimpse into what’s possible, but it’s unlikely to be the last of its kind. As AI models improve, expect more brands to experiment with machine-generated commercials, digital influencers, and AI-powered storytelling.
While AI-driven media creation is still in its early stages, Sber’s ad proves that the gap between artificial and human creativity is narrowing fast. Whether that’s exciting or unsettling depends on who you ask.
