AI Celebrity Ads Can Misfire, But They're Here to Stay

About 30-40% celebrity ads are shot in fragments, with AI/compositing bridging the gap

- Lata Jha

The new Rado campaign featuring Katrina Kaif and Hrithik Roshan may have made advertising purists recoil, but industry executives say artificial intelligence (AI)-generated ads are here for good. Besides speed, scale, creative flexibility and low cost, the technology eliminates the biggest agony for planners: coordinating celebrity shoots.

"While not yet the industry standard, the practice of shooting brand ambassadors separately and compositing them together is becoming increasingly common, especially when dealing with the clashing schedules of A-list celebrities," said Lokesh Uchil, senior copywriter at BC Web Wise, a digital marketing agency. "The logistical nightmare of aligning dates for top-tier talent can now be bypassed entirely."