French supermarket Carrefour has teamed up with Publicis Conseil, the holding group’s international creative agency based in Paris, to launch an AI-generated back-to-school advert.
The campaign, titled ‘Back to School at Low Prices’, is the first international campaign to be created entirely using AI for TV and digital.
The back-to-school ads have rolled out across France, Italy, Belgium, and Romania. Using AI, the campaign has been tailored to each region.
The ads show kids in a classroom using Carrefour’s everyday products, such as pens, notebooks and backpacks.
Prodigious, a Paris-based production agency, led the AI-fuelled directing, editing, and adapting.
In a statement, Carrefour said it partnered with Publicis Conseil to leverage the agency’s local agency network and develop the theme for the commercial and digital ads – that back-to-school shopping is a way for young people to express themselves.
As Models Develop, So Does Public Perception
Artificial intelligence is no longer just a behind-the-scenes tool in advertising, it is increasingly stepping into the spotlight as the creative engine itself.
Carrefour’s campaign follows a wave of high-profile experiments, including Coca-Cola’s much-talked-about AI-powered ‘Holi
days Are Coming’ 2024 Christmas ad, which received some backlash from audiences.
Since then, public perception of AI-generated creative may have shifted.
While early AI ads were often met with skepticism or even discomfort, consumers may be becoming more open to them as the technology gets more sophisticated, and an inability to identify AI-generated content rises.
