Volvo's Initial AI-Generated Video Advertisement Features No Cars at All | Carscoops

      Titled 'Come Back Stronger,' the advertising campaign seeks to establish an emotional connection with its audience, which is ironic since it is crafted by AI.

      Volvo's advertisement for Saudi Arabia is generated by artificial intelligence and intentionally does not showcase any cars, opting instead to focus on its messaging.

      AI has enabled a reduction in production time from months to weeks, enhancing overall efficiency.

      The advertisement features a voiceover that ties its human-centered narrative to Volvo’s re-entry into the Saudi market.

      In the dynamic landscape of advertising, where brands continuously strive to outshine one another, Volvo has introduced an unexpected approach in Saudi Arabia for a couple of reasons. Firstly, it does not feature a Volvo vehicle—or any car at all. Before drawing comparisons to Jaguar's recent efforts, it’s important to note that the entire advertisement is the product of artificial intelligence. This may provide a preview of future brand marketing strategies.

      The video, titled “Come Back Stronger,” presents a surreal amalgamation of vague and almost abstract visuals. It includes close-ups of individuals, people running in the desert, and various other scenes that appear unrelated to Volvo’s core identity. The unifying factor is the voiceover, which, to be fair, resembles a typical car commercial—despite the disconnection between visuals and content.

      Here’s the script:

      “They say some dreams are too ambitious, but we’ve never believed in limits. Challenges didn’t hold us back; they pushed us forward. Every obstacle, every doubt, molded us into something stronger because progress isn’t tethered to the past, it’s about possibilities. And possibilities are limitless. This isn’t merely a return; it’s a comeback, and together, we commit to always coming back stronger.”

      So, what does this mean for practical application? Volvo aims to boost car sales in Saudi Arabia with its new electrified product line. That essentially sums up the entire campaign. Remarkably, Volvo approved this approach without showcasing any cars in the video.

      It remains uncertain whether Volvo intentionally opted to omit cars or if there were difficulties in getting the AI to accurately represent a Volvo model. As reported by Adweek, Osama Saddiq, the founder of Lion—the agency responsible for the ad—mentioned, “This was a tough decision… to convey a deeply human story through the voices of Saudi locals… displaying the car would have diverted attention from the narrative.”

      Regardless of the rationale or execution, it’s evident that AI has the potential to become a significant asset in the automotive industry. Even the head of design at Mercedes has cautioned that AI may render designers obsolete within the next decade.

      Behind-the-scenes storyboards from Lion illustrate the process used to create the ad. Additionally, the agency reported that employing AI shortened production time from months to weeks. For many brands, this alone could serve as a compelling reason to begin leveraging AI more frequently in the near future.