The new Volvo advertisement created using generative artificial intelligence has drawn harsh criticism for its unnatural visuals and inability to effectively portray human emotions. The ad, created by the Dubai-based agency Lion, aimed to reconnect Volvo with the Saudi Arabian market after a business retreat. However, the rendering of humans and objects appeared flawed, leading to sentiments of dread rather than warmth. Lion claimed that the use of AI expedited production timelines, though the execution failed to capture the desired human essence, detracting from brand storytelling.
The ad's humans look like they're made of plastic, their emotions are forced and deformed, filling viewers with an uncanny Grand Canyon of dread.
According to Lion’s Osama Saddiq, 'AI today is rarely humanized—most executions are tactical, with little focus on brand storytelling. Our approach was different.'
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