Image Guideline:
Use a clean, minimalistic image featuring the Google logo on a neutral corporate background with a subtle visual hint of a turkey character and digital wave lines to symbolise AI. The design should be sophisticated and suitable for a news website.
Global technology company Google has launched its first advertisement created entirely using artificial intelligence, marking a significant step in how major brands are leveraging generative video tools in mainstream marketing.
The commercial, developed for Google Search’s AI Mode product, uses Google’s own Veo 3 video-generation model alongside other AI tools to produce a television-grade spot. The narrative centres on a plush toy turkey who uses AI Mode to plan a getaway to a destination that does not celebrate Thanksgiving. The campaign titled “Planning a Quick Getaway? Just Ask Google” will air on television channels, in cinema advertising and across digital and social platforms.
By choosing a non-human character the company said it avoided potential issues in AI-generated videos related to realistic human renderings. Robert Wong, Vice-President of Google Creative Lab, stated the decision reflects consumer indifference to whether content is AI-generated as long as the storytelling is compelling.
The advertisement introduces the feature of AI Mode in Google Search as a tool that can assist users with complex travel queries such as finding flights and hotels based on specific prompts. The turkey’s journey symbolically illustrates spontaneity and smart search assistance powered by AI.
While major brands have previously experimented with AI-generated video content, Google had until now not deployed one of its own marketing spots using the technology. The company said the project follows the internal concept work of its creative team which then opted to produce the visual asset using Veo 3 and related generative tools.
Despite the use of AI tools for production, Google has opted not to overtly label the spot as “AI-generated.” The company explains that viewers focus on the message and experience more than the method of production. However, the video does carry the standard “altered or synthetic content” disclosure.
Industry observers say the advertisement is emblematic of a broader shift within marketing technology where generative AI is becoming integrated into brand campaigns, not only for social formats but for premium placements like TV and cinema. The move suggests that creative agencies and brands are increasingly comfortable with generative content at scale.
Nevertheless, the deployment raises questions around creative oversight, attribution and transparency. By not promoting the AI-generated nature of the ad, the company is implicitly placing the technology behind the creative without making it the message. Some analysts say this reflects a maturing of AI into the production pipeline rather than being a headline element.
For advertisers the campaign signals new possibilities: generative tools can accelerate production timelines, reduce costs associated with live-action shoots and enable rapid iteration of concepts. At the same time, creative and legal teams must grapple with issues such as model licences, content rights, representational accuracy and audience perception.
The turkey character is intentionally stylised and non-realistic, presumably to steer clear of the “uncanny valley” effect often cited when highly realistic but imperfect humans appear in AI video productions. According to reports, Google has yet to use generative AI to depict realistic humans in marketing assets.
As part of the “Just Ask Google” campaign, the new ad fits into a broader narrative of positioning Google Search as an AI-augmented assistant rather than a traditional search engine. According to company sources the feature is already available for selected users and the ad is intended to drive awareness ahead of the holiday season.
For marketers and content creators in India and globally the campaign may serve as a case study in how to adopt generative video in brand building. With the cost of entry for such formats decreasing, smaller brands may also consider AI-augmented creative workflows if they can align it with brand voice, legal compliance and platform guidelines.
On the regulatory front the commercial appears compliant with existing advertising standards and platform disclosures. But as generative media becomes more prevalent, standards around disclosure, ethics and provenance may evolve, particularly in jurisdictions where synthetic media is regulated.
Google’s first fully AI-generated ad thus represents both a business experiment in generative production and a strategic spotlight on the role of AI in consumer-facing experiences. As generative models gain fidelity and scale, the boundaries between traditional video production and AI creation will continue to blur—raising both creative opportunities and policy questions for the marketing industry and regulators.