Microsoft announced on January 30, 2025 that he used productive artificial intelligence in Surface Pro and Surface Laptop commercials on Youtube. This promotional video, which is one minute, is a remarkable example in terms of AI use. Although it has been online for nearly three months, those who watched the video could not realize that the content was produced by artificial intelligence. The visual quality and the naturalness of the transitions have created a structure that easily convinces the audience.
According to the company’s official design blog, the entire advertisement was not created with productive AI. Some episodes were prepared with real shooting, productive artificial intelligence -supported content were preferred in certain scenes. The moments that require details such as hands written on the keyboard were taken directly with a camera. However, AI contribution was commissioned in short or fixed scenes.
Microsoft prepared some scenes with AI with some live shots
Jay Tan, a senior design communication manager, said that from time to time artificial intelligence produces “hallucinations .. This means that visual content is sometimes full of disproportionate or unrealistic elements. In such cases, the content team intervened directly and made arrangements. Ultimately, a mixed production process completed by human supervision emerged.
Microsoft did not fully explain which scenes were created with productive AI. However, at the beginning of the process, scenario, storyboard and presentation files were produced with productive artificial intelligence. Then, visual drafts were created with various commands over these contents. With the help of vehicles such as Hailuo and Kling, these visuals were transformed into video formats.
Creative director Cisco McCarthy emphasizes that the study is not completed with a simple command. In his words, thousands of different commands were used, and the process was continued until a better result was achieved each time. Although the productive AI provides speed, it has a great effort to reach the final quality. This shows that the project contains more manual intervention than predicted.
Visual designer Brian Townsend states that 90 percent savings have been achieved in terms of time and cost compared to traditional methods. In particular, it has a great advantage to produce fixed scenes quickly with AI. Nevertheless, the need for human touch at certain points of the process is not reduced. Each scene is meticulously reviewed and approved.
According to Microsoft Design President Jon Friedman, productive artificial intelligence will not replace creative professionals. On the contrary, he will have added a new layer to their car bag. Friedman says that the design process is now more arranged rather than producing. This clearly reveals that the role of designers is transforming.
The ad in question has received about 40,000 views on YouTube so far. Looking at the comments, it seems that the audience does not realize that the video contains AI. There are some clues such as disproportionate objects such as jars or notes that resemble handwriting. However, the video, which is designed with fast transitions, manages to hide these details to a great extent.