Can artificial intelligence create an ad that actually moves people?
Coca-Cola and McDonald’s tried…
And both faced heavy criticism.
Now, Maserati believes it can do better.
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The Italian luxury brand has unveiled a promotional film for its new GranTurismo that was created entirely with AI, in collaboration with creative agency Migrante.
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Instead of focusing on flashy visual effects…
The ad tells a cinematic story.
Football legend Alessandro Del Piero drives through an eerily empty New York City while messages like « It’s now or never » and « Dreamers never stop » reinforce Maserati’s vision of Italian ambition and innovation.
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The timing isn’t accidental.
Previous AI-generated campaigns from Coca-Cola and McDonald’s were widely criticized for looking artificial and lacking emotion.
Maserati’s approach is different:
Rather than trying to imitate reality…
It embraces a dreamlike atmosphere where AI becomes a creative tool instead of the main attraction.
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Whether audiences will embrace it remains to be seen.
But one thing is clear:
Luxury brands are no longer just experimenting with AI…
They’re using it to redefine how stories are told.
And Maserati is betting that emotion—not technology—is what people will remember.
