A newly launched campaign for an unnamed brand by Purga Films and GUT Mexico City has become a talking point after critics pointed out flaws in an ad entirely generated by artificial intelligence. The visuals meet professional standards, but the script contains errors that reveal the technology’s current limitations in handling nuanced dialogue. The 30-second spot, titled Lorem Ipsum, was produced without human writers, directors or actors, relying instead on AI tools for scripting, voiceovers and editing.
The ad’s dialogue contains grammatical mistakes, inconsistent tone shifts and unnatural phrasing, which marketing professionals say would normally be caught in a traditional review process. One line reads, "We don’t just sell products; we sell experiences that connect you to the future you deserve." The phrase mixes corporate jargon with an overly sentimental finish, a combination unlikely to pass unnoticed in a real campaign.
Industry figures are treating the ad as a case study. Fernando Machado, former global CMO of Unilever and now an independent advisor, called the effort "a useful experiment" but stressed that AI remains a tool, not a replacement for human oversight. He noted that while AI can generate polished visuals, it struggles with cultural context and emotional authenticity—key elements in brand storytelling.
Purga Films and GUT Mexico City have not disclosed the client or budget. The agencies did not respond to requests for comment on whether the errors were intentional to highlight AI’s shortcomings. The campaign has been shared widely on social platforms, with some users praising the visuals and others mocking the script’s awkward phrasing.
The ad’s mixed reception underscores a growing debate in advertising: AI can accelerate production, but creative control still demands human judgment.