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Half of German brand marketers want to in-house creative with AI, a GWA whitepaper finds. Why wanting to and doing it well differ - and the hybrid model wins.

Solly Azar's 50th-anniversary campaign is entirely AI-generated. A concrete data point on when generative AI can carry a brand push - and when it can't.

s.Oliver's new campaign uses AI to pair Heidi Klum with a digital clone of her 1990s self, dramatising the brand's decades-long claim on casual style.

Johnsonville's 'Sausage for Dinner 2026' parodies political attack ads to cut through midterm noise — complete with lawn signs, a gen-AI TV spot and a food-insecurity tie-in.

A GWA survey finds around two-thirds of German agencies view the EU's new AI-labelling rules positively — and the 'advising clients' gap is where the real business opportunity sits.

Fisherman's Friend is making its Cola flavour permanent with a WeCreate campaign that blends authentic social content with a fully AI-generated nightlife film — a smart template for AI in brand work.

Audemars Piguet and Bonjour Paris built a campaign that deliberately rejects AI and 3D in favour of physical sets and real cameras — proof that for craft brands, the medium must match the message.

AstraZeneca has built a 'wonderfully weird' campaign for its COPD inhaler Breztri around an AI-generated llama — proof that AI creative has crossed into even the most cautious categories.

One of the most concrete 'AI replaces the production shoot' cases from a mainstream German advertiser — a live test of cost, quality and where humans still sit.

French direct insurer L'olivier Assurance and agency So Bang launched 'Sortez du troupeau', a campaign whose characters and animation are entirely generative-AI-produced.

Coca-Cola's Fanta has unveiled a proprietary Halloween 'Haunted Universe' of original characters across ~50 markets — a bet that owning seasonal IP can make Halloween its answer to Coke's Christmas.

French agency 14Septembre has launched a dedicated fashion-and-beauty practice spanning desirability, influence and generative AI — a bet on category specialisation.

Roku has added ‘Fairground AI Creator TV’, a 24/7 free channel of entirely AI-generated shows interrupted only by AI-generated commercials — and it drew instant ‘AI slop’ pushback.

German toy maker Schleich is producing a weekly 'Horse Club' video series using a custom AI pipeline, turning generative AI into an always-on content engine.

Adobe has put 70+ tools, including Photoshop, Express, Premiere and Firefly, inside ChatGPT. Marketing Minute on why it's a Canva problem and what it means for lean marketing teams.

German discounter KiK has handed its international brand communications across 14 European countries to Factory — which will produce its TV commercials entirely with AI before human teams refine them.

France's ad self-regulator the ARPP has published a practical guide on when and how to label AI-generated advertising, landing as new EU transparency rules take effect.

Snapchat will stop rewarding and broadly recommending fully AI-generated videos in Spotlight, requiring 'substantial human involvement' for content to earn creator payouts.

Asahi Super Dry's ‘Infinite Can’ takeover of Piccadilly Lights uses AI to generate 400+ unique designs that never repeat — a masterclass in using generative AI to amplify a human artist, not replace one.

From 2 August 2026, the EU AI Act’s Article 50 requires AI chatbots and AI-generated content to be disclosed. UK brands running EU campaigns are in scope — here is a checklist.