Competing for Milliseconds of Attention: Gen AI is Reinventing Video Ads

By The Malketeer

There was a time when video advertising was the privilege of the few—expensive, slow, and locked behind production houses and post‑prod calendars.

Now, it’s one creative brief, one AI prompt, and you’re rolling.

Welcome to the Gen‑AI era of video advertising—where creativity scales, production costs tumble, and time-to-market shrinks from months to mere minutes.

86% of Advertisers Are Already On Board

According to the IAB (Interactive Advertising Bureau), 86% of advertisers globally are using or actively planning to use Gen-AI for video creation.

The same study projects that by 2026, 40% of all video ads will be AI-generated.

From dynamic product demos to hyper-personalised social videos, AI tools are letting brands create faster, test smarter, and localise at scale.

Real Brands, Real Campaigns

Let’s look at how some global brands are rewriting the rules with Gen-AI video:

Amazon

Amazon’s advertising division is already offering AI-generated product videos to sellers using only product images and specs.

In seconds, the tool creates engaging showcase clips optimised for search and conversion.

NIVEA

In Europe, NIVEA used Runway’s Gen‑AI tools to generate hyper-localised skincare videos, adapting tone, skin tone, voiceover and concerns based on market (e.g. dry skin in Berlin, oily skin in Bangkok).

The results are showing 30% higher engagement than static ads.

Mercedes-Benz

Using Synthesia, Mercedes created AI-presented explainer videos that featured digital brand ambassadors in multiple languages without costly shoots or reshoots.

Where’s Malaysia in the AI Ad Race?

Most local brands are still repurposing TVCs for digital or relying on influencer reels with limited control over brand narrative.

Gen-AI opens a new lane, but adoption is still at pilot stage for many Malaysian agencies and advertisers.

But there are green shoots:

• Astro AWANI is testing AI-generated anchors and avatars in short-form news promos.
• PropertyGuru Malaysia has dabbled in AI-enhanced walkthrough videos to create realistic simulations.
• SMEs in beauty and F&B are quietly leveraging CapCut and Canva’s Gen‑AI tools to churn out Insta-ready product demos—without breaking the bank.

Why Gen-AI Video is a Game Changer

Imagine running 1,000 video variations for a single campaign—each tailored by age, geography, language, or even the viewer’s interest.

Gen-AI makes this possible. And surprisingly accessible.

Before we get carried away, let’s pause.

There are legal, ethical, and brand safety considerations:

• Deepfakes & synthetic voices can erode trust if used without transparency.
• Copyright concerns arise when AI-generated content is based on scraped or unclear datasets.
• Local sensitivities must be respected—especially in Malaysia’s diverse, multicultural landscape.

So while the tech is tempting, governance and disclosure are non-negotiables.

Tips for Malaysian Marketers Ready to Dive In

1. Start small, scale fast – Pilot a campaign with a Gen-AI platform like Runway, Pika Labs, or Synthesia.
2. Localise meaningfully – Don’t just translate. Adapt culturally with input from real humans.
3. Be transparent – Label AI-generated content, especially for ads with synthetic voices or avatars.
4. Test creatively – Use Gen-AI to A/B test formats and see what resonates across different segments.
5. Train your team – Upskill your creative and content folks. The future belongs to the AI-augmented marketer.

Don’t Fear the Machine. Master It.

In 2025, speed + personalisation = relevance.

Gen-AI video isn’t about replacing human creativity. It’s about amplifying.

The brands that embrace this mindset—ethically, strategically, and playfully—will win attention, share of wallet, and cultural currency.

Because in this new marketing reality, you’re not competing for media space anymore.

You’re competing for milliseconds of attention.