Maserati is trying to achieve what Coca-Cola and McDonald’s failed to do: an ad created entirely by AI

Artificial intelligence continues to revolutionize the world of advertising, and Maserati has just reached a new milestone. The Trident brand has just unveiled a promotional video created entirely using AI—a deliberate choice that supports the repositioning of its new GranTurismo. While AI-generated campaigns are drawing both enthusiasm and criticism, the Italian automaker is betting on using this technology to bolster its brand image.

A Frozen New York to Showcase the GranTurismo

In this new film, Maserati tells a story rather than simply showcasing a car. The streets of New York are deserted, as if frozen in time. Behind the wheel of the new GranTurismo, Alessandro Del Piero drives through this silent city without saying a word. All that can be heard is the rumble of the Nettuno V6 and a few phrases that set the tone: «It’s now or never,» «Even when the world stops, dreamers never do,» and «We are Italian. We love to dream, and eventually we make it real.»

For the Modena-based automaker, this campaign also illustrates its ambition to return to the forefront of the international stage with a revamped lineup, while celebrating Italian excellence. Alessandro Del Piero, an iconic figure in Italian soccer, embodies this drive to turn dreams into reality.

A 100 % AI ad… in a debate that keeps growing

The real focus of this campaign, however, lies elsewhere: Maserati openly claims that the film was created entirely using artificial intelligence, in collaboration with the creative agency Migrante.

This decision comes at a time when the use of AI in advertising remains as divisive as ever. Coca-Cola’s campaigns, in particular, have been heavily criticized for their visuals, which were deemed artificial and devoid of emotion, with some observers even calling them a «soulless nightmare.» More recently, McDonald’s also faced significant backlash over an AI-generated Christmas ad, which was ultimately removed from YouTube after drawing widespread ridicule for its unrealistic movements and overly artificial appearance.

However, industry professionals point out that artificial intelligence is merely a tool. As several marketing experts point out, a good prompt is no substitute for a creative idea or a genuine communication strategy. When used in a deliberately fictional setting, AI can actually reinforce an artistic vision rather than clumsily imitating reality.

Maserati focuses on emotion rather than technological showmanship

With this campaign, Maserati seems to have learned that lesson. Rather than piling on spectacular effects, the film adopts a contemplative pace in which AI serves primarily to set the mood. The empty city, the twilight lighting, and the minimalist soundtrack create an almost surreal world that naturally complements the automaker’s message. It remains to be seen how the public will receive this ad.