Advertising AI takes root in Europe: three brands that embrace it
AI campaigns no longer originate solely from Silicon Valley. In November 2025, Afflelou produces the first 100% AI optical ad in Spain, Furla entrusts its new collection to a digital avatar in Italy, and Puma massively personalizes its visuals with Google Cloud. Three European approaches that transform AI into a fully embraced creative lever.
Afflelou — AI as the new production line
“Tchin Tchin Spécial Été” marks a turning point: the optical sector’s first ad entirely generated by AI. Plot, 3D sets, virtual models, real-time animation — everything is algorithmic. No studio, no casting, no filming.
Why it’s inspiring: Afflelou doesn’t hide its technology; it makes it a modernity argument. In a traditional sector, embracing AI as a creative tool becomes a signal of avant-garde. The brand proves that you can produce faster and more creatively without losing its identity. A “Winter Special” will follow: AI anchors itself in the long-term strategy.
Furla — The virtual avatar as the new brand ambassador
Furla partners with Noonoouri, a 100% digital influencer generated by AI, for a TikTok campaign and the cover of L’Officiel Italia. The avatar dances, wears the accessories, embodies the brand’s universe with total coherence.
Why it’s inspiring: Furla doesn’t simulate humans; it celebrates hybridity. The avatar becomes a credible, controllable, desirable narrative territory. For Gen Z accustomed to digital codes, this approach resonates naturally. Virtual influencers create a new category of ambassadors: coherent, available, perfectly aligned with the brand’s identity.
Puma — Cultural personalization at scale
With Google Cloud, Puma generates thousands of creative variations tailored to each European market. A shoe transforms: a Tokyo-inspired urban backdrop for Japan, Mount Fuji for hikers, Berlin street art for Germany, the Mediterranean for Italy.
Why it’s inspiring: Puma no longer translates its campaigns; it regenerates them culturally. AI turns localization into a competitive advantage. Where traditional production imposes budget trade-offs, the algorithm enables massively contextualized creativity. Each segment receives a visually coherent narrative aligned with its local codes.
What this means for us
These three brands make AI a visible and embraced creative territory. They anticipate European regulation: advertising AI will only be acceptable if it is transparent and controllable. By owning their use of the technology, they turn a constraint into differentiation.
Three concrete paths to explore: make your algorithmic process a modernity argument like Afflelou, test virtual avatars to embody your brand like Furla, or deploy mass creative personalization like Puma.
The idea to test this week
Take one of your recent visual campaigns. Could you generate five variations — seasonal, geographic, cultural — with generative AI? Identify a simple use case and test it. The objective: transform the technology into a creative lever rather than a simple production tool.
#AdvertisingAI #IAGenerative #CreativePersonalization #VirtualInfluencers #AdvertisingInnovation #AlgorithmicCreativity #PubPixels #EuropeanMarketing
Sources:
Afflelou (Spain)
https://mediaconnect.com/afflelou_nouvelle_campagne_tchintchin_ete_avec_ia
Furla (Italy)
https://www.shopify.com/fr/blog/influenceur-virtuel-ia
Puma (Germany)
https://www.sportbusiness.club/puma-mise-sur-lia-de-google-pour-ses-campagnes/