Show it. Or hide it behind the idea. Air France chose the second. It’s the right choice!
What interests me here isn’t the technical prowess. It’s the creative discipline. No claimed gadget, no ‘AI-generated’ signature effect. Just a brand territory well maintained — French excellence — served by invisible production.
And this is precisely where many go off the rails: they use AI to show that they are using AI. The tech takes the spotlight, the brand fades. With a universe like Air France — desirability, elegance, and premium positioning — it’s the absolute opposite.
The right hierarchy is the inverse. AI produces, adjusts, personalizes, optimizes — behind the scenes. The campaign, for its part, remains a brand story. No model can replace it.
I encourage everyone to view this campaign not as a case of AI production, but as an example of what I call the good creative hierarchy: the idea leads, technology serves.
It’s much rarer than it seems.
#Advertising #BrandStrategy #CreativeStrategy #AIinAdvertising #LuxuryBranding #Campaign
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