We keep hearing that AI image and video generation is great for testing out ideas – and it is. Generative AI can be really useful for storyboarding and iteration before starting work on the real production. It can even be useful for filling gaps in the final project when really necessary. But it seems some brands are jumping the gun, deciding that unfinished AI storyboards are good enough as final assets.
Volvo's new AI advert looks like it must have started as a brainstorming exercise: a series of generic ideas thrown on a timeline as a rough concept to get approval to move forward with production. Perhaps someone then asked how much it would cost to produce and decided, f**k it; just slap some film grain over it, and it will look fine as it is.
