Microsoft recently revealed a surprising secret about its January Surface Pro and Surface Laptop ad: it features AI-generated imagery. The minute-long advertisement, which currently boasts 42,000 views and 302 comments on YouTube, focused primarily on hardware discussions, with viewers completely unaware of the AI’s role until Microsoft’s own disclosure.
Microsoft’s Visual Design team proudly detailed their AI-assisted process, framing generative AI tools as the next evolutionary step in filmmaking. Faced with a tight one-month deadline for planning, filming, and editing, the team leveraged AI to draft the script, storyboards, and pitch deck in mere days—a process typically spanning weeks.
Refining Prompts: A Laborious Process
While AI expedited the initial stages, refining the prompts to achieve desired outputs proved to be a painstaking task. Designers provided natural language descriptions to an AI tool, which then converted them into specific prompt formats for other AI tools. Thousands of prompts were tested before the team achieved their vision. Despite this laborious process, Microsoft claims it ultimately saved “90% of the time and cost” compared to traditional methods.
The Allure of AI in a Time-Crunched World
Tight deadlines often necessitate unconventional approaches, and Microsoft’s use of AI reflects this reality. While the time savings are undeniable, the repetitive nature of prompt refinement raises questions about the overall efficiency and creative process.
Microsoft’s Aesthetic: A Perfect Camouflage for AI
Microsoft’s advertising aesthetic, characterized by clean, minimalist settings, inadvertently provided the ideal camouflage for AI-generated imagery. The slightly “off,” almost too-perfect look, characteristic of AI-generated visuals, blended seamlessly with Microsoft’s existing style.
A still from the Microsoft ad showcasing the AI-generated imagery.Willow Roberts / Microsoft
Subtle Clues and Seamless Editing
Upon closer inspection, subtle anomalies emerge: unusually flat glasses, a peculiar-looking teddy bear, and objects that defy easy identification. However, these inconsistencies are largely imperceptible. The strategic use of real actors for close-ups and meticulous editing effectively removed any glaring AI artifacts or “uncanny valley” effects, leaving viewers none the wiser.
Conclusion: A Clever Deception?
Microsoft successfully integrated AI-generated imagery into its Surface ad without raising viewer suspicion, raising interesting questions about the future of AI in advertising. While the ethical implications remain open for debate, the technical achievement is undeniable. The ad serves as a compelling example of how AI can be seamlessly integrated into creative projects, even fooling the most discerning eye.
