Microsoft announced that it created a one-minute commercial for Surface Pro and Surface Laptop devices using generative AI. The video appeared on YouTube back on January 30, and for almost three months, viewers did not notice any signs of AI being used in its production. According to the Microsoft Design blog, not all of the ad’s content was generated — complex movements, such as close-ups of hands on the keyboard, were filmed live, while quick shots with minimal dynamics were created using generative tools.
To develop the commercial, the Microsoft team first used AI to write the script, create the storyboard, and prepare presentation documentation. Then, using text prompts and image examples, a chatbot generated textual instructions for creating illustrations. After several iterations and edits, the results were fed into video generators, including Hailuo and Kling, which were mentioned among the tools used.
The developers noted that working with AI required many attempts and corrections, but it allowed them to reduce the time and costs of video production by about ninety percent compared to the standard process. Some shortcomings, such as incorrect details or so-called “hallucinations,” had to be fixed manually to ensure the final result met expectations.
Although Microsoft did not disclose which specific shots were generated, the video features scenes with rapid image changes or elements that differ from standard filming. According to company representatives, AI has become an additional tool for creative work rather than a replacement for specialists, and now the main task for designers is to edit and refine the result.
