No one needs to design banners anymore, right? Just prompt it. Hello Gemini! ByeBye Getty! Or… maybe not?

AI has been used in digital marketing for over 15 years, but now that it has visually revealed itself through AI-generated images and video, everything has changed. Let’s take a look at how this can play out in Rich Media ads.

Many banners follow standardized formats and animations, but thankfully, Rich Media still allows for a fair amount of custom work. In the Netherlands, the industry takes quality seriously. Well-known specialized agencies are dedicated to their craft and use the latest AI tools to deliver high-quality, creative results.

To demonstrate how AI can be used in the Rich Media production process, let’s look at the DHL “Sint” campaign created by DeFranseKamer (DFK) for DDB.

Using detailed images of the horse and background, the production team got to work quickly to bring the concept to life. To realize the creative vision, AI-generated animation was used. By animating the horse, snow, and backgrounds, the result was a truly original creative that stands out — and, most importantly, looks realistic. This is the real power: using AI as a supercharger for your banner content.

This is something we’ll be seeing more and more of. Agencies are embracing AI, which opens up time and space for new ideas and concepts you might not have thought of before. AI is an enabler, and the agencies that adopt it are the ones with a future.

Have any cool examples of AI-generated content for ads you’d like to share? Let us know!

You can watch the making of here:

‘By integrating AI into our existing workflow, we’re able to deliver better creatives.’

Thomas Termaat van DFK