Amaysim.
Amaysim’s fully-AI TVCs have had positive brand engagement, delivering 21% more in-channel recall than the prior brand platform, according to Amaysim.
Fully-AI commercials are appearing across bigger brands, including Coca-Cola's annual Christmas AI-TVCs, which despite controversy, scored 5.9 stars in System1’s consumer testing, maintaining a very high level of audience happiness throughout, according to StackAdapt commercial director AUNZ, Dan O'Connor.
Allianz Australia also launched its first fully generative AI–created advertising campaign, with creative agency Howatson+Company.
Thinkerbell's 'Snap Send Solve' campaign featured a fully-AI bin chicken diss track. Emotive's personified STI's using AI technology.
What makes these campaigns work? O'Connor pointed at Coca-Cola's success to its creative consistency. A consistent brand, with consistent ideas and marketing strategy.
Creative consistency has also been present in Amaysim’s ‘Escape Your Telco’ brand campaign, which has three iterations of fully-AI TVCs since its launch in June 2025.
Developed entirely in-house by a.studio, the campaign’s 30- and 15-second video assets were produced in 72 hours in response to shifting market conditions.
The entire product, from idea creating to production, was built in two weeks.
Amaysim associate director of brand, Jarod Green, told AdNews that they wanted customers to question their telco loyalty, particularly when economic times are tough.
“The campaign was intended to challenge customer preconceptions about what a value brand can offer and encourage them to ask what they are really getting for their money with our competitors,” Green told AdNews.
"We talk specifically to network because it ranks highly on the customer decision making tree when it comes to choosing a telco partner.
“And with good reason – telco is an essential service, and customers want confidence they will have coverage.
“The campaign was a way of saying to customers that amaysim is well worth a look - we offer big value, no fluff, and genuinely great service on a big network.”
The campaign used Adobe Firefly for key visuals, Runway for motion and two walled AI platforms, YesGPT and Dropbox Dash, to stress-test scripts and drive initial ideation.
The tools have been used across all three campaigns, but Green said the platform capabilities are getting better and more intuitive.
“As we continue integrating AI into our in-house creative and production studio, we are also investing in up-skilling our team, so we stay at the forefront of AI-led creativity and storytelling, building a team of superusers,” he said.
Green said that AI technology has improved its camera control, higher fidelity in human performance and improved character consistency.
“We’re limited by the current edge of AI capability and the speed at which the technology is improving,” he said.
“We’ve crafted a creative style that works with the current limitations of AI and leans into its strengths.
“A lot of experimentation happens behind the scenes to help our studio understand what’s possible with our current AI tools, and where traditional production methods play a role.
“We are also intentionally selective about the platforms we use in order to help protect our business.
“We have internal governance processes in place to ensure we are using AI responsibly and sustainable.”
Green said that AI has reduced production lead times, allowing more time for the parts of the process that are value-driving - strategic thinking, creative ideation, creative testing and research.
“(We’ve also) reduced time and cost involved in making post-launch creative changes, allowing us to be more agile," he said.
“We’ve improved creative platform optimisation by enabling us to produce more creative versions, continuously evolve the work, respond to market when needed, and tell stories with visuals that traditional production methods might have made more difficult.
“Increased overall production value and reduce production costs, which we are re-investing back into building our in-house studio capability.”
Amaysim measures success through two folds - how they move the needle on granular brand health metrics, including perceptions of value, perceptions of network, and brand familiarity as reasons to choose (or not choose) amaysim.
"And sales and volumes of customers porting in from competitors, all of which have increased year on year, particularly in our online channel,” Green said.
“We are already looking at the next campaign (and the one after that!) applying the advancements in the tools outlined above across all of our work.”
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