Archive · 2 Oct 2026
AI Reshapes Advertising as Production Houses Become Strategic Brand Partners
Artificial intelligence is changing how advertisements are made.
It can help create difficult scenes without sending people to dangerous places.
This can save time, money and reduce safety risks.
Sergio Lopez Ferrero says advertising companies should not simply show people more and more ads.
He says personalized messages and real-world brand events may work better.
Production companies can help keep a brand’s voice consistent across television, websites and other platforms.
Producers are now expected to help plan the whole content experience, not just make one commercial.
Ferrero believes AI is making production companies more strategic partners for brands.
He also says production houses need clearer ideas about how to use AI.
Sergio Lopez Ferrero says artificial intelligence is changing every stage of advertising campaigns.
He says brands have overused performance marketing, bombarding consumers with excessive advertising and content.
Omnicom Productions’ internal data indicates that showing no ad is better than showing a bad ad in 80% of cases.
Ferrero argues that personalization and brand experiences can help companies connect with consumers more effectively.
AI can simplify production logistics, allowing producers to focus more on creative strategy and broader content experiences.
- Who
- Sergio Lopez Ferrero, global CEO of Omnicom Productions, discusses the changing role of production companies and brands.
- What
- Artificial intelligence is reshaping advertising production, while production houses are becoming more strategic partners to clients.
- When
- The timing is not specified; the discussion appears in an interview.
- Where
- The interview concerns the global advertising and production industry; no specific location is given.
- Why
- AI, data-driven marketing and changing consumer expectations are forcing brands and production companies to rethink how they create and deliver content.
- Interviewee
- Sergio Lopez Ferrero, global CEO, Omnicom Productions
- Main development
- AI is affecting advertising from campaign conception through final optimization.
- Consumer connection
- Ferrero identifies personalization and brand experiences as ways to connect with audiences.
- Internal data
- Omnicom Productions’ data says showing no ad is better than showing a bad ad in 80% of cases.
- Production role
- Production houses are moving from executional support toward strategic partnership.
- AI production benefits
- AI can simplify logistics, reduce costs and risks, and save time in some commercial shoots.