Business · Companies · 7 hrs ago
Migros faces criticism over AI-made GTA-style advert
Swiss retailer Migros posted an advert styled after Grand Theft Auto as excitement builds for the upcoming GTA VI game.
The video shows a thief stealing Migros ice tea before a store detective tackles him, alongside other comic scenes.
Some viewers criticised the advert for using AI instead of real people, while others objected to a scene in which a banana and a checkout scanner are used to imitate guns.
The advert also features a Coop employee holding Migros ice tea, which Migros said was meant as a joke, not an insult to its competitor.
Migros said people created the idea and selected the scenes, then used generative AI to produce the visuals and later checked and edited the result.
The company said it takes the criticism seriously and that the violent-looking scene was intended as fictional humour, not praise for violence.
No further action or changes to the advert were announced.
Migros posted an AI-made advert styled after the Grand Theft Auto video game series on Instagram.
The video shows a thief stealing a bottle of Migros Ice Tea before a store detective tackles him.
Some scenes show a cashier and a customer threatening each other with a banana and a scanner as makeshift guns.
Online commenters criticised the use of AI instead of real people and said the scene imitating gun violence was disturbing.
Migros said people developed the idea and scenes, while generative AI was used for the visual execution.
- Who
- Migros and people commenting on its advert.
- What
- Migros posted an AI-made advert in the style of Grand Theft Auto. It drew criticism over AI use and a scene imitating gun violence.
- When
- The article was published on 9 November 2026. It says GTA VI was due out in two weeks.
- Where
- The advert was posted on Migros' Instagram page.
- Why
- The article says Migros responded to the excitement around GTA VI. It did not state a specific reason for the criticism beyond concerns about AI use and the violence-imitation scene.
Critics of the advert
Migros
AI use
Critics of the advert
Some commenters criticised using AI instead of real people.
Migros
Migros said people developed the idea, dramatic structure and scene choices, and AI was used as a creative tool for the visuals.
Violence-imitation scene
Critics of the advert
One commenter called the banana scene disturbing.
Migros
Migros said the gun-like objects were part of an obviously fictional, humorous exaggeration and that glorifying violence was never intended.
Watson published its report on reactions to the advert.
Migros posted the GTA-style AI advert on Instagram.
Commenters criticised the use of AI and the scene imitating gun violence; some also praised the marketing team.
Migros said people created the idea and scene choices, and described the violence scene as fictional and humorous.
- Advert platform
- Migros' Instagram page
- Featured product
- Migros Ice Tea
- Video setting
- Migi-City
- AI use
- Generative AI used for visual execution
- Article publication
- 9 November 2026
What people are saying
The idea, the dramatic structure and the selection of scenes were developed by people. Generative AI was then used as a tool for the visual execution.
The creation with AI is obvious and is also declared.
The scene with the pistol-like objects is intended as an obviously fictional and humorous exaggeration. Glorifying violence was never intended.
Give the marketing team a pay rise.