Almost 3 Months Not Caught, Microsoft Admits This Surface Ad Was Made With AI

JAKARTA - Microsoft has just revealed that they have made one-minute ads for Surface Pro and Surface Laptop products using a generating AI. Interestingly, this ad has been airing since almost three months ago without anyone realizing the AI element in it.

The ad was posted on YouTube on January 30, 2025, and although not entirely generated by AI, most of the content turns out to be a combined result of AI technology and real footage. In Microsoft Design's blog post released Wednesday, April 23, senior design communications manager Jay Tan admitted that "AI halusination occasionally appears", so the creative team had to improve the AI results before integrating them with the original footage.

"When deciding which part of the ads to be made with AI, the team determined that complicated motions such as close-up hands that typed must be recorded directly," said Tan. "However, for scenes in the form of fast cuts or limited movements, it is suitable for creating together with AI's generating tools."

Microsoft did not reveal in detail which scene used AI. However, Tan explained the manufacturing process. Initially, AI tools were used to create scripts, storyboards, and pitch decks. After that, they used a chatbot to produce text prompts based on images and written instructions.

These images are then corrected from errors or "halusinations" before being put into video generators such as Hailuo and Kling two names of AI tools specifically mentioned by Tan. The chatbot names and image generators used are not explained further.

"We may go through thousands of prompts, hone the results little by little until we get what we want. No prompt can be done once," said Cisco McCarthy, creative director of the project. He described the process as more like a tiring job than just pressing a button. However, visual designer Brian Townsend estimates that they "save about 90% of the time and cost compared to the usual production process."

This approach is in line with Microsoft's head of design, Jon Friedman, who recently told The Verge that AI will be an additional tool for creatives, not a substitute. "Suddenly, design work is how you edit," Friedman said.

Although this video has been viewed more than 40,000 times on YouTube to date, no top comments suspect that the ad was made using AI.

Upon learning of AI's involvement, some signs of AI use began to appear, such as meeting records that looked too neat for handwriting, unnatural-sized Mason jars, and AI-type strange flares. However, without knowing what to look for, many audiences don't seem aware of the difference.

The use of fast cuts in this ad also helps disguise the shortage of AI results, as well as shows that in the right hands, AI tools are now strong enough not to be detected.