Attendees of the AI for Content Creation session at ISE 2025 in Barcelona this week were treated to a behind-the-scenes look at the making of a new Porsche commercial. The video gave a peek at the on-location shoot in Italy, as well as the process of finding a cast of characters that all looked vaguely similar (the story follows three generations of the Pisano family.) The ad was heartfelt, and the BTS content brought a familial, human touch to a car company that has built its brand on a mostly sexier image. 

As I watched the BTS footage in delight, marveling over the beautiful Italian landscapes and the sweet rapport between the actors, I suddenly snapped out of my fog. 

Wait a minute… this isn’t real! 

Those people aren’t real! That bubbling Italian fountain isn’t real! That rig never changed positions based on the setting Lombardy sun and there certainly wasn't a craft services table with mini caprese sandwiches (drool). Fake, fake, fake! 

But then it occurred to me that I didn't really care. I enjoyed the video, and it evoked more emotion than countless commercials that have made my eyes glaze over (or roll). Isn’t that what good content is supposed to achieve? Yes, according to speakers Iván Garriga (Founder - Pijama Studio) and Bernat Aragonès (Film Editor & VFX Supervisor - Antaviana CFX & Postproduction). 

In their session titled “How to make Audiovisual Content with AI,” the speakers emphasized that adopting AI does not mean dropping the human element. The future of content creation will involve AI as a tool for efficiency, but the beating heart of your content starts and ends with a human. The tool in this video’s case is Google Veo 2, a video generation AI model that gives directors greater control with countless camera movements, angles, and shot styles. The result is a video I would never imagine was created by AI — right down to the laughing Italian grandmas (I had an Italian grandma so I consider myself an expert.) 

Check out the ad, including the BTS footage, in the video below!

So what do you think? If a piece of content seems real, does it matter if it’s AI-generated? Does it make it any less authentic? Do you feel duped? Let me know in the comments below and keep an eye on AVIXA Xchange for more takeaways from ISE 2025 in Barcelona!