Ryvalmedia Pulse (Vol.59)
23 June 2025
This fortnight, we explore Amaysim’s launch of a fully AI-generated TV commercial and what it signals for the future of creative production, take a look at the continued surge in video ad spend amid industry-wide challenges around measurement and cross-platform consistency, and unpack Google’s latest AI-powered creative tools that use real-time performance data to streamline asset development and optimise ad effectiveness.
Amaysim Debuts Fully AI-Generated TV Commercial
Amaysim has launched a television commercial produced entirely using AI, with artificial intelligence responsible for scripting, voiceover, visual imagery, and music composition. The creative was developed without the involvement of traditional production teams, showcasing the expanding capability of AI-driven creative tools.
The rise of fully AI-generated creative content presents new efficiencies in production timelines and cost, while also introducing important considerations around originality, brand consistency, and the evolving role of human creativity. As AI becomes more embedded in creative processes, questions around consumer perception, ethical boundaries, and the definition of creative value will become increasingly significant.
Video Ad Spend Climbs Amid Changing Measurement Landscape
IAB Australia reports video now accounts for 57% of total display ad spend, with Connected TV (CTV) a key growth driver. However, the industry still faces ongoing challenges around cross-platform measurement, consistent audience verification, and the complexity of unifying data across multiple video environments.
The continued growth of video highlights the increasing fragmentation of viewer behaviour across platforms and devices. As investment shifts further into CTV and digital video, the demand for reliable measurement, consistent standards, and transparent audience reporting will remain central to ensuring confidence in media performance and campaign effectiveness.
Google Expands AI Tools for Ad Creative Development
Google Ads has expanded its AI-powered asset creation capabilities by incorporating real-time performance data into creative suggestions. This allows headlines, descriptions and images to be generated based on what has historically performed best, streamlining the production process and enabling faster creative iterations.
The integration of performance data directly into asset generation signals is a step toward more automated, performance-driven creative development. As AI increasingly influences creative output, the balance between efficiency, brand integrity, and creative originality will become a central focus for the advertising ecosystem.
