Reimagining Promotion: How Neural Networks Are Transforming Image-Building and Marketing Technologies in Russia
Russian tech giant Yandex has released the country’s first fully neural-network‑generated commercial, a milestone that could signal a genuine marketing revolution
The New Rule: Surprise Is the Trend
Russian company Yandex has unveiled its first advertising video created entirely by a neural network. The spot showcases new smart features in Yandex Maps that help users pick places aligned with their interests. Every component — visuals, editing, sound design, narrative — was generated by AI.
Viewers note that the result is almost indistinguishable from conventional production. And as the company explains, if AI helps users choose places and services on the map, letting AI tell that story is only logical.
Developers emphasized that everything in the commercial could be adjusted in real time — far easier than traditional production workflows. The characters and environments are vibrant and metaphorical, which in real life would demand large budgets and long timelines. The team modeled unconventional scenarios to capture audience attention. For now, such AI-driven projects are perceived as a trend — and the novelty alone draws views.
Creativity Without Boundaries
For the marketing industry, this video represents the beginning of a new era. The first implication is limitless creativity — teams can generate virtually anything they can imagine. The experience economy continues to dominate advertising; therefore, the more emotionally striking and unusual the result, the larger the audience.
Another crucial factor is cost. According to Yandex, producing the commercial with a neural network was 15 times cheaper than traditional filming. It also required dramatically less time. This means AI could reshape the financial foundation of marketing: investment may shift away from production toward distribution technologies or into scaling creative infrastructure.
A New Fashion Standard‑Setter
The fact that Yandex — effectively the trend‑setter of Russia’s digital ecosystem — was the first to publicly adopt AI‑generated advertising is symbolically significant. The company demonstrated both technological maturity and an innovative approach to promotion. The experiment shows that content is becoming increasingly personalized, crafted for narrow audience segments while remaining far more efficient.
Other services and retailers are likely to adopt AI‑driven campaigns next. Tools for this already exist, and domestic developers continue to deliver increasingly sophisticated solutions for creative industries. This opens strong opportunities for export — and the Yandex case strengthens global interest in Russian AI technologies.
The New Format of Advertising
Other major brands in Russia are already experimenting with AI. Retailer VkusVill produced an AI‑generated commercial. Metro uses a neural network to voice ads with a celebrity chef’s voice. Yandex Advertising launched its own line of smart tools for advertisers. AI‑generated creative is rapidly expanding its share of global marketing content.
Russia demonstrates a high level of AI development. After audience‑feedback analysis — another area where AI excels — such cases will become commonplace. AI‑generated advertising is fast, visually compelling, and inexpensive. It also opens new export possibilities for Russian technologies and enhances domestic market capabilities.
