Liquid Death dropped a new commercial, and the entire thing was created with AI, using Google’s new Veo 3 tool.

People are praising how consistent, funny, and genuinely creative it is. Some see it as a glimpse of the future of film production. Others worry what it means for traditional production jobs.

But here’s the real story:

The script is fun.

That’s what makes the AI output work. The commercial doesn’t feel bland. It feels like Liquid Death; irreverent, sharp, and a bit unhinged in all the right ways.

So what’s the lesson for all of us? Generative AI will change how we make things, but it won’t replace why we make them. A weak idea dressed up with AI is still weak.

Here’s a thought I couldn’t shake after seeing this ad: How can we be sure AI didn’t come up with the script as well? This question, raised by Liora Kern, my co-founder at The Think Room, stopped me in my tracks. Are we heading into an epistemological crisis with AI, where even the authorship of ideas becomes uncertain? But that’s a debate for another day.

For now, back to the ad. At The Think Room, we say it all the time:

Creativity is about creating surprise. It’s about saying simple things in unexpected ways.

AI doesn’t change that. It makes it truer than ever. Because in a tsunami of AI-generated sameness, a clear, surprising idea is what cuts through.

The good news? In the age of AI, ideas still matter. Maybe more than ever.

Some practical advice for creatives:

• Sharpen your scripts. AI can help you write them, but it can’t make them great on its own.

• Keep your point of view crystal clear. Feed the tools with truth, not generic fluff.

• Embrace the tech, but don’t let it tame your originality.

• Stay playful. The brands that surprise us win.

In a world of infinite making, your best advantage is an idea that has meaning.

In Liquid Death’s case, that meaning comes with a laugh.

Welcome back great scripts. We’ve missed you.

#creativity #AI # #meaning