GWM Brasil makes a car commercial entirely with generative AI in 56 days

The problem

Making a car commercial in Brazil is slow and costly. A full shoot with locations, casting, crew and post-production typically takes four to five months from concept to delivery, according to Google's story. Long approval chains also slow campaigns down. GWM Brasil, one of the country's fastest-growing automakers, wanted a faster and cheaper way to launch its flagship Haval H6.

What they built

GWM released what it says is the first car commercial in Brazil produced entirely with generative AI. The 90-second film tells a story about a father and daughter around the idea of a car that knows its driver. The actors, wardrobe, sets, dialogue and soundtrack were generated by AI. The film runs on YouTube, Netflix, Meta and GWM's app.

How they did it

GWM worked with its agency Jellyfish, and Drift Works produced the film. The team used Google's Veo for video, Imagen for still images and a text-to-speech service for narration, with Google Cloud services storing assets and running the back end. The team held a pre-production meeting to pick cast, wardrobe and locations, all AI-generated. The AI generated 2,076 scenes, and the team picked 37 for the final film. GWM's media manager says people stay essential to approve and judge the result.

Results

Google's case study reports that the commercial was delivered in 56 days, production costs up to 10 times lower than a conventional shoot, and more than R$5 million in earned media. GWM's release says 37 professionals took part in the creative process and the film took 700 hours of work. Google adds that GWM's retail communications team has used AI since 2025 and is now looking at other areas such as administrative processes.