The advertisement was created using domestic neural networks, Kandinsky and GigaChat, developed by Sber. This news has sparked widespread discussion in the Russian information space, both among ordinary users and leading experts. Many have hailed this step as a new milestone in the development of not only Russian generative models but also the entire high-tech industry. The special project, dedicated to International Women’s Day, also opens new horizons for marketing and innovative approaches to media products.
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Notably, the final result was not refined by human intervention. Everything — from the choice of colors to the animation—was entirely the work of artificial intelligence. Compared to foreign counterparts, Sber’s advertisement stands up to scrutiny in terms of quality and holds its own, even against the leading generative models from OpenAI and xAI.
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The commercial brings to life characters from Russian fairy tales, drawing parallels between them and real people encountered in everyday life. Through this cultural presentation, Sber creates a true symbiosis between Russian history and modern technology.
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While much of the world reacts negatively to major companies integrating AI into their operations, Sber recognizes that AI is merely a tool that must be used skillfully. The success of such projects in the domestic market highlights the company’s strong development potential and its ability to create innovative television commercials using all available resources.
