Ad production costs up to 10x lower than traditional shoots
Full commercial delivered in 56 days, half the usual time
Generated over R$5 million in earned media globally
GWM Brasil used Google Cloud generative AI to produce the first 100% AI-generated automotive commercial in the country.
GWM Brasil used Google Cloud generative AI to produce the first 100% AI-generated automotive commercial in the country.
Choosing generative AI to launch a landmark vehicle and reduce production costs
Great Wall Motors (GWM) Brasil is one of Brazil's fastest-growing automakers, offering a full lineup of multi-energy vehicles that includes hybrids, plug-in electrics, diesel, and flex models. The company reached 100,000 vehicles sold in Brazil within its first three years of operation, earning a position among the country's top automotive brands.
When it was time to launch the all-new Haval H6, the company's flagship model and Brazil's best-selling hybrid, GWM's media team faced a familiar tension. Traditional advertising production in Brazil is expensive and slow. A full shoot with external locations, casting, crew, and post-production typically runs four to five months from concept to delivery. "The higher the investment in producing a film, the more people are necessary to approve it," explains Caio Valenti, media and performance manager at GWM. Those longer approval chains delay campaign launches and leave brands with little ability to react to market trends in real time.
GWM needed a faster, more cost-efficient way to produce a commercial that could still connect emotionally with its audience.
It was not just about producing a film in less time. We needed a partner with the technology to humanize it in a way we had not seen before. When we looked at what was available, Google Cloud had the best solution to do exactly that.
Caio Valenti
Media and Performance Manager, GWM
Through Jellyfish, GWM's agency and a Google partner deeply embedded in the Google Cloud ecosystem, a new approach took shape: produce the entire Haval H6 launch campaign using generative AI, without a single camera on set.
Other tools were considered, but the decision came down to two things. Beyond the consistent support from Google's team throughout the project, the main deciding factor was Veo, Google's enterprise video generation model, which had just launched and offered capabilities the team hadn’t seen elsewhere for humanizing a film. "We didn't want just a car going left and right," Valenti says. "We wanted to humanize it. When we looked at what was available, Google had the best solution to do exactly that."
Producing the first 100% AI-generated car commercial in Brazilian automotive history
With the goal set and Google Cloud in place, GWM and Jellyfish began production on a commercial that would go through every stage of a traditional film shoot, without ever opening a camera.
Having a partner that lives in the Google ecosystem, connected to everything new and to trends, was extremely important. From the script development to the way we incorporated all the functionalities, the result was an incredible, sensitive film. You can feel it.
Caio Valenti
Media and Performance Manager, GWM
The workflow was built on a suite of Gemini Enterprise Agent Platform tools working together: Veo for video generation, Imagen for still image creation, and the Text-to-Speech API for narration. Cloud Storage managed all assets throughout the process, while Cloud Run orchestrated the back-end services that kept production moving.
"Even though this was an AI film, there were many people involved," says Valenti. "The human eye is still essential. Technology is in our favor, but it still depends a lot on human sensitivity to deliver a message that truly connects."
Gemini AI generated 2,076 scenes totaling 4+ hours of footage, from which 37 scenes were chosen for the final 90-second film.
What that looked like in practice was closer to traditional filmmaking than most people would expect. The team held a full pre-production meeting where they selected a cast, approved wardrobe, and chose locations, all AI-generated. The film's central idea, a car that understands you, called for scenes of real human connection.
The most important thing to get right is not the technology though. “AI is not going to replace the human factor.” Valenti reinforces. “There will always be a human perspective behind it, validating and approving, to ensure that everything being built by artificial intelligence is connecting with the audience.”
The result of human and artificial intelligence collaboration was a commercial delivered in 56 days, roughly half the time a traditional production of the same complexity would require, and at up to 10 times lower cost than a conventional shoot. GWM became the first automaker in Brazil to release a commercial produced 100% with artificial intelligence.
Setting a new creative standard and accelerating AI adoption across the business
For GWM, the commercial wasn’t the finish line. It was the proof of concept that changed how the entire company thinks about production.
The campaign generated more than R$5 million in earned media, with coverage across publications around the world. The Haval H6 continued its position as Brazil's best-selling hybrid, supported by a launch that put GWM on the map not just as an automaker but as a technology pioneer.
"Becoming the first automaker in Brazil to release a commercial produced 100% with AI brought visibility to the brand that goes well beyond the automotive industry," says Valenti.
Internally, the project consolidated something that had already been built. GWM's retail communications team had been incorporating AI into their work since 2025, but this campaign made the shift irreversible.
The ambition doesn’t stop at marketing. GWM is now exploring how Google Cloud solutions can support other areas of the business, from automating administrative processes to improving efficiency across back-office operations. Valenti sees hyperpersonalization as the next frontier, where AI makes it possible to produce multiple versions of a campaign tailored to different audiences at a scale that traditional production could never support.
The union of Google solutions with GWM is going to generate a positive impact of growth, success, and technology. Together we are going to show how much it is possible to innovate and bring disruptive solutions, not just for the automotive industry but for the Brazilian market as a whole.
Caio Valenti
Media and Performance Manager, GWM
"The human eye will always be there to validate and approve," he says. "But where AI is taking us, in terms of personalization and creative scale, was simply not possible before."
For Valenti, that ambition comes with a clear message. "In the end, we are not talking about replacing the human being. This is a joint delivery. It cannot be just the technology, and it cannot be just us. We still depend on people, on sensitivity, to guarantee a message that truly communicates the values of the brand."
Great Wall Motors is one of Brazil's fastest-growing automakers, offering a full lineup of multi-energy vehicles and reaching 100,000 vehicles sold within its first three years of operation.
Industry: Manufacturing
Location: Brazil
Products: Cloud Run, Cloud Storage, Gemini Enterprise Agent Platform, Google Cloud, Nano Banana, Text-to-Speech API
About Google Cloud partner – Jellyfish
Jellyfish is a global digital marketing agency and Google partner with deep expertise across the Google Cloud ecosystem, helping brands translate technology into high-performing creative strategies.
