As part of its “Einfach Zuhause” (Simply Home) campaign centered around the AI assistant HeyImmo, ImmoScout24 has released several commercials in which, according to the company and its production partners, generative AI was used in content creation.
The aim was to emotionally recount typical situations from the process of searching for an apartment and moving in, and to position HeyImmo as a supportive product along this journey.
ImmoScout24 describes the implementation as an AI-generated online campaign. Among other things, generative video tools such as Google Veo and Runway Gen-3 are mentioned.
Externally, production was carried out in a hybrid workflow: AI-generated sequences are combined with classic post-production techniques such as editing and motion graphics. The advantage is obvious: Variants, adaptations, and channel formats can be scaled more quickly and consistently than is often possible in purely traditional production.
From a professional perspective, the spots are recognizable as AI-generated. The real question behind this is more exciting: Do end customers even notice? And if so, is it a problem or simply irrelevant as long as the story, tone, and brand promise are right?
