Patrick explains how the launch of ImmoScout24’s HeyImmo evolved into an AI-powered campaign built on rapid iteration, structured feedback loops, and disciplined production workflows. While generative AI enabled fast visualization and scalable content creation, core production elements such as casting decisions, character consistency, subtle performance, sound design, editing, and classic finishing remained decisive for overall quality.

The case outlines where AI was concretely integrated into the process, including image and video generation, music and sound, format adaptations, and localization for multiple markets. It also highlights how instant visualization reshaped creative collaboration and approval dynamics.

At the same time, governance topics such as usage rights, character ownership, and legal clarity became central to the production setup. What began as a prototype expanded into multiple cutdowns, print assets, key visuals, and localized campaign versions, demonstrating how AI can support scalable, multi-market commercial content production when embedded in a structured framework.