Lenovo, Ritual Labs Use World Cup to Demonstrate AI as Creative Tool
Lenovo launched a global advertising campaign during the World Cup to show how AI can improve tournament operations, fan engagement and athlete performance analysis. The campaign, created by production company Ritual Labs and directed by Billy Boman, runs across CTV, digital and social platforms in Asia, India, Brazil, North America, Japan, the U.K., Germany and France starting June 11.
The campaign positions AI as a creative partner rather than a replacement for human talent. Ritual Labs built the work using digital likenesses of consenting performers, establishing what the company describes as a standard for responsible AI production at the enterprise level.
"The World Cup is one of the only moments left that everyone watches at once," said Matt Pfeffer, executive producer and co-founder at Ritual Labs. "This wasn't about using AI as a novelty. It was about showing what responsible AI production looks like at the enterprise level - built on real talent likeness, with performers who consented to their digital selves."
Lenovo's approach reflects a broader shift in how brands use AI in marketing. Rather than automating creativity away, the company frames the technology as a tool that deepens creative work.
"As we continue to demonstrate how AI can make technology more personal, useful and accessible, we are focused on using it to deepen creativity, not dilute it," said Santi Pochat, vice president of AI innovation-brand strategy at Lenovo.
For creative professionals, the campaign illustrates practical applications of generative video in commercial production. Ritual Labs' client roster includes Spotify, DirecTV, Dick's Sporting Goods and the Arizona Cardinals.
The World Cup runs June 11 through July 19 across Canada, Mexico and the U.S.
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