Marketing & Growth

What's the realistic quality bar, what works and what still looks fake?

The models cleared the famous Will Smith spaghetti test in 2025, but the tells moved rather than vanished: physics drift, dead-eyed emotion, inconsistent lighting, and rubbery hands still betray fully synthetic humans, which is why Coca-Cola's AI Christmas ads got roasted two years running. What reliably works today: b-roll, landscapes, product-in-scene shots, stylised or absurdist comedy (the Kalshi trick), and AI voiceover. What still reads fake: photoreal human close-ups carrying emotional weight. Match the format to the model and keep humans on script and edit.

Part of AI video on eChai Explore.

On the AI map, 29 October 2026 Video generation Images Avatars and voice Music and audio Video editing

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