Observed Signal · Jun 8, 2026 · Campaign Launch · Source: Horizont · Impact: 3/5 · Sentiment: Negative
Telekom AI Einstein Ad Sparks Ethics Debate
Deutsche Telekom released a fully AI-generated advertising film featuring a synthetic Albert Einstein, produced by agency Jung von Matt in cooperation with ElevenLabs. The campaign, published June 8, 2026, provoked an ethics debate on social media—notably LinkedIn—where industry commentators criticised the recreation of a deceased, world-famous person for commercial purposes. Former Jung von Matt chief Thomas Strerath posted a fictional, AI-generated reply purportedly from Einstein, amplifying the discussion. The coverage appeared in HORIZONT and was written by Helena Birkner. The controversy raises questions about consent, brand safety, creative practice and the use of voice/image cloning technologies in commercial advertising.
Major advertiser (Deutsche Telekom) used AI to recreate a deceased public figure in a high-profile campaign, triggering industry debate on consent, brand safety and the commercial use of synthetic media—relevant to creative production, vendor partnerships and advertising ethics.
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Key Takeaways & Evidence Grounding
- Deutsche Telekom released a fully AI-generated advertising film featuring Albert Einstein.
- The campaign was produced by agency Jung von Matt in cooperation with ElevenLabs.
- The ad provoked public ethical criticism on LinkedIn regarding recreating a deceased public figure for advertising.
- Thomas Strerath, former Jung von Matt chief, posted a fictional AI-generated reply attributed to Einstein.
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AI-Generated TV Spots Promote Bank Cler's 'Clarity'
Swiss agency Neu Creative Agency produced two AI-generated interview-style TV spots (German and French) for Bank Cler, positioning the bank around the theme of "clarity." The films, created in-house using AI tools, were broadcast — labeled as AI-generated — including a short break during the World Championship semi-final Switzerland–Norway on Swiss broadcaster SRF. Bank Cler marketing head Gregor Eicher said the bank remains cautious about using AI for depicting people; the specific tools and techniques used were not disclosed. Credits list Simon Rehsche, Nico Ammann and Fadi Nemr as responsible at Neu Creative Agency, with media by phd. The case is presented as part of a growing number of Swiss advertisers approving AI-generated moving-image content for TV, a practice still debated in the industry.
Wingo Campaign Uses AI‑Generated 'Digital Twins'
Swisscom brand Wingo and agency Bold launched a new advertising campaign that photographed real models as references and then created fully AI-generated "digital twins" for the campaign. Persoenlich.com editorial director Christian Beck said the approach is legally cleaner than models that repurpose other images, while editor Sandra Porchet urged clear labelling to distinguish AI‑generated from real models in advertising. The piece also notes related publisher activity (a persoenlich.com podcast recorded on 26 May 2026) and mentions broader discussion about AI use in creative production.
Swisscom launches AI-made 'devicemonials' campaign
Swisscom launched a campaign called “Devicemonials” (running since July) that stars devices—smartphones, laptops and tablets—narrating their everyday lives to promote Swisscom services. Basel agency Mona und Mateo devised the concept, characters and stories (it has held Swisscom’s advertising account since June 2025), while Zurich-based production company Stories handled film production. Visual raw footage was generated with AI video models, but humans carried out editing, postproduction, voice acting and final sound design; about twelve people worked on the production (excluding voice actors). Episodes are distributed nationwide on digital channels, social media, blue Cinemas and television, with a new installment each month through December. Swisscom disclosed AI use in its press release but did not label broadcast spots; agency and production leads say AI alters workflows without removing human creative decision-making.
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