If you watch game three of the NBA finals last night, you might have caught an ad from the prediction platform Kalshi.

Turns out it was completely AI generated and could be the first in a wave of disruption to the ad industry.

Adir DuBose is digging into that this morning for today's tech check.

What a story, Dee.

Quite a story, quite an ad to you.

We're going to show it to you.

This fully, remember, it's fully AI-generated ad. It just aired on ABC during primetime during an event watched by millions.

Indiana going to win, baby. We're in Florida asking people what they put their money on. I'm all in on O KC.

Indiana got that dog in them!

No camera crews, no soundstage, just prompts Google's Gemini and a major TV slot.

Now, it was created in just two days.

Using Google's new V-O-3 video generation tool, it's the same one unveiled last month to a ton of fanfare and to a wave

of viral content. Some of the most popular, you guys might have seen it, includes Moses live streaming

the Exodus and Stormtrooper vlogs. Now, there have been text-to-video models before, but V-O-3,

it's the first to realistically pair lip-synced spoken dialogue with cinematic quality visuals.

And that meant that Kalshi could take it beyond social media virality and into primetime

broadcast TV. And so it's an early look at how AI could start to disrupt traditional

production with implications for the next wave of AI, for brands, and for an industry built

on expensive human-led workflows.

Shares of major ad agency holding companies are already under pressure taking a hit last week

after meta-announced plans to fully automate ad creation by 2026.

Now, Calci's ad, it may be early, but again, it shows how fast AI is moving up the value chain.

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