First fully AI-made ad wins at ARF David Ogilvy Awards

BrandComms.AI, the Melbourne-based agentic AI platform for advertising, has become the first winner at the Advertising Research Foundation (ARF) David Ogilvy Awards with an ad made entirely by AI.

The “Seat at the Table” campaign for US real estate platform realtor.com® won Silver for Best Use of Emerging Technology and Bronze in the Electronics & Technology category at the ceremony in New York on 14 October (US time). It competed against campaigns from Microsoft 365 Copilot and Uber Eats featuring Matthew McConaughey.

The ARF David Ogilvy Awards have run for more than 30 years and recognise advertising that turns consumer research into measurable business results.

AI that makes advertising work

The campaign started with a research finding that home sellers aren’t short of information but are anxious about choosing the wrong agent and making a costly mistake. “Seat at the Table” was designed to replace that anxiety with confidence.

Tested with 800 US home sellers, the ad delivered 88% brand linkage with realtor.com, a 14% uplift in First Choice (a leading indicator of brand preference) and a 9% uplift in trust in a high-stakes financial decision.

All 47 campaign assets, across streaming TV, social, radio, digital and print, were produced in a matter of weeks at a fraction of traditional production cost.

The campaign supported realtor.com’s push into the seller market. Move, Inc., which operates realtor.com, reported 10% revenue growth, led by its seller business, and a 6% rise in leads.

Sheona Richard, CEO of the BrandComms.AI platform, said: “The future of advertising isn’t about making more content, faster. It’s about making better creative, grounded in what genuinely motivates consumers.”

“An ad made entirely by AI, recognised alongside big-budget productions from Microsoft and Uber Eats, proves that human insight, marketing science and AI together can do exactly that.”

Isobell Roberts, Chief AI Officer and Co-Founder of the BrandComms.AI platform, said: “Our agentic workforce, expertly trained to deliver creative anchored in consumer intelligence, executed every frame, but the idea started with a human truth about how sellers feel.”

“That’s the difference between AI that just makes content for content’s sake and AI that makes advertising work.”