Stockmann released a Christmas video made with artificial intelligence, the reception was strongly divided

Stockmann department store published a promotional video on Instagram on Saturday, December 13, in which the environment and interior of the department store with people are depicted as if they were knitted miniature models.

However, the video was created with artificial intelligence instead of traditional animation, and it has attracted a lot of attention: it already has more than 63,000 views in the Reels section of Instagram, while other recent videos typically have between 10,000 and 25,000 views.

However, the public’s reactions are strongly divided precisely because of the use of artificial intelligence. Some praise the atmosphere of the video, others criticize Stockmann for not using more traditional techniques to produce the video, which would have provided more work for professionals in the creative field.

This video was made by by.pixolina account publishing, Polina-artificial intelligence artist appearing under the first name.

On Instagram, Stockmann’s account has responded reassuringly to the critics and thanked them for the feedback.

Stockmann’s Head of Brand Marketing Anna Airisto tells HS that the purpose is to continue to use artificial intelligence as well as more traditional creative industry techniques.

“It is really important for us to stick to the traditional way of doing things. We collaborate a lot with various professionals in the creative field, both in-house and externally,” says Airisto.

By doing things inside the house, he refers to the work of visualists, i.e. things related to the construction and presentation of display windows. On the other hand, external ones are various campaigns for which purchasing services from, for example, creative agencies can be used. He emphasizes that advertising shoots use large numbers of professionals from creative fields, such as photographers, stylists and models.

“But we are also curious to try new things. So, of course, we see that it is possible to do both traditional things and also try new things. Both of these things can go hand in hand in our advertising, as it were.”

Airisto confirms that the Christmas AI video has been a great success.

“If you look at the numbers, it has inspired and delighted many, and it has become one of the most liked contents of our Christmas season.”

According to Airisto, the video has received a lot of happy comments, but of course also critical, constructive comments.

“Of course, we listen with a sensitive ear to these comments.”

Stockmann’s parent company Lindex sent a stock exchange release on Friday morning, December 19, according to which the company’s board is investigating different options for separating the department store business – i.e. selling it, as it is still not profitable.

However, according to Anna Airisto, economic difficulties are not particularly reflected in advertising production.

“At the moment, we are planning advertising productions for the coming seasons, and shootings are coming. We are moving forward with the planning of advertising campaigns as usual.”