A 30-second commercial for Kalshi, an online trading platform, features AI-generated video clips of quirky characters making NBA Finals predictions. Created by P. J. Accetturo, who was hired to produce the “most unhinged NBA Finals commercial possible, ” the ad debuted during Game 3 of the NBA Finals on YouTube TV on June 11. Despite its wild, meme-like style reminiscent of Grand Theft Auto, Accetturo completed the project in just two days using AI tools, without the need for traditional crews or actors. The ad quickly gained over 3 million views on Kalshi’s X account within a week, sparking conversation about AI’s potential to transform advertising budgets. Kalshi media representative Jack Such told NPR the campaign generated significant social media buzz. Accetturo, a veteran in advertising, and experts NPR consulted agree AI will be a major factor in the industry’s future, though the extent of job displacement remains uncertain. Marketing professor Alok Saboo noted AI lowers barriers for smaller brands unable to afford traditional video campaigns. Kalshi markets itself as a "prediction market, " though its resemblance to betting platforms has drawn regulatory scrutiny. The ad depicts Kalshi users excitedly backing NBA Finals contenders Oklahoma City and Indiana.

Marketing analyst Debra Aho Williamson found the ad’s energetic approach effective despite initial confusion about the product, praising its portrayal of everyday wagering and fan enthusiasm. She added that a similar effect could have come from human actors, but AI’s use garnered extra attention. The production process began with Kalshi providing themes and dialogue snippets, which Accetturo converted into a script and AI prompts. Using Google’s Veo 3 video generator and AI scripting tools from Google and OpenAI (including Gemini and ChatGPT), he iteratively refined footage through about 300–400 generations to produce 15 usable clips. He then edited the clips together and added music. Accetturo emphasized that, despite the low cost, the process still requires skill. The Kalshi ad ran alongside costly traditional ads that likely took months and hundreds of thousands of dollars to produce, whereas Accetturo’s AI-assisted creation took two days and cost under $2, 000 for AI prompting—though media placement fees remain separate. This reduction in production expense enables more rapid, affordable experimentation with multiple ad concepts, Williamson said, making it easier for advertisers to test and pivot quickly. However, marketing professor Saboo emphasized that ultimately, audiences seek authentic human connection.