Migros faces criticism over GTA-style AI commercial

A new werbespot (commercial) released by Migros has sparked a wave of public debate across Switzerland due to its use of generative artificial intelligence and its stylistic resemblance to the upcoming video game GTA VI. As of November 9, 2026, the short video, which features scenes of store employees and customers in a stylized, game-like format, has generated significant engagement on social media.

Why it is trending now

The trend follows the release of a promotional reel on the Migros Instagram account this past Friday. The commercial depicts various scenarios, including a security guard confronting a shoplifter and interactions between store staff and customers, all rendered using AI tools. The visual aesthetic explicitly references the anticipated launch of the video game GTA VI, which is scheduled for release in two weeks.

Key facts

• The advertisement was created with human-led storyboarding, while generative AI was used as a tool for visual execution, according to a Migros spokesperson.
• Aldo Gnocchi, a lecturer in Digital Marketing and AI at the FHNW, analyzed 262 visible user comments on the post.
• The analysis found that 58 percent of the comments were negative, while 28 percent were positive, as reported by 20 Minuten.
• Despite the controversy, the post has received a higher volume of likes and comments compared to other recent Reels from the company with similar reach.
• Legal expert Aldo Gnocchi stated there is no apparent legal issue with the advertisement, though he noted potential risks for the brand's image.

Why this is trending in Switzerland

The commercial is trending in Switzerland as it highlights the ongoing tension between creative innovation and public comfort with AI-generated content in advertising. Migros, as a major Swiss retailer, often draws significant attention to its marketing campaigns, and this instance has divided viewers between those who appreciate the modern digital approach and those who criticize the use of AI in commercial media.

Background and context

Migros has defended the project, stating that the dramaturgy and scene selection were developed by humans and that the final output underwent editorial review and internal approval processes. The company emphasized that the use of AI was a conscious creative choice and that there was no intent to glorify violence, addressing concerns raised by some users regarding the themes depicted in the video.

What happens next

The company has not announced any plans to remove the content. Public discussion is expected to continue as the release date for GTA VI approaches, potentially keeping the conversation around the advertisement relevant in the coming days. No further official statements regarding potential changes to marketing strategy have been confirmed.