Progressive uses AI in new ad

Progressive has introduced a new ad, Drive Like an Animal, which reimagines the road as a world ruled by animals — all to highlight how its Snapshot program personalizes auto insurance rates based on actual driving behavior.

Narrated by Stephanie Courtney, known to audiences as “Flo,” the ad playfully shows animals behind the wheel while illustrating how Snapshot bases rates on real driving habits rather than general demographics. The spot was developed by Progressive’s in-house agency Ninety6, alongside Arnold and Monks, and uses artificial intelligence as a creative production tool.

While AI played a major role in shaping the ad’s visuals, Progressive emphasized that human creativity remained central to the process — from concept development to voiceover. The company framed its use of AI as an experiment in blending emerging technology with established creative storytelling.

Progressive also underscored its commitment to responsible AI practices, citing internal vetting for security, copyright compliance, and ethics. The ad reflects the insurer’s broader approach: pairing innovation with personalization and fairness, just as Snapshot tailors rates to how customers actually drive.

“Progressive has always embraced innovation and technology to expand our creative teams’ ability to tell fresh, compelling stories. AI is an exciting tool that adds to our ability to innovate, but it’s just that—a tool. The heart of our advertising remains the talented artists, animators, directors, and actors who bring these ideas to life. In this spot, we’re proud of how we’ve blended technological innovation with the creativity of our team to deliver a message that’s not only entertaining but also deeply relevant to consumers.” – Matt Dillon, Business Leader of Creative Development at Ninety6.