Most PR teams are still debating whether AI belongs in their workflow. Taxfix has already rewired its creative pipeline around it.
In 2025, the Berlin-based tax platform ran what Google documented as a large-scale experiment with Veo, its generative video model, first with Veo 2 and iterating into Veo 3. Taxfix tested AI-generated spots against human-produced spots and hybrid variants — including cross-language experiments. The campaign leaned into absurdist scenarios (pirate ship battles with a rubber duck and a dragon) built on the premise that people would rather do almost anything besides their taxes.
Production timeline, according to Taxfix CMO Beresford: what previously took six to eight weeks now takes days. The team also ran an offline activation — a cash-covered truck circulating central Berlin with real five-euro notes stuck to the exterior — to reinforce the campaign message about unclaimed tax refunds.
Creative Director Nishant John described the Veo 3 experience publicly as surprising — the model delivered interpretations the team didn't plan for.
Why PR Leaders Should Pay Attention Now, Not Later
The headline isn't that AI made the ads. The headline is what AI made possible operationally.
When production collapses from eight weeks to a few days, three things change for communications teams:
First, creative variants become testable. You can put five versions into market instead of arguing about one.
Second, localization becomes trivial. Taxfix tested creatives in multiple languages simultaneously — something that would have been prohibitively expensive in traditional production.
Third, reactive PR becomes possible at a scale that wasn't available before. A competitor makes a misstep on Monday; your response video is live on Wednesday.
The Limits Matter Too
Taxfix's team learned quickly that Veo struggles with physically complex scenes. An early script involving someone juggling chainsaws broke the model. The fix was switching to simpler, genre-familiar motifs that the system could stage cleanly.
Translation for PR teams: AI doesn't yet do everything. It does specific things extraordinarily fast, and other things poorly. The brands winning this phase are the ones mapping that terrain honestly.
Three Takeaways for Comms Leaders
1. The production bottleneck is dissolving. Creative teams that still plan six-week timelines will be outmaneuvered by teams that plan six-day ones.
2. AI doesn't replace strategy — it exposes the absence of it. When everyone can produce ten variants of a creative, the brands that win are the ones with a clear point of view. Taxfix had one: people hate taxes. Everything else flowed from there.
3. Pair digital with physical. The cash truck in Berlin isn't a retro move — it's the thing that gave the AI campaign a news hook the press could photograph. See Airwallex's OOH takeover for another example of physical scale making digital storytelling land.
The Takeaway
For PR and marketing leaders in 2026, the Taxfix case isn't about AI. It's about speed — and what happens to competitive dynamics when one player in a category gets dramatically faster than everyone else.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
