Are AI and AR the Future of Advertising?
Summary
TLDRThe video explores the impact of generative AI on advertising and entertainment industries. It discusses how AI can clone celebrities like Shah Rukh Khan for ads, creating personalized content at scale. The script also touches on the ethical concerns of digital clones and the potential loss of authenticity in endorsements. Furthermore, it delves into hyper-personalization in marketing, the use of AI-generated models for diverse representation, and augmented reality for interactive shopping experiences, hinting at a future where technology redefines consumer engagement.
Takeaways
- 🌟 Bollywood star Shah Rukh Khan was digitally cloned for an advertising campaign, showcasing the power of generative AI in the film and advertising industry.
- 🎬 Generative advertising allows for the creation of numerous video ads using digital clones, eliminating the need for physical recording sessions.
- 📈 AI technology has revolutionized advertising by enabling hyper-personalization, tailoring ads to individual viewers based on their online data.
- 🌍 For the Hindu festival of lights, Diwali, an AI startup created a platform where small shop owners could produce their own ads featuring Shahrukh Khan.
- 🏪 Over a hundred thousand entrepreneurs utilized the service to create personalized ads, demonstrating the widespread appeal and application of AI in marketing.
- 🗣️ AI can make celebrities appear to speak multiple languages fluently, opening up new avenues for international advertising campaigns.
- 👥 The advertising industry is embracing diversity with AI-generated models that can represent a wide range of demographics, including age, size, and skin color.
- 🤔 There are ethical concerns surrounding the use of celebrity digital clones, including the potential for misuse and the authenticity of endorsements.
- 🛋️ Augmented reality apps are being used to enhance online shopping experiences by allowing customers to virtually try out products like furniture in their own homes.
- 📊 Spending on AR campaigns doubled worldwide, indicating a significant shift towards immersive and interactive advertising strategies.
- 🔮 The future of advertising lies in the seamless integration of AI and AR technologies, promising more personalized and engaging consumer experiences.
Q & A
How is generative AI changing the advertising industry?
-Generative AI is changing the advertising industry by allowing the creation of digital clones of celebrities for endorsements, enabling personalized ads without reshooting videos, and creating diverse AI-generated models for fashion and advertising campaigns.
What is an example of how generative AI is used in advertising?
-An example of generative AI in advertising is the campaign where Bollywood star Shah Rukh Khan was digitally cloned to promote small shops across India, allowing shop owners to create their own ads featuring the celebrity.
How does AI help in creating personalized ads?
-AI helps in creating personalized ads by analyzing user data to tailor commercials to individual interests, allowing for hyper-personalization where each person may see a different version of the ad based on their location, preferences, and online behavior.
What is the concept of 'hyper personalization' in advertising?
-'Hyper personalization' in advertising refers to the practice of tailoring ads to individual users based on their specific data, such as interests, online behavior, and personal information, to create a highly targeted and relevant ad experience.
How can AI-generated models be used in fashion advertising?
-AI-generated models can be used in fashion advertising to represent a wide range of body types, ages, skin colors, and sizes, providing a cost-effective and diverse representation of models for online clothing brands.
What are the potential risks associated with using digital clones of celebrities in advertising?
-The potential risks include the misuse of digital clones for purposes other than agreed, the loss of authenticity in celebrity endorsements, and the ethical concerns surrounding the use of AI-generated images that may deceive consumers.
How does AI technology allow for the creation of diverse models in advertising?
-AI technology allows for the creation of diverse models by generating artificial models that can represent various demographics, including different body shapes, ages, skin colors, and even disabilities, offering a more inclusive representation in advertising.
What is the role of augmented reality (AR) in the advertising industry?
-Augmented reality (AR) in the advertising industry allows users to virtually try products, such as furniture or glasses, before purchasing them. This technology enhances the shopping experience by providing a more interactive and personalized approach to online marketing.
How does AI-generated content in advertising address the issue of representation?
-AI-generated content in advertising addresses the issue of representation by creating a diverse range of models that can look like the target audience, ensuring that people from various backgrounds can see themselves reflected in the ads they consume.
What are the ethical considerations when using AI-generated models in advertising?
-Ethical considerations include ensuring that the AI models do not perpetuate stereotypes, maintaining transparency about the use of AI-generated images, and addressing concerns about authenticity and trust among consumers.
How does the use of AI in advertising affect the traditional roles of actors and models?
-The use of AI in advertising may reduce the need for traditional actors and models in some cases, as digital clones and AI-generated models can be used for endorsements and campaigns. This could potentially impact their careers and the way they are utilized in the industry.
Outlines
🌟 AI in Advertising: The Rise of Digital Clones
The advertising industry is experiencing a transformation with the advent of generative AI, which is allowing for the creation of digital clones of celebrities like Bollywood star Shah Rukh Khan. These clones can be used to endorse products in advertisements without the need for physical presence, leading to personalized ads that can be tailored to individual retailers. An AI startup named Rephrase partnered with an advertising agency to create a platform where small shop owners could produce their own ads featuring Shahrukh Khan. This technology not only changes the landscape of advertising but also raises questions about the authenticity and ethical use of digital clones.
🌐 Hyper-Personalization in AI Advertising
AI is enabling a new level of personalization in advertising, where commercials can be tailored to individual viewers based on their interests and online behavior. This is known as hyper-personalization. The script discusses how AI can adjust commercials to match the viewer's preferences, and how this technology is being used to create more inclusive advertising that features a diverse range of models. The Amsterdam modeling agency La La Land is using AI to create fashion models that are diverse in terms of age, size, and skin color, offering a cost-effective solution for brands to represent a wider audience. However, concerns are raised about the potential for an 'illusion of diversity' where the AI models are diverse, but the people behind them are not.
🛋️ Augmented Reality and the Future of Online Shopping
The script highlights the growing use of augmented reality (AR) in advertising and online shopping. AR apps allow users to virtually 'try' products, such as furniture or glasses, before purchasing them, offering a more interactive and personalized shopping experience. The technology has seen significant investment, with global spending on AR campaigns doubling to over 3.2 billion euros. The script suggests that this technology will change consumer perceptions of marketing, making it feel more integrated and less intrusive. However, it also raises questions about the potential for algorithms to know too much about consumers' preferences and interests.
Mindmap
Keywords
💡Generative AI
💡Digital Clones
💡Advertising Industry
💡Personalization
💡Hyper-Personalization
💡AI Startup Rephrase
💡Diversity in Modeling
💡AI-Generated Fashion Models
💡Augmented Reality (AR)
💡Authenticity
💡Data Harvesting
Highlights
Bollywood star Shah Rukh Khan is digitally cloned for an advertising campaign.
AI-generated fashion models can be diverse in size, age, and appearance.
Digital marketing is becoming increasingly personalized with AI.
Generative AI plays a significant role in the film and advertising industries.
AI allows for the creation of thousands of video ads without reshoots.
AI startup Rephrase created a platform for small shop owners to produce their own Shahrukh Khan adverts.
Over 100,000 entrepreneurs used the AI-generated advertising service during Diwali.
AI can feature a variety of people in ads depending on the intended audience without reshooting.
Celebrities can be digitally resurrected for commercials using AI.
AI company Rephrase checks every text input to ensure responsible use of digital clones.
AI-generated ads can be hyper-personalized based on user data.
AI allows for one-to-one targeting in video advertising.
AI-generated models are more cost-effective for brands to represent diversity.
Amsterdam modeling agency La La Land uses AI to create diverse fashion models.
Critics argue AI models may create an illusion of diversity without actual representation.
AI models can be used in various scenarios, such as underwater or on a foreign planet.
AI models have the potential to persuade consumers effectively in advertising.
AI-generated content raises questions about authenticity and trust.
A London-based marketing company used AI to produce a commercial that went viral.
Augmented reality apps allow users to virtually try out furniture before purchasing.
Spending on AR campaigns doubled worldwide, totaling over 3.2 billion euros.
AR apps use smartphone technology to measure space and place furniture virtually.
Personalized advertising with AI and AR has huge potential for advertisers.
Hyper-personalized advertising may lead to concerns about privacy and data usage.
Transcripts
Bollywood star Shah Rukh Khan is
digitally cloned for an advertising
campaign AI generated fashion models can
be tall short plus size skinny and apps
can now help you furnish your home
digital marketing is increasingly
personalized with the help of AI this is
changing the advertising industry but
how exactly that's our topic on shift
today
[Music]
acting has always been a competitive
profession but with the rise of
artificial intelligence actors are
starting to fear for their careers this
is down to so-called generative AI which
is playing an increasingly important
role in the film business the same goes
for the advertising industry here's an
example from India backed by serious
star power
can you imagine Bollywood Superstar
Shahrukh Khan promoting a small shop in
your city
in fact doing ads for thousands of shops
all across India we made it possible for
every retailer in the country to create
a video ad for themselves
of like a big celebrity endorsing their
short talk
this became a reality thanks to
generative AI advertising
generative advertising means
you no longer need to record every
single piece of advertising you can use
the recent breakthroughs in generative
Air Technology and use people's digital
clones to create hundreds of thousands
of video ad creatives
in a campaign for the Hindu festival of
lights Diwali AI startup rephrase
partnered with an international
advertising agency and shot a short
video with Superstar Shahrukh Khan
after training an AI model with this
footage the startup created a platform
where small shop owners could produce
their own Shahrukh Khan advert
[Music]
more than a hundred thousand
entrepreneurs took advantage of the
service Royal Fashion City
[Music]
Lakshmi collection say he
the world of advertising is changing and
thanks to AI ads can now feature a
variety of people depending on the
audience they're intended for without
reshooting the video
you could even see celebrities rising
from the dead to star in a commercial
I was born at an interesting time for
Britain in 1874.
as fascinating as this new technology is
the risks are obvious let's say a
company has the rights to a celebrity's
digital clone
how do they make sure the Clone won't be
used for another purpose
rephrase AI a company which turns text
into video checks every text input they
receive
but ashrae Malhotra points out that it's
always the Creator who's responsible for
how the software is used
is this enough to convince celebrities
that their digital reproduction is safe
and won't be used in other contexts
and could AI help make ads more relevant
for you
or will Celebrity endorsements
completely lose their meaning
the possibilities for the marketing
world are endless especially the ad
industry makes use of data harvested
online this data is then analyzed and
used by AI to create a perfectly
tailored user experience this is known
as Hyper personalization let's take a
look
AI can adjust the commercials that we
are shown depending on who sees it with
the help of user data they will be
tailored to us experts call this hyper
personalization
in the past a single TV commercial would
be produced for an entire country but on
social media personalized advertising
has become the standard now the ads you
see depend on your interests with the
help of AI commercials will be able to
Target each person individually it's
going to be a hyper personalized
one-to-one targeting video instead of
using the same video ad creative and
sending it to everyone
the ad campaign with Shahrukh Khan from
earlier made use of geodata that means
users got to see different versions of
the clip depending on the area they
lived in
but advertisers know a whole lot more
about us than that
hi Dinesh
a
promoting a movie about an undercover
cop rephrase AI utilized user data such
as the name or the last movie ticket
purchased online
the Batman
correct
number
that seems pretty creepy if you ask me
but it could become standard practice
soon because AI allows celebrities to
speak hundreds of different languages
fluently in an AI advertising campaign
Argentine Superstar Lionel Messi invites
fans to watch soccer together he
addresses the fans by name anyone can
get a messy message the idea behind the
campaign is simple the more personalized
advertising becomes the more successful
it will be a professor of marketing Kurt
plenger is convinced of this
having a famous person speak their name
specifically
um
it it sort of throws throws people and
that's why they want to share it they
want to
engage with that message people want to
see themselves reflected in advertising
but not everyone looks like the people
we usually see in ads that's why
modeling agencies are increasingly
embracing diversity models now come in
all shapes ages colors and sizes and
people with disabilities are booked more
and more too however engaging so many
different people for their products is
expensive for companies that's paved the
way for agencies that utilize AI fashion
models they're cheaper and just as
diverse
the Amsterdam modeling agency La La Land
wants to revolutionize the fashion
industry their models aren't real people
you won't see them strutting down
catwalks rather they've been generated
by artificial intelligence the founder
of the agency Michaela musandu sees a
gap in the market looking historically
why the company came into Inception I'm
a person of color means that I felt the
pain point that you uh and consumers do
where you never feel like you see a
model that looks like yourself so the
best way to predict the future is to
create it and in that lens the reason
that La Land was born was to create more
representation more and more fashion is
being sold online to give people back
home a better idea of how an item will
suit them models online will be
available in every size age and skin
color
a cost-effective way for Brands to
represent diversity is via AI generated
fashion models
but when clothing brand Levi's announced
a test collaboration with La La Land in
early 2023 critics spoke out
when it comes to Brands using AI
generated models what we might see is an
illusion of diversity where the AI
models are diverse but the people on the
payroll controlling those identities
aren't and that's a problem
foreign
models aren't completely new though
shuru gram or nunuri for example they
don't only look beautiful but can
actually work several jobs at once they
too caused a stir in the fashion scene
even before the AI boom
the possibilities are endless I can
depict them underwater can have them
dance on a volcano I can even put them
on a foreign planet
that's what makes it so fascinating
just one of the reasons marketing
Professor Kirk planger believes AI
models will become popular in
advertising
generative AI models have tremendous
potential to really talk to the consumer
in a very specific and and persuasive
way because they can look very similar
to themselves that the consumer and
themselves or um or a family member a
trusted friend but the expert also warns
that this new technology could make
consumers lose trust in companies
regarding the the crisis of trust I
think very soon if not right now we we
as consumers feel
uh really is frustrated because we're
not sure that that that image that video
that uh recording of a voice it's it's
actually authentic it's almost
impossible to discern what what is real
and what is fake uh at least for the
average consumer
real or fake it's a question we're
having to ask ourselves more and more
often when browsing online so why not go
all the way and have ai producer
commercial on its own a london-based
marketing company did just that and went
viral with the results the pictures are
um Kenny just look at the people and the
beer cans all images were created by
text inputs so-called prompts mostly
with the open source AI model stable
diffusion another technology that makes
online shopping easier is augmented
reality nowadays all you need to try out
a new piece of furniture for your home
is a smartphone
[Music]
will that armchair you spotted earlier
look as good in your living room as it
did in the showroom
which pair of glasses suits you best
[Music]
holographic augmented reality apps allow
users to test items before buying them
online
they're increasingly being used in
advertising last year spending on AR
campaigns more than doubled worldwide
totaling more than 3.2 billion euros
the apps opened the doors for a new kind
of online shopping
it's no longer about sell you something
is about you to try something and then
and then you like it and you feel this
is something you like and you can buy it
so it's like more like not just to
improve the marketing advertisement
experience but actually kind of
pre-trial something in a low cost and a
faster way
using holographic AR apps is simpler
than you might think
all you need is a smartphone
this is because the apps work with
filters much like those on Snapchat or
anyone in the mood for redecorating can
easily get out their smartphones and
scan the room the app then measures the
space recognizes prominent features such
as Windows and Doors and generates a 3D
model
tracking technology makes it possible to
precisely follow the smartphone's
movement in the room and place the
furniture exactly where it's wanted
foreign
[Music]
still in the early stage but in the
future that will change how people feel
about marketing at the right time it's
not like you see those junk emails or
those phone calls or those you know you
know texts those things right it will be
Blended in
the much dreaded task of lugging new
furniture up the stairs however is still
a reality
but you can be sure of one thing the new
armchair will fit personalized
Advertising based on artificial
intelligence and augmented reality has
huge potential for advertisers but when
the algorithm predicts my interests too
well I do Wonder does it know too much
what do you think does hyper
personalized advertising appeal to you
let us know bye and see you next time
[Music]
thank you
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