Are AI and AR the Future of Advertising?

Summary

The 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

00:00

🌟 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.

05:02

🌐 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.

10:03

🛋️ 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.

Keywords

💡Generative AI

Generative AI refers to artificial intelligence systems that can create new content, such as images, videos, or text. In the context of the video, generative AI is used to digitally clone celebrities like Shah Rukh Khan for advertising campaigns, allowing for the creation of numerous personalized ads without the need for physical presence.

💡Digital Clones

Digital clones are virtual representations of real people, created using AI and digital technology. The video discusses how digital clones can be used in advertising, such as the example of Bollywood star Shah Rukh Khan endorsing products through AI-generated videos.

💡Advertising Industry

The advertising industry encompasses all the companies and professionals involved in creating, planning, and managing advertising campaigns. The video highlights how AI is revolutionizing this industry by enabling personalized ads and the use of digital clones.

💡Personalization

Personalization in advertising refers to tailoring marketing messages to individual consumers based on their preferences, behaviors, or demographics. The video explains how AI can analyze user data to create hyper-personalized ads, making them more relevant to the target audience.

💡Hyper-Personalization

Hyper-personalization is an advanced form of personalization where AI uses extensive data to create highly targeted and customized advertising experiences. The video gives an example of how AI can adjust commercials to individual viewers, making each ad unique to the person watching.

💡AI Startup Rephrase

Rephrase is an AI startup mentioned in the video that specializes in creating personalized advertising content. They partnered with an advertising agency to produce a campaign featuring Shah Rukh Khan, where small shop owners could generate their own ads using the celebrity's digital clone.

💡Diversity in Modeling

Diversity in modeling refers to the inclusion of models of various shapes, sizes, ages, colors, and abilities in fashion and advertising. The video discusses how AI-generated fashion models can offer greater diversity at a lower cost, addressing the lack of representation in traditional modeling.

💡AI-Generated Fashion Models

AI-generated fashion models are virtual models created by AI algorithms. These models can be customized to represent a wide range of demographics and can be used in online fashion retail to show how clothing might look on different body types, as discussed in the video.

💡Augmented Reality (AR)

Augmented reality is a technology that overlays digital information or images onto the real world, enhancing the user's perception of their environment. The video mentions AR apps that allow users to virtually place furniture in their homes before purchasing, making online shopping more interactive and convenient.

💡Authenticity

Authenticity in advertising refers to the genuineness and trustworthiness of the content. The video raises concerns about the potential loss of authenticity as AI-generated ads become more prevalent, questioning whether consumers can trust that the content is real and not manipulated.

💡Data Harvesting

Data harvesting is the process of collecting user data from online activities. In the video, it is mentioned that advertisers use AI to analyze this data to create personalized ads, raising questions about privacy and the extent to which companies know about consumers.

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

Instagram

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