We are witnessing in near real time how artificial intelligence (AI) is accelerating change in a wide variety of sectors. What is happening in the marketing and advertising industry is a great example of this.
AI tools, long a key element in building ad campaigns and profiling users, are now coming to the fore. In Japan, according to Nikkei, personalized ads with 3D avatars are being prepared.
In a “traditional” campaign, celebrities have to go to the recording studio in which the necessary shots will be made for the video ads. But technology is changing the way things are done.
At the gates of a new era of advertising?
The Japanese company CyberAgent is taking the first steps to create dynamic ads with avatars based on celebrities. What does this mean? That there will not be a series of unique ads, but that they will be adapted to the profile of each user.
The starting point to launch this new type of advertising campaigns will be to have the corresponding image rights of the famous person and the biometric data necessary to build a 3D avatar with their physical features.
Then, according to the aforementioned newspaper, a computer system built with 80 powerful NVIDIA A100 units comes into play, which is the heart of an AI trained with large amounts of data from different audiences.
Every time the system starts up, feeding itself with the AI, it is capable of creating dozens of versions of video ads with the image of the character. Dialogues, hairstyle, clothing, and many other features are tailored to the target user to make a bigger impact on them.
According to the company, in three months more than 70,000 dynamic ads have been generated which, according to their calculations, have managed to be twice as effective as traditional ones in the digital world. The results, apparently, are favorable.
And CyberAgent seems committed to continuing to point in that direction. Nikkei says this latest project has required the work of more than 120 engineers dedicated to working with artificial intelligence and close to 10 million dollars in their own computer centers.
This possibility, however, presents a new challenge for the digital advertising industry. If it was thirsty for massive amounts of data collected to drive targeted ad campaigns, now this too could be crucial for creating personalized “real-time” ads.
The collection and sale of personal data online is big business. In fact, it’s so lucrative that it involves tech giants. And although the General Data Protection Law (LGPD) establishes that companies must have our permission to collect our data, many times we accept without knowing what is behind it.
As the AI advances, and does so at breakneck speed, the possibilities and challenges double. As we said at the beginning of the article, we are witnessing how these technologies are changing a wide variety of sectors.
If developments continue at this rate, we may soon see video ads created specifically for us. Conceived to the millimeter by an AI based on our tastes and interests to capture our attention.
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