Carvana co-founder and chief brand officer Ryan Keeton said:
Carvana’s use of AI relied on a pool of images for each car it sold. This image was digitally rendered using computer vision to create a 3D copy of each owner’s video of him. Computer vision is a form of artificial intelligence in which systems derive information from images and videos.
AI was also used to generate supplemental imagery corresponding to unique aspects of each video, such as seasons and cultural moments, as well as to customize the narration. Keaton said much of the technology was proprietary, but some publicly available models were also used. Video production service 1stAveMachine co-sponsored the campaign.
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About 1.3 million Carvana owners will be sent an email with their own video, Keaton said. Dubbed ‘Joyride’, there are no big ads to promote this campaign, but Carvana promotes it through social media and encourages owners to post videos on their social channels.
“The most important thing is to get someone to endorse your brand,” said Keaton, explaining how this effort contrasts with traditional marketing methods that center on promotions from the brand side. I hinted that there was.
