Staying Ahead of the Age of Video Personalization with Generative AI, ET BrandEquity

We live in an era where customization and personalization are paramount, not just for consumers, but for marketers as well. At ET Brand Equity’s Brand World Summit 2023, Suvrat Bhooshan, founder and CEO of Gan.AI, used the buzzword of the season, Generative AI, to show his personalization curve in a video. We dug deeper into how to get ahead. Bhushan took the audience on a journey back in time to social media. About 20 years ago, when Facebook launched, the world was astonished because it had never seen a product like it before. But it was his Instagram launch about a decade ago that the world essentially shifted to images.

“And five years ago, TikTok became the market leader in short-format video content. Facebook doesn’t take it that seriously and is now trying to catch up with Reel,” Bhushan added. The Hubspot report even mentions that more than 51 percent of marketers using short-format video plan to invest more in video in 2022. That’s why the popular video-based marketing got off to a late start.

But Bhushan pointed out that the video also has a set of limitations. “On average for any consumer, he is exposed to 10,000 ads per day, which is a huge number, even with video personalization on his side,” he said. said.

Bhushan said the new generation doesn’t care, brands are competing with 10,000 ads for people’s attention. “But hearing your name is basic psychology. If you walk up to any of you guys here and hear their name, it’s going to get everyone’s attention for a while,” he said. rice field.

Gan.AI and food aggregator platform Zomato partnered last year to release localized ads featuring Hrithik Roshan. The ad was created using artificial intelligence and deepfake technology, and appears to refer to Roshan’s specific desires for popular restaurants. These specific ‘desires’ and ‘restaurants’ are different for each viewer, based on their choice and his GPS on their phone.

Bhushan shared an example of this campaign, saying that Roshan only recorded one version of this video, but Gan.AI generated thousands of such videos for every PIN code in the country. said.

“This essentially built a link between video and the use of AI,” he added.

Before the advent of generative AI, reaching thousands of stores, restaurants, or millions of people using video was a near-impossible task, says Bhushan. “With Gan.AI, you can reach a billion consumers by just recording one video,” he said.

He also has an example where Gan.AI partnered with the Mumbai Indians during the latest IPL season to get cricketer Cameron Green to thank the supporters by calling them by name in his Instagram inbox. introduced.

Bhushan shared similar examples of partnerships with smartphone brands such as Samsung and Vivo. There, dealers and even retailers were working on personalizing video messages for consumers.