Big brand advertisers are looking to AI to revolutionize product placement, particularly on social media platforms including TikTok, reports The New York Times.
One example is from dancer Melissa Becraft. In a recent video, a realistic-looking poster for Bubly, the PepsiCo-owned sparkling water brand, hangs on the wall of her apartment. The work, along with many others that have hit social media channels, is made possible by a startup called Rembrand.
The advertising service uses generative A.I. to digitally place a product into a video in a way that looks natural. One of the founders, Omar Tawakol, explained that “the product has to look exactly right; Pepsi is not going to be forgiving if you screw with their logo.”
The agency’s executives say the technology can transform product placements by driving down production costs. On the creator side, it can be an easy way for them to make money without having to handle products or talk about them.
“This feels like I’m making my own genuine content, but it doesn't scream that I’m making an ad,” said Becraft, who has made two TikTok videos that featured Bubly. “There’s no obligation for me to talk about it.”
Currently, the technology is most well-suited for ad placement on stationary objects indoors; however, the company is working on fine-tuning it for expanded use cases. Full Story (Subscription Required)
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