that i'm so excited to be a part of this class and power tony the way i didn't always like you guys uh we uh we competed at the highest level, but there was always a appreciation of your guys and scraping. so i think you guys and that's the latest on the w news, this our state to, for our technology show shift with a look at how artificial intelligence is transforming the advertising industry. i'm marianne. i haven't seen. i'll be back at the top of the hour with more headlines for you for me and the entire news team in for lynn. thanks for the company. the shifting our door don't take money on your mommy's not coming back. over february 2020 to

russian troops in faded the ukrainian city of components. it was recaptured. 6 months later the occupation this hard drive under russian occupation resisted who collaborated. how can life go on after all the terror? no one can endure the fear, weeks out every day. when rush start to august, 25th on dw, the volleyball stash. how real con is digital? cloned for an advertising campaign. a i didn't write it. fashion models can be tall, short plus size, skinny, and apps can now help you finish your home. digital marketing, it's increasingly personalized with the help of a i. this is changing the advertising industry, but how exactly?

that's our topic on shift today. the act thing has always been a competitive profession, but with the rise of artificial intelligence actors starting to feel for their careers. this is down to so called jen with a i which is playing and then increasing the important role in the film business. the same goes for the advertising industry. as an example from india back by syria, stop. how can you imagine hollywood superstar shot root con, promoting a small shop in your city? is there any up you know, up in the past one of the session of embroidery and stacy in fact doing ads for thousands of shops all across india made it possible. but every day they live in the country to create a video ad for themselves. of like a big celebrity endorsed, thinking this shut up. this became a reality thanks to generative advertising. generative advertising means,

you know, the need to record every single piece of advertising. you can use very center breakthroughs, executive ed, technology, and use depos business loans degree 800. that's how the video ip dana campaign for the hindu festival of lights. devali a i started up rephrase. partnered with an international advertising agency and shot a short video with superstar shar root con. after training and a model with this footage, the startup created a platform where small shop owners could produce their own sha root con, advert. more than a $100000.00 entrepreneurs took advantage of the service functions and could possibly lecture me selection, say the world of advertising is changing and thanks to ai ads can now feature of

variety of people depending on the audience they're intended for without 3 shooting . the video you could even see celebrities rising from the dead to star into commercials. i was interesting time. 1874. as fascinating as this new technology is, the risks are obvious. let's say a company has the rights to a celebrities digital cloud. how do they make sure the clone won't be used for another purpose? rephrase a i a company which turns text in the video checks every text input they receive. but i stream a whole truck points out that it's always the creator who's responsible for how the software is used to be enough to convince the liberties that they're digital reproduction is safe and won't be used in other context. and could i help make adds

more relevant for you all those to liberty endorsements completely lose their meaning. the possibilities for the marketing well the and that's the, especially the ad industry, makes use of data harvested online. this data is then analyzed and used by i to create a perfectly tailored user experience. this is known as hyper personalization. let's take a look a, i 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 called this hyper personalization. in the past, a single tv commercial would be produced by entire country put on social media. personalized advertising has become the standard. now the ads you see depend on your interest. with the help of a commercials will be able to target each person individually is going to be a hybrid, personalized one, the one targeting video. instead of using the same video, ad creative and,

and sending adobe but the ad campaign with several con, from earlier made use of g o data. 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. hide the nation? go to the email, we don't get to promoting a movie about an undercover cop. rephrase a i utilized user data such as the name or the last movie ticket, purchased online. the back month they moved us through to me because he knows it. and we do the opposite. normally that the that seems pretty creepy if you asked me . but it could become standard practice to him because it allows celebrities to speak hundreds of different languages fluently in, in the advertising campaign and team super style. you know, massey invites fans to watch soccer together. she addresses the past by name with

anyone can get a mess the message. the idea behind the campaign is simple. the more personalized advertising becomes the most successful. it will be a process of marketing correct. blanca is convinced of this. having a sales person speak their name specifically on it. it's sort of throws, throws people in that. that's why they want to share it. they want to, uh, engage with that message. people want to see themselves reflected in advertising, but not everyone looks like the people we usually see. and that's, that's why modeling agencies are increasingly embracing diversity models now come in all shapes, ages, colors and size of people with disabilities. a book more and more to however, engaging so many different people for their products. it's expensive for companies that's pay the way for agencies that utilize a i fashion models that's cheaper. and just as diverse, see,

amsterdam modeling agency law land wants to revolutionize the fashion industry. their models are real people, you won't see them stretching down catwalks. rather, they've been generated by artificial intelligence, the founder of the agency, michael and assigned use these a gap in the market, i think historically, uh why the company came into inception. i'm a person of color means that i felt the pain point that you and consume is the way you never feel like you see a model that looks like it so. so the best way to predict the future is to create it and that, and that. and then the reason that lauren 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 closing brand,

levi is announced a test collaboration with lola land and early 2023 critics broke out when it comes to brands using a i generated models, what we might see is an illusion of diversity where the models are diverse, but the people on the payroll controlling those identities aren't and that's a problem digital fashion models aren't completely new though. sure to graham or new nori, for example. they don't only look beautiful. the can actually work several jobs that once they to cause to stir in the fashion scene, even before the ai boom and was a mazda abilities, are endless. i can to pick them under water. 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 kind or believe

a i models will become popular and advertising. kennedy, i model. tremendous potential to really talk to the consumer in a very specific and persuasive way, because they can look very similar to themselves that the consumer themselves or, 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 really frustrated because we're not sure that, that, that image, that video, that the recording of voice is it's actually authentic. it's almost impossible to discern what, what is real and what is fake of at least for the average consumer real, all 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 i produced a commercial on its own? a lot of them based marketing company did just that. and then by road with the results, the piece of uh, um, tammy does look at the people and the be accounts. all the images were created by text inputs, so called prompts mostly with the open source a, i modeled stable diffusion. another technology that makes online shopping easy a is augmented reality. nowadays all you need to try out a new piece of furniture for your home is a smartphone. we'll that arm chair you spotted earlier. look as good in your living room as it did in the show room. ready which pair of glasses suit you best. holographic augmented reality apps allow users to test items before buying them online. they're increasingly being used in advertising. last year spending on a are campaigns more than double world wide,

totaling more than 3200000000 years. the apps open the doors for a new kind of online shopping, the new number about sell you some things about you to try something and then and then july kids and you feel this is something you like and you can buy it . so it's like more like not just improve safe marketing advertisement experience, but actually kind of pre trial or something, you know, low cost or possibly using holographic a. our apps is simpler than you might think. all you need is a smartphone. this is because the apps work with filter, much like those on snapshot or instagram. anyone in the mood for re decorating can easily get out their smartphones and scan the room. the app and measures the space . recognize as prominent features such as windows and doors, and generates a 3 d model. the tracking technology makes it possible to precisely follow the

smartphones movement in the room and place the furniture exactly where it's wanted the. this is it taking august during the early stage, but in the future that will change how people feel about marketing at nevada. it's not like you see this junk email or just the phone calls or just, you know, the, you know, text of 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 arm chair will fit personalized advertising based on artificial intelligence and augmented reality has huge potential for advertises, but when the algorithm predicts my interest to, well, i do wonder, does it know too much? what do you think? does hype a personalized advertising appeal to you? that there's no by and see you next time the

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