Spectrum uses generative AI to create TV commercials

Spectrum’s ad sales business, Spectrum Reach, today launched a video production platform built on generative AI technology. The offering will allow clients to easily generate a relevant spot for their business, with the option to include an AI-produced voiceover as well. Related: A generative AI guide for brands It works much like AI bots such as ChatGPT and DALL-E 2, querying the client to type in their business name, location and tone of choice. A menu of 11 AI voices will also be presented, each differing in vocal timbre, delivery, energy and speed. Once all selections have been inputted, the technology—provided by startup Waymark—will create a personalized commercial. Interest in generative AI tools has skyrocketed since the beginning of the year, a trend undoubtedly reinforced by marketers who are eager to find ways to fit the technology into their business strategies. Use cases already stretch from brainstorming to copywriting to producing custom content for email marketing campaigns. Spectrum Reach’s tool has taken the generative nature of popular bots and suited them specifically to the needs of small and midsize businesses (SMBs). These clients tend to lack the deep pockets to create TV commercials from scratch. Spectrum is hoping its new tool will relieve some of this concern by making it easy for them to create a custom spot, which the media company says will be “ready to air” for TV and streaming campaigns. The platform appears to personalize ads by scouring a business’ social footprint, such as online reviews and recent images of inventory. The whole process, from query to creation, should take five minutes or less, according to a press statement. Spectrum Reach and Waymark have been in partnership since 2017, focusing on ad opportunities for SMBs. In May 2020, the duo offered to create free videos for small businesses that were struggling as a result of the COVID-19 pandemic. Other marketers are showing a commitment to generative AI tools beyond one-off activations. Coca-Cola this week struck a deal with Bain & Company and OpenAI—the business behind ChatGPT and DALL-E 2—to explore how the tech can be used to enhance the creativity of the beverage maker’s advertising. PR firms are also embracing AI platforms, though less of the generative kind and more of that which allows for better analysis. Check out the latest Ad Age events and award programs

Spectrum uses generative AI to create TV commercials

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