2024年6月21日9:41 AM

What are the benefits of using AI talent and AI models in advertising? Introducing actual cases

What are the benefits of using AI talents and AI models in advertising? Introducing actual cases

The talents and models used in TV commercials and advertising posters can be considered the “face” of a product or service.

So what if the celebrity or advertising model who is their “face” is actually a fictitious person?

In recent years, there has been a growing trend in the advertising industry to use AI-generated talent and advertising models.

In this article, we will explain in detail what AI talents and AI models are and the benefits of using AI talents and AI models in advertising.

We will also introduce how these people are actually being appointed and the initiatives being undertaken by the company.

What are AI talents and AI models?

They often used celebrities or advertising models who could be considered the “face” of the product or service and who were popular at the time, creating a formula in which “products sell along with their popularity.”

However, in recent years, there has been an increase in advertisements using AI talents and AI models.

AI talents and AI models are generated by AI that have human-like appearances, voices, and sometimes even personalities; they are also known as virtual humans rather than real people.

Like real-life entertainers and advertising models, they disseminate information through advertising activities, video sites, social media, etc., and have a major influence on people.

In the Japanese advertising industry, Ito En’s “Oi Ocha,” which began airing on TV in September 2023, has suddenly attracted a lot of attention.

Other companies, such as Suntory, Kinki University, and Parco, are also increasingly adopting AI advertising models, making this a technology that is currently attracting attention.

Benefits of using AI talents and AI models in advertising

We will explain the benefits of using fictitious AI talents and AI models as the “face” of products and services that attract public attention.

Benefits of using AI talents and AI models in advertising: No need to worry about scandals

AI talents and AI models do not have to worry about scandals like real talents and advertising models.

Nowadays, online flame wars starting on social media happen almost every day.

Small scandals can spread quickly through social media and online news, often causing significant damage to a company’s image and products.

Although AI talents and AI models have a main profile, they have no origins or private lives, so there is no opportunity for them to become involved in any so-called scandals.

In addition, the behavior of AI talents and AI models can be controlled with prompts, so there is no risk of damaging the company or brand image even if they are used in products or services.

Benefits of using AI talent and AI models in advertising: No cost

To use AI talent or AI models, you first need to make an initial investment in generative AI.

The development and setup costs are not cheap, but once you get past that, ongoing costs can be kept quite low.

For example, if you use a real-life talent or advertising model, they will naturally be paid a fee.

The going rate for TV commercials is over 10 million yen per commercial for famous actors, and astonishingly high fees of up to 100 million yen for top entertainers and athletes.

Even if you do not use a famous advertising model, continuing to employ an existing advertising model requires ongoing costs such as labor costs, insurance premiums, employee benefits, and transportation costs.

With AI talent and AI advertising models, there will be no fixed costs associated with hiring, so the cost reduction effect will be significant.

Benefits of using AI talent and AI models in advertising 3. Work without breaks

The biggest advantage of using AI talent and AI models in advertising is that they can work without any breaks.

AI talents and models that are not real people never get hungry or tired.

This means we are available 24 hours a day, 365 days a year, whenever you need us.

Even if your job requires constant time off, such as late-night live broadcasts or holiday events, AI talents and models can work without worrying about illness or working consecutive days in a row.

Examples of using AI talents and AI models

We will introduce some examples of AI talents and AI models being used in advertising .

The effects of each use will vary, and you will be able to see the potential of the AI talent and AI advertising models.

Case study of AI talent and AI model hiring: Itoen

Itoen was the first in Japan to use an AI talent in a TV commercial .

The idea was conceived to find a way to appeal to young consumers with the message that “you can stay healthy and youthful even 30 years from now,” and it featured a story about a gray-haired woman who is rejuvenated to how she looked 30 years ago.

It is difficult to find a talent capable of playing a role with a 30-year age difference, so virtual humans have emerged as an option that offers the advantage of achieving realism.

In the case of real advertising models, special makeup and CG are used to create a 30-year age difference, but with AI models, it is easier to change the age.

It seems that many people who actually saw the TV commercial did not realize that it was a virtual human, and initially there were many questions asking, “Who is that female celebrity?”

Eventually, word spread on social media that the ad was created by an AI talent, and the realism of the AI talent became a hot topic.

Case study of AI talent and AI model use ②Parco

Parco, a company that creates advertisements with a unique worldview, uses cutting-edge image generation AI to create fashion advertisements.

The biggest feature is that everything, from the characters to the backgrounds, is created using prompts (words for generating images).

The video advertisement is an expression of the artistic and fashionable style that is characteristic of PARCO, and all of the motifs, such as Christmas ornaments and gift boxes, were created using image generation AI.

Both the AI advertising model and the background are graphics created by Prompt, but the finished product is realistic and fashionable, as if it were actually photographed, making it a fashion advertisement that embodies the potential of generative AI.

Case study of AI talent and AI model use ③Suntory

The soft drink manufacturer Suntory has created an anthropomorphized character for its carbonated drink, CC Lemon, and is using it as an advertising character.

By publishing the process of creating an anthropomorphized character using the latest AI technology and a video introducing the AI character, we were able to successfully get many people interested in CC Lemon, a popular product.

Additionally, they are using social media to introduce the AI character and spread the article, which helps promote the product to younger generations.

Case study of AI talent and AI model employment 4: Kinki University

Kinki University places great emphasis on newspaper advertising and has won numerous awards in the past.

In a newspaper advertisement published in 2023, a fictitious university student was generated using AI, and a non-existent Kindai student was used as an advertising model with the catchphrase, “A classy university, not ranked.”

The fictional university student featured in the paper was created by training an AI to study 400 photographs of actual Kindai University students, from which a “Kindai student who seems like he could exist but doesn’t” was created.

This AI advertising model was created by a Kindai University student, who was a first-year student at the time, using the image generation AI “Stable Diffusion.”

The actual images are of such high quality that they look like real students (but they don’t actually exist), and the process of completing them by a single university student in just one month has also become a hot topic.

This advertisement won the Grand Prize at the 43rd Newspaper Advertising Awards.

If you are interested in AI talents and AI models, please visit MabuhayTech

The talents and advertising models used in TV commercials and advertising posters are also the “face” of the product or service.

An increasing number of companies are using fictitious people, or AI talents and models, as the “face” of their brands.

AI talents and AI models are virtual humans generated using the latest AI technology, but just like real talents and advertising models, they can disseminate information through advertising activities and social media, and influence people.

If the talent used were a real person, a scandal could damage the product or company, but with AI talents and AI advertising models who have no private lives, there is no need to worry about that.

Another benefit of the AI talent/AI advertising model is that it keeps costs down and allows employees to work without breaks.

In fact, AI talents and AI advertising models have been used in many situations, including by major companies such as Ito En, Suntory, and Parco, and at Kinki University, a newspaper advertisement using an AI Kinki University student advertising model created by students won an award.

The use of AI talents and AI models is spreading rapidly around the world and is expected to play a major role in future marketing.

These days, companies are under great pressure to reduce costs, and generative AI technology is an effective way to reduce these costs.

This isn’t a problem if you have your own IT resources like a large company, but small companies face a mountain of challenges, such as not being able to secure sufficient IT resources or not having enough IT personnel.

There is a noticeable shortage of IT personnel in Japan, and even if people are interested in AI talent or AI advertising model generation, they are being forced to give up due to the cost.

In the Philippines, where our company is based, the country is making a national effort to develop IT human resources, and many IT engineers are being trained there.

If you are a company interested in AI talent and AI advertising models, please contact MabuhayTech.

Free consultation is here.