00:00So Zav, yesterday during the Vermeer happy hour, something that most clients pointed out they were most impressed about was the speed and the agility on the movie trailers that we created.
00:18So basically, we invited guests to come to our booth, take one selfie on an iPad, and then in a matter of eight to ten minutes, at the very most, we would have Hollywood trailers using their faces.
00:32And they were transformed into Hollywood actors.
00:34And also, not only the movies, but we would have backstage pictures.
00:38We would print their movie posters.
00:40It was really, really mind-blowing for some of them.
00:43So I think the main question is, how do you see AI enlarging creativity?
00:49And what is AI unlocking in terms of creative and craft for brands right now?
00:55Yeah, thank you.
00:57AI is magical.
01:00I mean, it's a blessing for us creative and position people because it's allowing us basically to do stuff that we couldn't think possible before.
01:09And what we wanted to demonstrate as well here is that actually AI and creativity is not just only for social media or small production.
01:18It could be actually at a very high level.
01:20It could be for movie.
01:21It could be for the sphere maybe tomorrow.
01:23So this is what we wanted to demonstrate with this organization.
01:27I think the AI is allowing us basically to push even further the creativity.
01:35Do stuff that was not possible before, but also do stuff in a manner and in efficiency that wasn't possible before.
01:43We actually did a live experiment with someone from the audience and it was quite nice.
01:48Can you tell us a bit why did we, in part, created Vermeer?
01:55So what was the insight and why did we find it needed but also very relevant for our clients and our brands to rely on a platform like Vermeer?
02:08Vermeer has several objectives.
02:09The first one is we want to basically make sure that everyone within the group, within Avast, could use all the tools of AI for creativity but also for production.
02:20At the moment there's so many tools on the market it's difficult to know which one to use or which one not to use.
02:25So we wanted a place basically where everyone can use it.
02:28The second thing is we wanted a place, that place to be safe.
02:31So at least you don't ask yourself can I use this or not use it.
02:34So that was the second option.
02:35And the last one is basically try to push people as much as possible to be empowered thanks to AI to do stuff they couldn't have done before.
02:44So either by controlling the AI, which was more of the question that we don't play and have random basically image generated or video generated, so we control what we want.
02:54Or on the other side you don't want to control.
02:57So you let basically the AI do artistic stuff, crazy stuff and you can play basically with your creativity to produce anything you want.
03:05In the case of Vermeer with Yadik yesterday, we wanted to demonstrate we can control exactly the scene, the video and we can insert anybody and personalize as much as we wanted.
03:17That's great.
03:17And I think the magic thing about Vermeer is because it's built out of intelligence.
03:23So it will learn and it will grow based on the inputs from our clients and based on our inputs.
03:29We can train Vermeer to look, to speak like our main clients.
03:33We can teach how we should, what we should and what we should not do.
03:37And Vermeer will just be a safe, relevant, crafted place for our designers all over the world to work for our brand.
03:43Yeah, that's exactly why we built it.
03:45But I think the most important part of Vermeer is not the platform itself, was not the picture on the iPad, but it's the talent and the studio AI that we have set at OPPOP.
03:58And the fact that we have the right talent and the right people operating Vermeer.
04:05A tool by itself, as Yadik said, he asked her on the stage, doesn't create meaningful stories.
04:10It's not creative enough.
04:12And we'll never be able to be a storyteller like a genius creative mind.
04:17So I think the most important part about Vermeer is not only a tool, it's a way of working, it's a workflow.
04:22And it has the best talents operating that.
04:25And I think you would agree, because it's your team.
04:27Absolutely, yeah.
04:28It's empowering, empowering everyone, empowering your talents, basically.
04:32So the more ideas we have, the better we are.
04:35Exactly.
04:36And it's on us to help Vermeer, to train Vermeer to be better and better.
04:40And it's on our talents to do that.
