00:00 Can you imagine Bollywood superstar Shahrukh Khan promoting a small shop in your city?
00:06 In fact, doing ads for thousands of shops all across India?
00:15 This became a reality thanks to generative AI advertising.
00:30 Generative advertising means you no longer need to record every single piece of advertising.
00:37 You can use the recent breakthroughs in generative AI technology
00:42 and use people's digital clones to create hundreds of thousands of video ad creatives.
00:48 In a campaign for the Hindu festival of lights, Diwali,
00:54 AI startup RePhrase partnered with an international advertising agency and shot a short video with superstar Shahrukh Khan.
01:02 After training an AI model with this footage,
01:07 the startup created a platform where small shop owners could produce their own Shahrukh Khan advert.
01:13 More than a hundred thousand entrepreneurs took advantage of the service.
01:18 Royal Fashion, NK Cloth, Pasquale Lakshmi Collection.
01:23 The world of advertising is changing and thanks to AI,
01:27 ads can now feature a variety of people depending on the audience they're intended for, without reshooting the video.
01:34 You could even see celebrities rising from the dead to star in a commercial.
01:42 I was born at an interesting time for Britain in 1874.
01:47 As fascinating as this new technology is, the risks are obvious.
01:52 Let's say a company has the rights to a celebrity's digital clone.
01:56 How do they make sure the clone won't be used for another purpose?
02:00 RePhrase AI, a company which turns text into video, checks every text input they receive.
02:09 But Ashrey Malhotra points out that it's always the creator who's responsible for how the software is used.
02:15 Is this enough to convince celebrities that their digital reproduction is safe and won't be used in other contexts?
02:23 And could AI help make ads more relevant for you?
02:28 Or will celebrity endorsements completely lose their meaning?
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