Three Longs & Three Shorts

Cadbury ad shows how the ad industry is becoming AI-savvy

Cadbury ads have always invoked emotions of warmth with a social messaging underpinning it, especially the ones around Diwali. Continuing from last year’s focus on lending a helping hand to small businesses hurt by the pandemic, this year’s Diwali ad featuring Shahrukh Khan goes one step further by leveraging artificial intelligence to let small businesses use the superstar as their brand ambassador.
“Have you seen the Cadbury advertisement where actor Sharukh Khan’s digital avatar is endorsing small businesses by the names of their respective stores?
The personalised ad, which has gone viral online, uses Bengaluru-based’s generative artificial intelligence (AI) platform to generate those digital images and enable small businesses and merchants to modify a part of the digital avatar’s speech to address the stores by their names.
Generative AI, which is helping perform this digital trick, allows computers to learn an underlying pattern in the original data source and use it to generate similar content. Some of the techniques used include generative adversarial networks (GANs), transformers, and variational auto-encoders.
GANs, unfortunately, are better known for developing deepfake videos whereby a person’s face is replaced with that of another, while the underlying speech is unchanged. GAN pits two neural networks–generator and a discriminator against each other. The generator is responsible for generating content based on the original data while the discriminator is responsible for finding the inaccuracies in generated data and original data.
The fact, though, is that the advertising industry in India has started to leverage AI to make advertisements work more effectively for brands. The use of digital avatars is just one application. Other notable applications of AI in the industry include targeting of consumers with advertisements based on insights generated through AI tools and leveraging AI to show more personalized versions of the same advertisements to different consumers.”