Should Brands Use AI or Real Celebrity Videos for Endorsements?

As brands face the choice between AI-generated and real celebrity videos for endorsements, this article explores their production processes, advantages, and limitations. Understanding when to use each can help brands enhance their promotional strategies and engage their target audience more effectively.

Nowadays, Brands are faced with the decision of using either real celebrity videos or AI-generated celebrity videos for endorsements. Each approach has its own unique benefits and challenges that can significantly impact brand promotion. Real celebrity videos involve meticulous production processes, leveraging the star power and authenticity of a celebrity to create an emotional connection with audiences. On the other hand, AI-generated videos offer brands the ability to produce multiple customized promotional pieces efficiently, often at a lower cost. This article will explore how these two methods differ and provide insights into which option might be best suited for specific marketing goals.

How Real Celebrity Video is created

Creating a real celebrity video for brand endorsement involves several key steps:

1. Concept Development: The brand and creative team brainstorm ideas and create a script that aligns with the brand message and the celebrity's persona.

2. Pre-Production: This includes logistics planning such as location scouting, scheduling, hiring a production crew, and preparing props and costumes.

3. Filming: The celebrity performs according to the script while the director ensures the desired outcome. This phase involves multiple takes for quality.

4. Post-Production: Editing the footage, adding special effects, sound, and color grading to polish the video.

5. Approval and Distribution: Final review by both the brand and the celebrity’s team, followed by the distribution of the video across chosen platforms.

Each of these steps ensures that the video is professional, engaging, and effectively promotes the brand by leveraging the celebrity’s influence.

How AI Celebrity video is created

Creating AI-generated celebrity videos for promotion typically involves using a single real video sample of the celebrity, this means all the procedure of real celebrity video creation is also done before the involvement of AI in it.

Later this sample video is enhanced by artificial intelligence to produce multiple, contextually relevant promotional videos. Here’s an overview of the process:

1. Initial Video Sample Collection: A high-quality video of the celebrity, often a sample with diverse facial expressions and movements, is collected.

2. Data Training and Face Mapping: AI models analyze and map facial features, expressions, and voice patterns from this sample. Deep learning models, often Generative Adversarial Networks (GANs) or specialized deepfake software, are trained to replicate the celebrity's expressions and voice in realistic detail.

3. Script Input and Customization: Brands provide the desired scripts or messages for the promotional videos. The AI system then uses text-to-speech (TTS) and facial animation techniques to generate videos with the celebrity “speaking” the provided lines.

4. Rendering and Quality Control: The AI renders the videos, ensuring realistic visuals, lip-syncing, and expressions. Quality control checks refine the videos for realism, adjusting lighting, movements, and transitions if needed.

5. Adaptation for Multiple Uses: With the base model created, the AI can generate multiple videos tailored for different platforms or messages, adjusting tone, gestures, and background scenes as specified by the brand.

This method allows brands to create a variety of promotional videos efficiently while maintaining consistency in the celebrity’s look and feel across different contexts. It can be used where you have to recreate multiple promotion videos for one sample video by changing a few variables. One of the best examples of Celebrity promotional videos with the help of AI is Cadbury's local store promotion with Shahrukh Khan. It basically changes the name of the store and recreates the video which looks absolutely real. Thus, one sample video promotes various stores with less production cost.

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Now let's see what are the key differences between AI and real celebrity videos

Key Difference Between AI and Real Celebrity Videos

Which type of Video brands must use for endorsement?

AI-generated videos can be used when:

• When quick content creation is needed for social media campaigns.
• For personalized marketing targeting specific audience segments.
• When having budget constraints.

Real celebrity videos should be used when:

• When seeking high-impact endorsements to create emotional connections.
• For brand launches where authenticity and trust are crucial.
• In campaigns where the celebrity's reputation directly aligns with brand values.