AI Ad Creatives: Yay or Nay? Live Webinar

Key Takeaways

hello how's everyone doing Jake JY how are you good good welcome everyone yes so hello my name is Jake I I originally started in the entertainment industry and then have been in the marketing and ugc realm for the past four years but in the last six months I've been focused primarily on AI work and AI advertising especially in the last few months as the tools have progressed and yes as far as my AI stance goes like Savannah said it it's inevitable these tools are advancing by the day so I I thought I might as well learn the tools and see what what I can use what I can't use and there are a lot of limitations right now so it's all about it I guess I'm in the era of like experimenting with AI seeing what's out there how we can use those tools in advertising in marketing but yes we'll we'll go through it in the presentation as like what uh limitations there are as well and hello I'm Jui I have been in Performance Marketing for over 11 years now spent over $850 million in performance advertising in the last decade and yeah I'm just really coming here also just from the brand side perspective because I've worked with brands on like being employed directly but also a freelancer with about 25 clients last year so I'm getting a little bit of a sense of how they're sort of approaching AI like everyone's keeping their finger on the pulse because they have to but of course there's some big downsides to using it as well so will definitely come with that POV and share what I'm seeing as well awesome thanks Jake and juy um for those of you who may not know me my name is Savannah Sanchez my agency is the social Savannah I create ugc ad creatives for a variety of Brands and apps across meta and Tik Tok so without further Ado we're going to dive into this presentation of how we are all using AI some great examples of using AI maybe some not so great examples too so we can have some debate over whether these AI ads are effective or not or not so let's go ahead and dive right into it so like Jui and Jake mentioned we've all worked with some amazing Brands here's just a small list of some of the brands that we've worked with collectively across all of our experiences just want to make sure juy and Jake make sure you mute your mic as I'm going through this there's a little bit of Reverb that's so much better okay perfect so one thing I wanted to say to start this presentation off was I wanted just to create a simple cover photo of this presentation so I can use it on my emails and social media so canva has a new AI feature so I gave it my photo I gave it details about this presentation the date the time and I thought you guys would get a laugh out of the way that it came up with these examples I mean it looks like a like an octopus hair they didn't even use used my photo they used someone that looked like me so when I see stuff like this and I think we've all seen AI with like six fingers coming out and just crazy stuff it's like how could AI possibly make a good ad when it seems in a lot of ways it's still pretty behind but I hope in this presentation we could show you some different perspectives of how brands are using AI on these very highly trained models and see what is possible beyond just some of this stuff that I've generated with no success that looks like the something from the substance by the way for right it is terrifying I I don't know what's going on here but I was like I'm not I just designed it from scratch so for Creative teams or anyone that that is a designer we're not being replaced yet there's there's still such a need for for Designing and capabilities because AI is not quite there so I wanted to talk about how I personally use use AI in the production process for my ugc videos I've done a lot of experimenting with different tools over the last year and I want to share some tools that have actually been useful in the ad creative production process so a quick overview of the tools I'm going to go through I'm going to go through some of my favorite tools to create voiceovers language transitions how we transcribe testimonials how we clean up audio tracks using AI how I use chat GPT prompts to help come up with scripts and shot lists but I do want to say that for my ads I create with my team I personally don't use AI to create scripts number one is because I find that it comes off really in genuine like it looks like it's written by AI it's very formulaic which I don't like and I also don't use AI avatars AKA like fake ugc people talking so I'm GNA dive through these in a bit more detail one thing I do use AI for that has been really helpful is by getting shotlist ideas so for example when I go and shoot with a Creator to film a product I will want to get certain shots like an unboxing I want to get them using the product I want to get them doing testimonial and what AI can do and I used notion AI to generate this example but you can definitely do this with chat GPT or any AI tool is give the tool a website and say hey create me a ug write me a shot list to produce a ugc video with this website's information and I simply just entered the website and then as you can see in the example you can also refine it so I said don't include messaging points just include different shots we need to make a good ad I go in and give it a bit more inputs so I think the inut the inputs that you give AI is really important to get what you want uh so yeah you refine the prompts by having it include or onit certain information so this has just been really really helpful because it will scan the website and learn about the product and then it comes up with a pretty decent list of ideas of different shots you should get so for instance I will send this shot list to a Creator and then they will film it so great for generating ideas like this you can also ask chat GPT or any AI to collect customer reviews like if you want to give it your website and say like hey can you give me a summary of all these customer reviews that really helps me in the research process process or help me collect PR or different social proofs about this product and it can scan the web and find that for you another way that I've been using AI is for language localization using 11 Labs so 11 Labs is an AI tool that helps you generate voiceovers and it's incredibly popular across Brands and agencies right now I will show you an example of how we did it for built this is the original video with our Creator's real voice so I'll play that for you now so this the real ad there's no AI here what we did is we asked 11 labs to come up with a voiceover in Spanish with the same script and I'll show you how that looked out basic school so that Spanish AI voice was completely generated by 11 labs and I think it's really helpful if you're trying to Target different C different uh countries and you want to quickly get voiceovers of different countries this has been a GameChanger I would say I would try to have someone on your team double check it that actually speaks Spanish to make sure that the translation actually makes sense and that it uses words that are natural so that's an example of how I've been using AI voiceovers for localization and it is performing right like I it's performing for a lot of brands that I've seen I just see if it's performing for you too nice yeah people can't tell that it's an AI voice over from what I can tell anyway but as you can see in 11 Labs you can do text to speech so I simply typed in like theas and you can choose like a Spanish sounding voice so it has Spanish tones and then that's how you would generate it and then they would come up with the voice over so 11 Labs is probably my favorite AI tool that I've been using another way you can use 11 Labs is by testing different AI voices for the hooks so hook testing as many of you know it's really important on meta and Tik Tok so I'll show you two examples of different hooks that we generated we love path social and it isn't hard to understand why and here's number two if you want to become insta famous it's as easy as using so it just makes it easy to test multiple hooks without having to go to the Creator and have the re-record multiple hooks because that's laborious on them they don't want to do it and if we can just run it through through AI to get the voice over if we want to do hook testing this has been really efficient so here's an example of how to do this you would write one hook three reasons why I love loop ear plugs and then the second one I can't live without my loop ear plugs and then you can choose the voice uh you can play with the different stability settings and it turns out pretty good another way that I use AI in the production process is by transcribing testimonials so for instance if you get like a five minute raw testimonial video from a customer and you just want to easily see everything she says so that you can give it to an Editor to make a ug C ad with captions without having to have them listen and write down every single word I use a tool called Otter Ai and you can upload any video file and it will give you this the transcription which I found is really helpful when you are working with an editing team team and you want to make generating captions much easier another really cool tool I've liked playing with is a completely free tool it's called podcast. adobe.com enhance essentially all you have to do is upload any audio file to this website I think you just create a free account is how I did it and it will enhance the speech so if you get a customer testimonial video or a ugc and their mic quality just wasn't quite up to scratch you can just drag and drop it into here and the AI will clean up the audio and make it sound almost as it's if it's almost as good as if it was recorded in a podcast Studio that's how crispy it is so would definitely recommend testing out this free tool to clean up any audio file one example that I wanted to share is something that can't be done with AI so JY and Jake are going to be sharing a ton of different AI examples but there's still a lot of Concepts that can't be done with AI just yet so any type of try on uh having the Creator talking to the camera showing different outfits at this moment it's just going to be really difficult to get AI to do this in a realistic way another concept that's working really well on meta and Tik Tok to my clients are these skit style Concepts where it's the Creator talking back and forth to herself showing the products in different ways and this is just something that AI can't do a I can just really just talk to the camera at this point and then lastly anything that's unique and cool so like for this one for Shopify it was it's almost like a dance routine of her putting on her robe taking off her shoes putting on her slippers going inside the house and then creating her store on Shopify so any type of like creative like scroll stopping out of the box like crazy ideas that's all stuff that still has to be shot with a human and using the creative brain these are also things things that chat GPT can't come up with it can come up with ad scripts for like three reasons why and some like things Tik Tok made me by but to come up with something unique and cool like this or like an interesting script it still takes a lot of human brain power and humans to execute it I do want to talk about a trend that I'm seeing across all of my clients people are asking for ads that don't look like AI they want ads that are telling real stories that are featuring real people their genuine reactions to the product I feel like there's almost like a counter AI movement happening at the same time I don't know JY have you experienced the brands you work with as well yeah I mean we are going to show some examples of this ahead but there is I think people are still a little bit skeptical because of potential backlash that can happen when people realize that it is AI so yeah people are being a little bit careful but I think that's why a hybrid approach like you mentioned where you're just using it a little bit like maybe in the backend process of scripting or maybe using it just as a vo versus the entire thing being created is basically like that's how people are dipping their feet into it right now that makes a lot of sense Jake thanks for sharing these videos these are looking a lot better I think it it could be canva you know technology these days and that's another point that I want to make why can't these technology companies just improve the softwares that they already have instead of trying to come up with the next AI latest and greatest thing if we're having glitchy streams and glitchy internet glitchy presentations I just wish some of these companies would focus more on improving what we already have but that's just a a side take anyways we can go on to the next slide alrighty we're passing on to Jui to learn how are Brands currently using AI all right all right so yeah so I mentioned this you know just a little bit earlier but uh every time we talk about AI we think oh it's like oh my God we're going to have models and we're going to have this and that like all consumer facing but actually the reality is a little bit different at the moment because AI also is still very much in development like it's moving at a very very fast rate especially like when we hear in the news like deep seek made this model for cheaper or like oh Manu has come out and like we have these avatars and like all that development and news is moving at such like lightning speed but um you know I think that what's happening in reality in terms of execution is things are moving a little bit cautiously and slowly except on the backend operation side that's a lot more easier right to have use cases that are like no-brainers like anything that saves people time saves people money potentially becomes is very cumbersome to do as a task is a no-brainer so you know B bots on the customer experience side have been around forever they get just getting more and more enhanced and sophisticated deck creation a lot of us myself included hates doing this so I would happily use an AI tool to make it look prettier coding is actually a big use case because you can just train these large models to on very very complex problems and they can sort of help instead of like you know racking your brain on trying to figure out like one piece for example sales and Outreach is a major one I think because it's such a manual process and if any of that can be automated somehow that's going to help a lot with efficiencies this also helps with influencer Outreach because you know nowadays like when you're doing influencer gifting and stuff you're reaching out to hundreds and even some in some cases thousands of people and only a few people respond out of that like maybe like five less than 5% so for those kind of tasks I think it is use ful on the flip side of that though you're probably going to get so much more spam than before because of how easy it is to for uh you know companies to set this up and then the last thing you know like wanted to talk about annotations as well I mean some of you in the chat might be video editors and you're all familiar with annotations could be tremendously helpful right because you're watching hours and hours of footage which takes a lot of time and if AI can just automatically label a lot of that that makes your life a lot easier and increases product activity you can move to the next slide but what about creative I know this this uh panel this uh webinar is all about creative so let's talk about how brands are using it for that so you know Savannah talked about this a little bit but transcribing and scripting this is again a backend task that happens it's not consumer facing so you know like training models and even developing like custom models of your own on your past wins could potentially end up being like helpful in developing a fly whe or a Swip file uh for the future and people are doing this and finding success after tweaking it you know in terms of consumer facing I've actually seen more people use Statics rather than videos with AI and this is more so because they already have flat layers of the product or they have photography you know product photography ready to go but they're using AI to enhance it so changing backgrounds you know using different types of fonts like things like that has been sort of effective and it actually also looks realistic because you don't have a person in there you know like samanah you said like there's no try on really happening so it has been effective and then in terms of um localization you know Savannah talked about this too but like localization has saved people a lot of time and then hook testing alter altering lines has been big as well but you do need explicit permission from the crater on that side um so yeah but Hot Topic what about AI avatars so actually these are being used a lot but more in Asia and the Middle East and like in Asia like you've noticed you probably noticed but like if you've been to a lot of those countries um like China Japan and stuff like that you'll see they were already using a lot of animation and like avatars in their advertising anyways from before like even Japan for example has a huge anime culture so that actually like bled over into the average iing too so it was much more acceptable from a consumer side to start seeing avatars you know over there but in the US it's uh completely different um it's completely different right like uh there's more possibilities of backlash on things and uh we're also seeing Affiliates I mean they're just the most crafty marketers out there so they're using a lot of this in organic social accounts and we'll show you some examples of that to go viral and just like sell Amazon products and like get a commission off of it and then small businesses and drop shifters they have small budgets and they want to be as efficient as possible so they are using and experimenting this they don't have that much of an issue with like worrying about brand safety either because it's like a Drop Shipping Company you know so they're like much more comfortable doing it you know you can see some examples here uh from Tik Tok uh Chinese in China where they're actually doing complete live live streams with AI avatars so that is the thing yeah so this is typically used to save money some are created using prompts but they're obviously more fake looking you can look at the ones on the right there which are like models for a fashion company potentially but the what the way people are building these to make them look more real is they're actually cloning the likeness of a Creator uh who signs their usage away um then they're basically just altering the lines and things using lip syncs so that's what's making them look a little more realistic yeah and go next all right let's let's watch an affiliate at example right so that video I know saman I saw you like fighting laughter the whole time that was playing but this video guys has 10 million views on Instagram 10 million and there's tons of these just different versions that we' put these examples of that you guys can watch later and they have a lot of fake fake like misinformation so there's a lot of legal issues and things potentially and also you saw how they did the brand integration just like slid it in there like slightly but it's there right and uh when you go to Linkin bio it's like linking you to their an Amazon store where you can buy and obviously they're making like a commission off of that these kind of accounts are all over Instagram and Tik Tok right now and and they're using the exact same formula it's always like oh I was the eighth wife or I became a nanny to billionaires in Switzerland or my sister worked as Zinda stunt double I was like Wow even Zena was inspired sister worked as Z yeah you guys can you guys can can watch these later but they're they're they're like sprouting all over and it's very elaborate we could play like 10 or 15 seconds of each one yeah so there's usually like a brand integration like like towards the end of the uh video because by that time they've hooked you and got you watching the whole thing but uh yeah I mean cat like what you were saying you know lack of trust and things absolutely it definitely can I think it needs moderation there needs to be more rules around legalities of some of these things as well it's just not there right now which is why they're all over social social media but they do seem to be working I mean some of you commented in the chat a lot of people think this is real and are falling for it I saw some of my mom's friends actually following some of these accounts so definitely like you know people are yeah so yeah just wanted to share like this is what's happening that is insane so you're saying that these fake creators have accounts that they're posting these videos on too it's not it's usually like an educational handle like it's like health tips or you know like travel hacks or it's like that kind of thing and it's not entirely like Avatar based so these are actually they've probably taken usage from certain people and just changed the scripts via lip sync and voiceover so I feel bad for the people who sign their rights away to be featured and the stuff but yeah I I would never yeah so let's talk about the downsides I mean we talked about like you know how industri is moving this direction so you have to like know about it and things like that but like anytime you do put it in consumer facing there is a risk of backlash so here are some examples where it's happened with pretty large companies so you know meta released earlier this year some AI influencers just a test if they can like build out different personalities and niches and immediately there was backlash and they had to roll roll all these profiles back so that's something that happened you know Koch generated an AI generated ad uh for Christmas and it was actually a recreation of one of their really top performing campaigns from the past and it got a ton of backlash all over then you know like uh Levis actually tried to do AI imagery uh on their product detail pages on e-commerce and they announced like a partnership with the company and immediately there was backlash and I I don't think they ended up rolling it out I'm not fully sure but there was definitely like backlash around it and then even in Hollywood like if you look at what happened with the brutalist they just used a little bit of AI like mainly for like speech modulation and things like that and it just got a tremendous amount of backlash the director actually had to make a statement saying it was not like used a lot and things like that you know uh before they went for the Oscars so yeah there is I think it's leading to Brands being a little bit more cautious and skeptical especially when using it like on consumer facing but definitely still keeping their eyes on it because they have to you know we're moving in that direction and the other one of other downside is risk of misinformation and impersonation so you know it's deep fakes make it extremely easy to like take somebody saying something really nasty or something that they could get canceled for and just changing the face on it so I think it falls a lot like it puts too much responsibility on the social media platforms to ensure that this is moderated um and then fake news you know there's possibility of lot a lot of that um with this being created one thing I've seen in ads I've seen them using Joe Ran's voice as like the fake podcast and showing like his fake Wow have you seen some of those no yeah I have too I I know Joe has seen them too and also speaks out against it but it's like there's so much data of him talking it's so easy to clone his voice that's why he's one of like the easiest ones that people are illegally cloning yeah so some key takeaways here Brands still need to keep a pulse on AI because the industry is heading that way what we're seeing also actually is more so than like AI replacing people it's more so like people who know how to use AI might be replacing people so I think there's more of a need of just learning it and upskilling it regardless of how you feel about it because it's just is just it's moving in that direction it's like you know refusing to exit out of desktop and moving into phones for example I think change is happening and we have to sort of at least learn it or learn about it then separately you know they've started using AI to increase efficiency though there skepticism on the consumer facing asset side there are use cases where AI can be used in Creative right now outside of use of Avatar so we talked about voiceovers we talked about using it in the script generation process we talked about hybrid use right like you could use it you could record a lot of things in live action could use it for VFX and things like that and then AI will continue to develop and improve but protections from impersonation things like that it's going to be absolutely necessary I know from the artist side of things I mean Jake you had also shared that um a court recently ruled that you can have copyright over some of your AI work but uh I think there's just legal side is definitely just going to keep evolving yeah so as far as the legal side goes it's essentially there needs to be enough human creativity in whatever the product is so if you're creating a brand and create an AI generated logo and you just use that that's technically not copyright writable so it you definitely still need your human creativity side of things you can't just input a prompt and get a video out of it you actually do still need to be creative which I think it's my turn to get into so how can you create with AI like I believe or here I sorry I guess I'll I'll go over this slide first so what tools exist so we already spoke about ugc avatars some of them look extremely plastic and fake as well as the audios so 11 Labs like Savannah showed you can type in a prompt and get an audio but you can also do speech to speech so you can personally do the voiceover and then turn that into a different voice so that it's not always yourself speaking so you can become an unlimited amount of characters in your videos and do the voiceovers yourself but yeah so that if you want to take a screenshot of this I believe we're also sending this to you after but here are some of the tools that I personally use in my workflow and the most advanced here would be comfy UI comfy UI essentially is like you know how zapier automates by taking all of these different tools and creating a single workflow on your screen so that's essentially what comfy UI is is so if you're trying to do something really complicated with AI such as having a product image and upscaling it to be 4K and then turning it into a video you can like do all of that in one workflow and comfy UI that's a more advanced thing but for now we will go through I guess like the basic tools of how you can use AI in your ads such as training a model on your product so for example this was Ash Ryan who trained a model on this addess and what training a model means is taking like five to 30 images of your product giving that to an AI to learn exactly all of the different angles and how it looks in an image so that way you can reference like for example product a you can label at that so that whenever you say product a within your prompt it will generate that specific product so that's how to create images with your product or you can take existing images and easily composite uh your product into the image so here are a few different examples so as you could see it's like this is an AI image they purposely put this I guess drink there knowing that in the postprocess they were going to change it to this and this could be done manually through a compositing process but AI just makes it a thousand times easier to just drag and drop your product essentially and it'll match the lighting to whatever exists within this world so here are a few more examples and then you can also do it through the video process as well so you can take a video and for example add anything to it so here are a few Clips adding different objects into videos so for example you can make this part of your hook so let's say your hook for a video is like let's talk about the El in the room and there's a massive elephant behind you you can do that now with AI and just have your own visual effects and then here is how to swap different things in your existing footage as well so you can swap clothes you can swap bags you can once again do visual effects but easier with your existing videos already and of course these come with limitations a lot of these softwares only give you 5 Seconds of video so it's not like you can change your clo for the entire video you would have to go clip by clip and break it down so it may be a longer process if you're doing longer Clips but if you're just doing a short like 5-sec clip it's extremely easy to do in a second it takes like maybe a minute to generate one of these with a simple promp I will say some of the VFX stuff like I don't know if you guys saw a film called here uh it's got Tom Hanks and uh basically they they shot everything liveaction but they deaged him and aged him completely using AI so they took him all the way down to 18 years and then scaled back like all the way up to like what 75 80 in his 80s um and I I didn't think it looked terrible to be honest uh I don't know what your thoughts are Jake but maybe those of I definitely would think that it would work with AI right now sorry so yeah so this is an example of Google just a couple weeks ago using AI for hyper targeted ads so they took all of the location data from where their digital Billboards are throughout the city of New York and figured out exactly what events were happening around what may be specific to that location took that data and then generated copy for each of the Billboards as well as the image so this image of whatever the product is is also AI generated so they just made that uh a simpler process rather than having to go through piece by piece and rather they just approve different copy instead of generating it themselves which may have taken a lot longer so ways that you can use AI Savannah also mentioned this that you can use AI to brainstorm I would not suggest it for actually scripting your content it can become very generic and not creative so strongly suggest you still have creative input but as far as custom gpts go so custom GPT is essentially a chat GPT like uh chat box but with pre-existing knowledge so you can train it's not exactly training but you essentially train it on certain things beforehand before your conversation so you can have a GPT specific for copywriting you can have one specific for creating a shot list like spand mentioned as well or if you are creating AI vid videos you can also have an AI prompt generat so that you can have better prompts for your image generation process so I highly advise creating specific gpts for whatever aspect of the creative process you are doing you can also take your existing images I would say this is more for the image side of things you can use generative fill to expand your images and change the aspect ratios depending on what platform you're advertising on so here are a few hybrid ads which are initially shot like a real production but instead of using visual effects which may cost tens of thousands if not hundreds of thousands of dollars they use AI so here is an ad of a car dreaming and these are the visuals of what the car is dreaming about all generated with AI and then same with this other hybrid production that's currently going viral from original Source this one originally only shot two scenes the scene of him in the shower right there and then all of this is AI generated sorry it doesn't have audio but it eventually ends up in the office and those were the only two real shots in this entire uh oh no these videos broke Jak no it lagged for a second but you're back now you're good I was going to say that the videos the videos broke you but we we still got the main thing okay well I will go on and hope that these don't break it too so as we mentioned before ugc does exist but it's it's very limited right now only talking to the camera and here's just some examples of how people are using it other than the the stories that Jew he was showing us so as you can tell it's not the highest quality the voiceover sounds robotic the lip syncing isn't there yet and these are all tools that are continually improving so I've already seen a lot better lip syncing tools than that and same with the voice generation like that's improving daily so as you can see like this is a lowquality ugc ad but just an example of how they just overlay the ugc Creator or avatar on top of whatever the ad actually is and then this is one way that I actually do encourage you to use AI avatars if you already have existing ugc content not necessarily of the creators themselves but of your product if you already have be roll essentially you can take that Boll and add it add a ugc avatar to the intro the hook and then have a voice over throughout the video as well this way you can already take your existing videos or photos and be able to easily generate a new ad using that and then I just wanted to focus on like once again the creative is the most important thing like AI video is there the quality is already there but you'll see 90% of AI videos today the creative is just terrible like that's why a lot of AI videos do not pass the test of like is this real because the creators themselves aren't using it in a creative way to actually make it into an ad and finally the limitations AI is very bad with complex motion so when you're generating a video you likely need to usually at least generate minimum of five videos in order to get one two second clip that actually works so it can be costly if you do use one of the higher models so it is something to at least test because it's not it's not like actually that much higher end models cost 40 Cent per generation for video and that's like five seconds of video so if you're generating 20 videos then it can get costly compared to just doing your ugc content on your phone and recording things that way but of course compared to these like higher and visual effect shots that would cost tens of thousands of dollars it is definitely worth it in that aspect and AI has a lot of I guess like inconsistency across scenes and as we mentioned before there's copyright and ethical concerns which I don't think we need to expand on too much I I think we all understand that there's bad parts of the AI world as well so yeah I think we are opening it up to questions yes please post your questions in the chat we gotten some really good ones so far I took a couple from LinkedIn that we got already one of them was asking about can your creative team be replaced by AI agents and I put a screenshot of like one of the thousands of LinkedIn posts I see every day like this AI agent replaces a $200,000 growth manager so I'm curious to know Jake from your experience with these tools do you think that the creative team like those jobs still exist I mean from what you've said what I understand it's really only as good as inputs it gets so yeah exactly I don't think it can replace a team at all so as you can tell the the process is still very human controlled you need to generate the image generate the video edit it together have all of the creative input from that side and there are some companies that are trying to automate the entire process with an AI agent and those videos are terrible you definitely need to have creative input along the way and be able to I guess not replace your team with AI agents Simon asked in the chat if we have any tips for prompting realistic AI videos since you mentioned so many of them are trash yeah so that comes down to what model for the image generator you're using so the image generator is impacted more than I guess like the video generators because video generators are there's like five top ones like cling Sora V2 and then I personally use p a lot because I'm a creative partner with them but yeah I I would say during the image generation process it's a lot of the reference images that you have so if you create like a mood board of whatever images you want the picture or video to look like that way it can take those into account when generating the image for you so for instance if you're trying to create a ugc character with AI you can import a bunch of ugc creators into the mood board and then it'll take that into account when generating what the actual image should look like as well say on the static ad side it's actually not that bad you can take your product photography and just change our backgrounds and stuff and it's actually not looking it's looking good in so a lot of cases and even testing well on the video side if you want to make it more realistic you I think the cloning you know like getting likeness of somebody and and then just lip changing the lip syncs is the way to go to make it as realistic as possible like 100% AI generated Avatar is not looking realistic yet yeah what she say by that you can take a 30 second video of someone talking and replace their audio so they can be talking to the camera like this 30 seconds and then you can generate a script put it into 11 Labs or say it yourself so that it sounds more realistic than an AI generated voice over and once again use speech to speech change that to another voice if you want and then you can use a lip sying tool like cling Ai and change exactly what they're saying along those lines I wanted to bring up Alicia's question of do you think fully AI ads convert in why just wanted to quickly give my take here I think this is why a lot of brands are coming to me and saying like hey we want to try stuff completely out of the box something weird something new because the AI generated avatars because they are so common now they want to stand away from the noise so I think that in terms of do they convert I haven't seen any AD accounts where it's like just AI Avatar videos at least targeting the US to where those are top performers it's still using like regular models regular stuff but curious what ji's been seeing in in the market as well and Jake I mean I would say like all the larger Brands all skeptical like they're they're too worried about the backlash but as I showed you I mean those Affiliates those affiliate videos they're out in the wild and they're racking up millions and millions of views so clearly it is working and people are buying from that you know like whether it's ethical or not like that's definitely debatable but it's performing so yeah I I would also agree like it is performing especially if you're targeting people who aren't like too well-versed with the AI stuff like I I've seen a lot of people targeting older demographics on Facebook and once again like ethically like I'm like I don't really agree with that but yeah like you can definitely build out systems that that work with AI and AI is getting to the point where it won't be noticeable like I'm guessing you've probably seen videos yourselves that you didn't even notice was Ai and I think that will also like in increase the I guess like level of the playing field for Creative like I I think like Savannah said as well like The Human Side of videos is definitely going to be something that Brands go after as well so there will be more of the ads that can't be generated by AI I think there will be this huge increase in creativity using Ai and then with that an increase in like the human generated content as well I think they're a good compliment to each other like I feel like it can help you with like iterations and get different types of content that's not just CC but it sounds like at the moment it's like you need like a mix of both to really succeed right now like you shouldn't be totally anti- aai and not want to play around these tools but don't just like create all these AI avatars and expect them to convert yeah I I agree I guess the the main takeaway from this webinar I would say is experiment with AI just see what you can and can't do how can it improve your current process with like a hybrid workflow and not just create these AI ugc avatars and have everything automated I like that Jake a question for you and then I'll pass it to JY to answer too uh George says for a creative team that uses no AI what three tools would you recommend to get started or must have the three tools image wise I would use mid Journey because it's just very userfriendly and creates the highest quality images right now video wise cling is the top video generator right now using image to video there are like straight text to video generators that may do better like V2 or Sora but cling is the best when you're trying to take an image and animate it and then be 11 Labs just because voiceovers and voices are are so important my recommendations is also like thinking about like more on the backend side of things too in terms of scripting iterating research things like that which a lot easier to use get into AI with like taking your reviews files and just having it summarize it into like hey selling points for example could be something that saves your team a lot of time and then just even like going through a tons tons of Tik Tok com ad comments and Instagram ad comments you know you could that could help as well The annotation piece I think is really important for video editors so I would look into those as well for mine 11 Labs is like my go-to for if I'm going to create a AI Genera voice over I will say as a caveat I would say for like 90% of the ads we create we're still using like real creators talking to the camera using their real voice what I found it helpful for is just like for the language transcribing or let's just say like a Creator messed something up like she pronounces the brand name wrong or we want to just try a different hook then we will type in like the alternate hook into 11 but it still sounds maybe just because my ear is so like in tune with it I still think it sounds like a robot so I always prefer if we can get a real voice and that's where we do like 90% of our ads someone in the chat also asked if there's a specific tool I use for ugc scripts like I mentioned I don't write write scripts with AI because I think that they all sound the same and they're really generic so I have uh some team members that are copywriters I rely on to still write scripts it's crazy right like I'm still using real human copywriters in 2025 who am I um but that that's the process that's been giving me the best results one other question that I wanted to bring up to the group was how do you respond to the ugc Creator that are accusing you of hurting the environment by using AI so I think there is a lot of Creator concerns here we've talked about like dubbing a Creator's likeness I feel like that's something that is extremely problematic or changing their voice to say something different I'm curious to get both of your perspectives on how we can like keep the Creator economy like honest and and how how we prevent things Bad actors like this from from going crazy with these AI avatars and voice manipulation I would say from my perspective think think I think the governments are and like Regulators in general are just caught up with too many things right now to focus on that and I think it's going to take something very bad for people to actually take it seriously so I think there will be some bigger lawsuits like everyone has seen some Bad actors in the AI space and makes a really bad name for people who are using AI in proper ways and trying to use it to like improve their creativ but yeah I I think there will be some bad outcomes with AI and then hopefully that Sparks more debate and more just like overall regulations that come along with it and that that's not even from the government only I think also these platforms I I know that they are adding like AI generated tags to some of their content and I think that will be one of the bigger ways that it comes as well there's actually a question in the chat that I actually have for you also Jake and that is uh how can I generate the same face in images and videos for a movie Pitch deck or teaser generate interest yes so there are several ways the easiest way right now would be with like mid Journeys character reference so you can reference a character with one image or multiple but it's not always the best it gets like 80% there if you have like a super generic face sometimes it will perform better but there are more advanced ways like using comfy UI to have a consistent character so you would need to just like the product how you would train it train an AI on your product you would instead train it on a specific character so that instead of like product a it's character a or whatever their name is and you can then reference that when creating your images so that those are like the two main ways and then there's also Al ways where you generate the image first try to get it to look as close as possible to the Creator that you're trying to or like the actor that you're trying to replicate and then you go into comfy UI and essentially face swap them that's really cool one funny comment I saw in the chat from Alicia you brought up that people aren't super well versed in AI so does brain rot AI work and I wanted to quickly answer this before I bring it to to the group I would say okay yes it maybe does work for a small portion of the population like we mentioned the elderly you can make your own judgments on the moral issues there but I would say for a lot of the brands I work with there is a lot of concern about brand safety even if an AI Avatar ad can make money in the short term how does that damage the brand perception does that if someone recognizes hey like the mouth's off from The Voice like this is an AI robot how could I possibly this brand that they're giving a testimonial saying oh the supplement works so well and they realize it's an AI bot so brand like tarnishing I think that that cost needs to be baked in it's not just the cost of generating the AI Avatar it's the cost of that brand trust that Brands spend years building up and it can be destroyed with one bad campaign one thing I also want to mention too maybe in the short term you can create a thousand different ads replicating a ugc Creator's likeness and maybe in the short term that gets you incrementally a bit more uh scale in your ad account but your relationships with creators especially the ones that are performing well for you and creating content for you those are worth their weight in gold I really don't think a Creator is going to appreciate if you replicate her ad with a thousand different ways that she's moving and saying things that she doesn't believe in you're going to not only maybe get in legal trouble with that Creator but damage that relationship and having great relationships with creators to get ongoing content is such valuable currency in this Marketplace so that I'm off my soapbox now but wanted to pass it to Judy and Jake for for their perspectives too I agree with that I said it before like I worked in the ugc space as well like I would agree that it can damage your brand like it depends on what your brand is like if you are like one of those videos that that were selling like the spray for a car like if you just have like a simple Amazon storefront type thing and you're just trying to promote that one product like sure your brand isn't as important as something bigger that it's not just a quick storefront for a couple products so yeah I would agree it depends on what like your service or product is yeah and uh one thing I'll add is there has been a big big rise in faceless accounts on social media I'm sure you guys have seen this all over the place but there's a lot of platforms like uh faceless video and video for example that will just automate a lot of this like you can just create an account and you can choose your Niche and stuff and then it'll just post for you every day so it could be like some sort of motivational video or it could be like some sort of you know about like comic books or like any Niche really and you don't ever have to show your face or anyone's fa in it it's all yeah so you're going to see a lot of this and it is working right now but what's happening is because this has become so easy to create like there's millions and millions of accounts being created like this right it's going to increase the amount of content we see on social platforms and eventually people are going to get fed up of it so I think that is also there a risk there but for now in the short term yeah it's working people are watching it yeah I agree a as this becomes more populated popular sorry it will be very oversaturated very quickly because of how fast AI can do it so I I think the style of AI content will be noticeable soon and creators will specifically create content so that it doesn't look AI two more rapid fire questions before we sign off I saw a couple people in the chat asking about the icon tool Jake do you have any thoughts on that one yes so icon is a newer I think it released like maybe a month ago so what they're trying to do is incorporate ugc avatars as well as like a chat GPT specifically for ugc ads so I know someone Also earlier mentioned a question like how do you find ugc scripts so that's one thing that icon is trying to do is create a GPT specifi