Advertisers Leverage AI in Social Media Marketing

Big brand advertisers are looking to AI to revolutionize product placement, particularly on social media platforms including TikTok, reports The New York Times.

One example is from dancer Melissa Becraft. In a recent video, a poster for Bubly, the PepsiCo-owned sparkling water brand, hands on the wall of her apartment. The work, along with many others that have hit social media channels, is made possible by a start-up called Rembrand.

The advertising service uses generative A.I. to place a product into a video in a way that looks natural. One of the founders, Omar Tawakol, explained that “the product has to look exactly right; Pepsi is not going to be forgiving if you screw with their logo.”

The agency’s executives say the technology can transform product placements by driving down production costs. On the creator side, it can be an easy way for them to make money without having to handle products or talk about them.