What’s Next for AI and Marketing?

Dor Leitman, SVP of product and R&D at Connatix, weighs in to Adweek on the opportunities and risks of the latest AI tools.

Video and audio

On the marketing side, AI-assisted video creation is helping brands customize content to specific viewers and capture attention in cluttered media environments where visuals and sound trump text. For example, sports publishers are producing videos that integrate player and team stats updated in real time. Similarly, finance publishers like Bloomberg are using AI to showcase the latest market moves. When AI-driven video is implemented, the scope of what’s possible in the creative process expands to what creators can conceptualize and describe rather than what is most practical or cost-effective.

While many took notice of generative AI’s text-to-image capabilities, text-to-3D and text-to-audio have pushed the technology into a new phase. Text-to-video is a major development as well, with companies like Meta and Google developing software in the space. Some capabilities of the tech are creating live portraits from photos converted into realistic talking head models and creating stylistically different versions of original footage for publishers to iterate on successful content. —Dor Leitman, svp, product and R&D, Connatix