Amazon x Gan.AI: End to End Personalized Advert Generation

The Customer

Amazon, a global leader in e-commerce and technology, offers an extensive range of products and services to customers worldwide. In India, Amazon's Prime Day is a highly anticipated event, providing exclusive deals and fast shipping to Prime members. Seeking to elevate the shopping experience during this event, Amazon aimed to deliver highly personalized content to its diverse customer base.

The Challenge

For Prime Day in India, Amazon wanted to enhance customer engagement by providing personalized and relevant video ads. The main challenges were:

• Personalization at Scale: Creating hundreds of unique video ads tailored to individual products, prices, and special offers for different SKUs was a monumental task using traditional methods.
  
  
• Time and Resource Constraints: Conventional video production was time-consuming and costly, making it impractical to produce personalized content at the desired scale and speed.
  
  
• Consistency in Brand Voice: Maintaining a consistent and authentic voice across all video ads without the ongoing costs and logistics of coordinating with voice-over artists was essential.

The Solution

To address these challenges, Amazon partnered with Studio by Gan.AI, leveraging their advanced video personalization platform to create a highly efficient and scalable solution.

Complete Voice Generation

• Advanced Text-to-Speech Technology: Gan.AI replicated Amazon’s voice artist with remarkable accuracy, capturing perfect pronunciation, tonality, and style.
  
  
• Custom Voice-Over Model: Developed a TTS model trained specially for ad creatives, allowing for endless variations in voice-overs without additional costs.

Personalized Visuals

• Dynamic Product Showcasing: Videos featured specific products tailored to individual customer interests, both visually and in the voice-over.
  
  
• Pricing and Offers Personalization: Displayed product prices with slashed discount prices and included various special offers like cashback, no-cost EMI, and instant bank discounts.‍

• Engaging Animations: Utilized dynamic, motion-tracked, and animated visuals to enhance the appeal of the ads.

Personalized Variables Implemented

• Products: Each video highlighted the exact product relevant to the customer.
  
  
• Price: Showcased real-time pricing and discounts to provide compelling value propositions.
  
  
• Offer Visuals: Incorporated different text and icon visuals to represent various offers, enhancing the personalization of each ad.

Campaign Execution

The entire campaign was set up within a week, showcasing the efficiency of Gan.AI's platform. Once the setup was complete, over 200 personalized videos were generated in just 10 minutes. This rapid production was a stark contrast to traditional methods, which would have taken weeks.

Amazon was able to make real-time edits and adjustments to the creatives across campaigns, enhancing agility and responsiveness. Changes that previously would have required significant time and resources could now be implemented almost instantly.

Distribution

The personalized videos were seamlessly integrated into YouTube ads, allowing Amazon to reach a vast audience with highly relevant content. By delivering ads that featured specific products, prices, and offers tailored to individual customer interests, Amazon significantly enhanced customer engagement. The scalability of Gan.AI's technology meant that this personalized outreach was achieved without additional time or resource investments.

Key Results

The collaboration with Gan.AI yielded impressive results for Amazon's Prime Day campaign in India:

• Rapid Production of Personalized Videos: Over 200 unique videos were generated in just 10 minutes, reducing production time from weeks to hours.
  
  
• Highly Targeted and Engaging Ads: The personalized video ads enhanced customer engagement by providing content that was directly relevant to each viewer.
  
  
• Cost Efficiency and Scalability: The creation of a custom voice-over model reduced long-term costs and eliminated the dependency on voice-over artists.
  
  
• Real-Time Edits and Iterations: The ability to make immediate changes to creatives improved campaign agility and responsiveness.

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