Creative Disruption! Yell Advertising's Generative AI-DEATE LAB
Yell Advertising, the first Thai advertising company with an international network, has introduced a generative AI platform called AI-DEATE LAB.
Dissara Udomdej, Yell's CEO, introduced AI-DEATE LAB to the public for the first time yesterday at the Marketing Technology & Innovation Expo 2023, a large event with over 6,500 people registered at Samyan Mitrown.
The company is elevating the industry from a craft-by-human to a craft-by-AI era. Yell honours its human experts' creative instincts while boosting efficiency and productivity with this platform. Yell’s streamlined workflow and empowering tools generate compelling artwork and storyboards with remarkable speed and minimal team involvement, unlocking the full potential of the workforce. This allows creatives to focus on ideation, generating more ideas and spending less time controlling production.
Reduce creative work time and increase organizational efficiency with AI-DEATE LAB
A new tool available to all agencies in Q4 of this year!. The benefits of AI technology are well known, and research by Bain & Company indicates that incorporating AI into work processes can result in cost reductions of up to 40%.
Above: How Reduce, Replace, Rethink can create cost transformation at various levels
AI-DEATE LAB aligns with the work culture of advertising agencies that operate under a "Hustle Culture," which often leads to a working overload, especially in today's era of numerous advertising platforms and placements. While AdTech offers various solutions to address these issues, it still cannot significantly reduce the time required for the most critical stage of the creative process: the ideation process. Generating the core concept that agencies must present to clients still relies on human creativity.
Above: How the framework of using Generative AI in the creative process reduces work time by 80%.
How is AI-DEATE LAB different from Midjourney?
The basic working principle of Midjourney comes from the Diffusion model, which requires users to be proficient in writing prompts and using a highly complex platform to create a customized model that closely resembles real work. However, AI-DEATE combines all the tools through a Single Dashboard for creators. The most special feature is the use of ControlNet technique to help the model learn the structure of sketches or templates using various techniques such as Pose estimation and DepthMap, which are styles of different brands. This trains the AI to understand the Identity Design, Pattern, and Style of brands in the database, allowing it to generate Mockup work that closely resembles the brand's identity, as well as adding new conditions such as adding a new presenter to see if it fits with the brand, or adding design styles according to various Design Trending. It also supports Prototype Design to perform AB testing.
Above: Choosing the best scene or winning formula in design being used as a template for the next advertisement
The future of the advertising industry in the age of Generative AI
AI-DEATE LAB is still in the experimental phase, specifically for Yell Advertising, to improve its efficiency in advertising. Yell have shared the White Paper for this project on https://github.com/YellGroup/AI-DEATE-LAB to encourage developers and creators to participate in this project on a wide scale. In the next quarter (Q2) and Q3 of this year, we will open it up for agencies and other organizations to use for free to benefit their development and elevate their organizations to the next level.
