Op-Ed: How AI-Generated Video Will Revolutionize Retail

Video is the format that receives the most engagement, often 10 times more than static content, and the power of using video assets to drive sales is well-proven. The issue is that premium video is really hard to generate, making it the privilege of brands with the luxury of big budgets and long lead times. Capturing professional-quality video is a painful process, requiring a camera and talent to be present, synchronously, on location, with all the associated paraphernalia that comes with it: crew, hair and makeup, agents and so on. A single video can barely be produced at a $10,000 budget. As such, when it comes to marketing tailored to many individual products, target audiences, or regional messages, all refreshed on a frequent basis, formats have been largely restricted to just an image and text.