A UK technology company is inserting customised product placement into films and TV shows – even those that were originally released decades ago. The firm uses artificial intelligence (AI) to analyse films and TV episodes for space where the ads or objects can be subtly inserted. It means old Hollywood classics like Casablanca or The Great Escape could soon appear on streaming services with the newest ads in the background, like a new Apple smartphone or the latest McDonald's whopper. Streaming services including Netflix and Amazon Prime Video could be temped by large offers from companies to insert their ads to content, to accompany the subscription fees from its userbase. Mirriad's technology could even allow different ads to be seen by different people, based on their internet search history, just like targeted ads on Facebook.

Library sales to streaming companies have helped to keep revenue flowing for content owners during lockdown. Now, they can take advantage of a new technology that can digitally insert branded products and promotional items into finished content. Its platform uses AI to identify the most natural and meaningful placement opportunities, and then employs VFX technology to insert real-world objects that weren't in the original shoot, like a vehicle or a bag of potato chips, or overlays existing brand imagery with new product shots. Mirriad can boast an impressive list of media clients it has worked with, including Tencent Video, 20th Century Fox, RTL, Channel 4, France TV and ABC. Brands they have helped include Pepsi, Sherwin Williams, P&G, Huawei and T-Mobile.