Japanese beverage giant Ito En Ltd. has revolutionized the world of advertising by featuring an AI-generated model in their latest television commercial. This groundbreaking move has set a new precedent in Japan’s advertising industry, leaving viewers astonished and sparking conversations […]
Japanese beverage giant Ito En Ltd. has revolutionized the world of advertising by featuring an AI-generated model in their latest television commercial. This groundbreaking move has set a new precedent in Japan’s advertising industry, leaving viewers astonished and sparking conversations about the potential future of AI in replacing human performers.
The television advertisement brilliantly showcases Ito En’s popular “Oi Ocha catechin green tea” drink, with the AI model stealing the spotlight. The theme of the commercial centers around the concept of seizing the opportunity to change the future and highlights a woman who discovers the secret to a healthy future through consuming catechin green tea. The AI entertainer portrayed in the ad goes through various transformations, aging gracefully, joyfully indulging in the tea, and radiating a genuine smile.
The decision to incorporate AI technology into the commercial was driven by Ito En’s desire to realistically depict the physical changes an individual may undergo over the span of 30 years. Although initially not intended to create a commercial personality using AI, the company ultimately recognized the potential of this cutting-edge technology. The development of the AI character involved extensive training using a vast dataset of faces, refined by skilled designers to achieve a remarkable level of authenticity.
To further exemplify their innovative spirit, Ito En also utilized AI in the design process of their plastic-bottled catechin green tea series. With the collaboration of Plug Inc., an AI service provider in Tokyo’s Chiyoda Ward, the company seamlessly integrated AI-generated images into the product designs. This collaboration allowed Ito En to evaluate three times the usual number of design options within a considerably shorter timeframe.
The commercial, featuring the awe-inspiring AI model, can be enjoyed by viewers on Ito En’s official website and YouTube channel. Witnessing this remarkable fusion of AI technology and advertisement leaves us pondering the limitless possibilities that lie ahead in the realm of advertising.