We talked TikTok’s new AI influencer tool with Modern Retail and what it means for our 40 brands running on Shopify:
"When you start to bring in AI, and you have someone reading from a script, I think that consumers are a little bit smarter than you think, and I think it may come across as disingenuine, to be honest,” said Rebecca Traverzo, OpenStore's Head of Marketing.
OpenStore’s Traverzo said she’s “bullish” on the potential of AI-powered marketing for brands, saying it can help companies work faster and at a greater volume. OpenStore has been using AI to develop ads, particularly still imagery and photography for Jack Archer, its men’s focused athleisure brand. Such ads have performed 300% better in terms of user engagement, compared to regular ads, said Traverzo.
That’s because generative AI lets OpenStore take Jack Archer’s “Jetsetter Pants,” for example, and render an ad that shows the product on various models in real-life settings – like the airport or a golf course – so shoppers get a better sense of how the pants look in everyday life. A full creative production that would typically take six to eight weeks can be done in as little as a week or two with AI, said Traverzo. Plus, brands have more options in terms of models and set locations.
As for TikTok’s AI-powered influencers, OpenStore’s Traverzo is waiting to see how other brands leverage the technology first, including competitors, and how consumers react to it before testing it out.“
Thank you Modern Retail & Allison Smith for the opportunity to share our thoughts.
https://lnkd.in/e-iahZrz
