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John Carnell

John Carnell

One Potential Future of Voice Advertising?

We were asked to imagine one potential future for Advertising in a VoiceCentric world could look like. We offer you….SynthVerts.

Voice is going to change the way advertising is fundamentally delivered, by allowing synthetic representations of brands and personalities to interact with consumers on demand and at scale.

These are not humans, they were created by an A.I

This new permissible form of SynthVerts will create a brand new dynamic for advertisers while increasing the value of celebrities personal brands through their most powerful intellectual property, their voice.

Imagine a scenario where a leading sport star is going to launch a new range of footwear, he is going to be doing traditional media but he’s also going to want to leverage his social graph, all of those fans he already has.

So he offers them an opportunity like no other, he will personally call each and every one of them in exchange for their mobile number.

He will tell them all about his new product and offer them a free trial, obviously he’s not going to call every single person but using his SynthDouble those calls will be made at scale and he can ask each and every fan to put his virtual representation on speakerphone.

This allows him, with permission to trigger voice actions on the user’s behalf “Would, you like me to arrange a sample?” OK, “Alexa, ask Beckham’s Footwear to hook my buddy here up”

As CloudGPU power increases expect fully realistic video representations of celebrities to go along with the voice. But a face without a realistic voice is just a mask worn by an imposter, the real challenge is in creating the most realistic SynthDouble’s possible that beat the uncanny valley in both voice and visual presentations.

Once we get over the valley, the celebrity or brand voice can be fully personalised to the customer’s preferences including addressing them by their full name and handling even complex requests with an entirely natural response.

Adverts that truly respond to each consumer, intelligently with SynthDoubles that can be composited within the advertising space on the fly & based on the needs of the product and the consumer.

We are moving beyond the days of linear, static advertising to a world that is fully connected with synthetic doubles of well-known celebrities & brands ‘Personafied’, creating a personal connection and bridging the air gap with their own unique voice.

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