IGAworks said on the 20th that its AI creative solution "Fixtype" has been used to produce real ads for major global brands just 10 months after launch.
Since launch, Fixtype has produced campaigns for about 40 brands and has been used as a case of producing 100% artificial intelligence (AI) ads that actually aired on TV in Korea. TV ads must satisfy both internal brand review and media screening, and commercial standards are required, such as maintaining consistent video quality for each cut.
Recently, low-cost automatic generative video services have increased in the market, but there are limits to meeting essential requirements for commercial ads, such as product detail, scene continuity, and compliance with brand guidelines. Fixtype provides deliverables that can actually run in media buys, based on a production structure designed to meet commercial ad standards.
AI ads are also being used in terms of performance. Haroutine built about 80% of its TV ad production with AI, and sales increased from the previous month after going on air. Bark applied AI-based 3D human visualization to produce scenes that are difficult to achieve with conventional shooting, and INEOS Group Holdings S.A. Grenadier recorded an increase in views and early closure of a test-drive event with a 100% AI vehicle ad.
Fixtype is currently being used in domestic and overseas brand campaigns for CJ CheilJedang, Korea Eundan, DORCO Co., Ltd., NH Nonghyup Capital, Dong-A Pharmaceutical Co., Com2uS, and 11Street, and has been selected as a production partner for AI ads by global corporations P&G through a program by the Seoul Center for Creative Economy & Innovation.
Han Seung-su, head of the Fixtype business, said, "Because broadcast advertising is an area where actual expense is spent, the standards required for each scene are clear," and "Fixtype is expanding its scope to global campaigns based on a production approach that meets these standards."