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Speaker 1: Turns out one of our favorite ads at the moment

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Speaker 1: is an ad that's been made by AI.

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Speaker 2: I'm a real Skinny mobile customer who loves them so

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Speaker 2: much that I let them digitally clone me using AI.

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Speaker 1: The AI generated Skinny ad came in fresh at number

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Speaker 1: ten of our favorite ads in the country. Tina from

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Speaker 1: Turner's takes out the number one spot. Matt Bain is

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Speaker 1: marketing and data director. It's Spark which owns Skinny, and

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Speaker 1: he's with been our Hey Matt.

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Speaker 2: Hey, how are you going?

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Speaker 1: So? How does can you just explain how this ad

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Speaker 1: was generated?

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Speaker 2: Yes? So, in the past, like low cost brands like

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Speaker 2: skin he wouldn't be able to use CGIO computer generated

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Speaker 2: imagery to create scenes. New AI capabilities means that that's

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Speaker 2: now been democratized, so so brands like Skinny can actually

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Speaker 2: do things like, you know, clone a customer and then

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Speaker 2: create scenes that wouldn't have been possible on Skinny's budgets.

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Speaker 1: This is her name's Liz, isn't it Liz from Carried.

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Speaker 2: Her name is Liz yep from from the North Islands. Yep.

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Speaker 1: So she's all because people will know this ad. I

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Speaker 1: mean I don't know why, but It sticks in your mind,

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Speaker 1: doesn't it.

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Speaker 2: Yeah, Liz is great. She actually used to work for

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Speaker 2: Spark many years ago as a technician. She's a loyal

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Speaker 2: Skinny customer. And Skinny's got this great tradition of like

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Speaker 2: using its customers and it's advertising. So this is kind

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Speaker 2: of an evolution of what skin he has always done.

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Speaker 1: Right, and so she's real and then she's sort of

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Speaker 1: been cloned and that part of it is cgi'ed and

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Speaker 1: does that make is it cheap to do?

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Speaker 2: Yeah, because it used to be that, you know, it's

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Speaker 2: Lord of the Ring style. CGI is what you used

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Speaker 2: to have to do, which is a massive production, and

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Speaker 2: now AI makes it possible to do it, you know,

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Speaker 2: at a fraction of that cost. And so for us,

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Speaker 2: you know, it's a really novel way to present our

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Speaker 2: new spokesperson. And so Skinny is all about finding new ways,

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Speaker 2: you know, hacking systems, finding new ways to give customers

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Speaker 2: deals and new ways to advertise itself. And so we

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Speaker 2: felt that this technology, particularly when it's new and novel,

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Speaker 2: was an awesome opportunity to kind of do that.

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Speaker 1: Do you think that's why people like it because it's

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Speaker 1: new and or is this just a sign that actually

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Speaker 1: people don't mind AI generation content.

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Speaker 2: I think that part of our objective was to educate

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Speaker 2: people about the fact that this content could be generated

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Speaker 2: by AI, because there's a lot of fear at the

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Speaker 2: moment around it, and so we wanted to a use

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Speaker 2: the novelty. I think over time it will become more

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Speaker 2: common to be less novel and then you know, it's

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Speaker 2: hard to cut through advertising, so you're always looking for

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Speaker 2: something novel to do. So my expectation is as it

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Speaker 2: becomes more widespread, it will become less powerful as a novelty.

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Speaker 2: But that's why we've moved fast on it to try

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Speaker 2: and make the most of that kind of novelty.

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Speaker 1: And what sort of deal did Liz get? I mean,

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Speaker 1: if you keep recreating her and she's not needed anymore,

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Speaker 1: does she still get paid?

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Speaker 2: Well, we still, yeah, we're still using her as well,

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Speaker 2: so it's not like goodbye Liz. But so she got

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Speaker 2: she got a talent fee, so we worked we had

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Speaker 2: to work around what does a talent fee look like

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Speaker 2: when you're using AI as opposed to just recording a

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Speaker 2: one off video. And of course and of course she

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Speaker 2: got free Skinny Mobile for life as well, so added perk.

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Speaker 2: On top of the bonus, it's talent.

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Speaker 1: Liz is a happy customer, Matt, Thank you, Matt. Brain

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Speaker 1: marketing and data director sparking Z also on Skinny For

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Speaker 1: more from Heather Duplessy Allen Drive. Listen live to news talks.

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Speaker 1: It'd be from four pm weekdays, or follow the podcast

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Speaker 1: on iHeartRadio