Human communication

The future of communication will be video first: Ashray Malhotra,

Digital media has, over the past decade, undergone a great revolution in terms of technology. Companies like have pushed the boundaries of technology, and brands are digging into them.

Using high-tech generative AI technology to create videos for brands seeking growth and engagement, helps them connect with their customers through avatars of real human beings, giving brands a personal touch.

The company uses hyper-personalization and innovative deep learning and artificial intelligence tools to help brand videos reach specific consumers.

Founded in 2019 by Ashray Malhotra, Nisheeth Lahoti and Shivam Mangla, the company now has more than 50 clients, including Amazon, Mondelez, PwC and Johnson & Johnson, among others.

He is particularly notable for his Cadbury campaign with Ogilvy and Shah Rukh Khan, where small businesses across the country received a personalized video of Shahrukh Rukh Khan endorsing their store, all with the help of artificial intelligence.

In a conversation with e4m, co-founder and CEO Ashray Malhotra talks about the company’s journey, the pros and cons of hyper-personalization, and the future of digital marketing.

vision and technology

Malhotra talks about the company’s vision and what it does to help brands build a relationship with their customers. “We’ve been working in generative AI for over four years now. That’s because we think there’s white space with companies, in terms of how they create video content,” notes- he.

The future of communication, he believes, will first be video. “They’ve already seen that in the consumer journey, tools like Snapchat, Instagram, or Tik Tok make video creation really easy for consumers, but that changes the expectation that consumers have of businesses. Businesses are still creating today. video content in exactly the same way they used to, pretty much forever. And as a result, we’ve built a tool that can take just text as input and make video creation really, really easy for businesses,” Malhotra points out.

He also points out that the biggest use case for Rephrase’s efforts is humanizing communications, helping brands connect with any important stakeholder face-to-face.

“The best way to communicate with someone is to meet that person. Let’s say if I were the CEO of a real estate company, I would like to go to every client and sell the house myself. But if not is not possible, what is the next step? best way? Communicate first by video”, he underlines.

“The videos are from text and images, and to make the message hyper-personalized for each person. That’s where the Rephrase technology comes in. Once we’ve recorded a few minutes of the face and voice of a person, we are able to create a digital clone of themselves, then help create millions of personalized videos, each for each employee, for each retailer and distributor, depending on what might be the priority for them,” he added.

The Benefit and Bane of Hyper-Personalization

Hyper-personalization has a lot of different views from marketers, brands, and consumers. Malhotra paints a picture of what he thinks is the benefit and the challenges around the new technology.

“The main benefit of hyper-personalization is that you treat people like people and communicate with them through videos. They don’t feel like a number in a database. data. And that’s a main benefit because people will come back to your website more, which will lead to higher upsell rates and higher listen rates. The main benefit is that people feel special if you communicate with them as real humans,” he notes.

Despite its merits, hyper-personalization also comes with its own set of challenges. For starters, the technology is relatively new, according to Malhotra. “There are use cases that we can do today, but there are a lot of other things that we are going to deploy in the next quarters or the next few years. So the first challenge is that the technology doesn’t exist. . Second, it’s a very powerful technology that needs to be handled with great care, so in the wrong hands it can do more harm than good.”

The future of digital marketing

Malhotra discusses how the world of marketing has changed over the years and what seems to be the next big thing in the digital marketing space.

“We believe that over time, marketing has evolved. Thirty-forty years ago it was all about newspapers, and then televisions came on the scene. Thus, for the first time, we were able to communicate in video format. Then social came along at some point and that’s what made the whole digital revolution possible. For the first time, we see marketers facing multiple headwinds. First, privacy regulations around the world are on the rise. Third-party cookies will go away at some point, Apple’s privacy policy asks me not to track users, and many other things basically start to lead to worse targeting, hence significantly higher CTRs. Privacy rules aren’t going to get lenient over the next few years, they’re going to get stricter over time.

So the writing on the wall is clear. We believe there will be a new category of marketing, called first-party database marketing. Their plans to communicate with people themselves are based on the data they have, which can include things like shopper data and different geographic constraints, not just the cohort-based targeting we’re used to. In the age of proprietary databases, there will be a whole new way to communicate with customers, and as far as we know today, that will be hyper-personalized videos. It’s like the global change marketing paradigm that we see happening. »

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