CREATING A VIDEOCREATIVE USING GENERATIVE MODELS OF ARTIFICIAL INTELLIGENCE

Kulikova Oksana Mikhailovna, Suvorova Svetlana Dmitrievna, Gerasimov Mikhail Borisovich

In recent years, there has been a steady trend towards the consumption of videocontent, which is used by consumers not only for entertainment, but also to search for information, study products and make a purchase decision. At the same time, generative artificial intelligence technologies are of particular importance, opening fundamentally new opportunities for creating advertising and other marketing communication tools. The article notes that there is currently no unified methodology for developing AI creatives in both the global and Russian advertising industries. In this regard, the authors propose their own vision of the structure of artificial intelligence and an algorithm for applying generative AI models to create video content. The possibilities of generative AI (advantages and limitations) in advertising are emphasized.

Keywords:video content, artificial intelligence, generative neural networks, AI-creative, conversion, pipelines, promt, advertising.