Generative artificial intelligence models have achieved a fundamental level of capability in producing at least a passable video from a solitary image or brief phrase, marking a notable milestone in their development. Companies building products around these formats assert that anyone can create a sleek promotional video with some basic skills – and videos often outperform static images or documents.
Peak XV and Tiger World-backed ventures launched a brand-new device, dubbed Velocity, on Monday. The platform generates high-quality product videos directly from a product link. The corporation is exploring new avenues, including the development of AI-powered video tools for advertising purposes.
The startup’s ethos behind these instruments is akin to a symphony conductor who harmonizes disparate elements into a cohesive masterpiece. Video content creation requires significant resources and investments, making it impractical for corporations to produce videos for every minor occasion. Notwithstanding the advent of AI, the cost of video production is increasingly declining, enabling mass production of clips.
Founded in 2015 by Sravanth Aluru, a veteran of Microsoft and Deutsche Bank, Avataar took its first steps. The corporation, previously focused on crafting immersive experiences, leveraging artificial intelligence to generate high-quality visuals, and developing three-dimensional fashion simulations for seamless e-commerce integrations. The startup is shifting its focus to leveraging AI capabilities in creating films for product manufacturers.
The corporation claims that 3D fashion and experience offerings boast a higher conversion rate than films. Despite the lower conversion rates, movies still have a significant advantage due to their broader reach and larger audience engagement.
By February 2024, the corporation started conducting commercial tests of its AI-driven video generation technology among consumers. Despite this, Avataar still required a way to engage employees and keep them on track to produce films. The corporation initiated trials of its cutting-edge Velocity technology, featuring absolute automation, in September 2024.
The company’s technology is currently employed by a diverse range of organizations, including HP, Victoria’s Secret, Lowe’s, Newegg, Marina, TVS, and Bajaj, to produce customized product videos.
Avataar highlights the value of its platform in enabling manufacturers to produce tailored films for key products, whereas Velocity facilitates the creation of compelling product clips for non-strategic items without warranting a dedicated video production budget. The startup must develop higher conversion rates for these products through informative AI-generated videos.
“We could potentially cover entire catalogs with videos and create movies for every object within them using Velocity.” By leveraging storytelling and interactive experiences, Aluru told TechCrunch that this approach can significantly boost buyer knowledge and subsequently drive increased conversions through engaged customer journeys.
The corporation also offers an Application Programming Interface (API) that enables other companies to integrate their platforms and create product videos for online listings.
Avataar’s unique fashion offerings distinguish them from competitors due to the company’s extensive collection of product data, gathered through cutting-edge 3D rendering technology. Manufacturers are acutely aware that a single glitch in a product presentation movie can have devastating consequences, leading them to be extremely meticulous about ensuring seamless execution.
“Our fashion trends identify distinct sub-categories of products and attributes associated with each.” Our device highlights fundamentally distinct characteristics of a hammer when compared to a smartphone. He emphasized their concentration on crafting compelling narratives through video content, ultimately aimed at driving sales.
Through its films, Avatar attempts to establish an aspirational value for its merchandise by conveying a desirable lifestyle beyond simply providing product details to customers.
To ensure model integrity and prevent errors, the corporation has implemented safeguards to detect potential flaws in the output generated by its devices, allowing the models to inspect their own creations and reject any faulty results.
Amir Konigsberg, founder of the former e-commerce venture Twiggle, suggests that it is possible to create films for online revenue streams, but only if they are innovative enough to differentiate themselves from the competition.
“Building on the seamless integration of product hyperlinks, video technology seamlessly extends automation capabilities within e-commerce pipelines.” Videos are an undisputed catalyst for driving engagement and conversions, making it logical to scale their impact efficiently. Notwithstanding the existence of several corporations that have already addressed aspects of this domain, such as generating backgrounds, after-effects, product renders from diverse perspectives, cutouts, and photorealistic shadows. “The challenge arises from achieving a consistent presence while meeting licensing and attribution obligations,” he stated via email to TechCrunch.
Manufacturers have only recently begun incorporating AI-generated video options due to the challenges of maintaining high-quality production at scale. Despite this, he implied that due to the rapid progress in fashion trends, these tools may become suitable for widespread adoption.
