AI video is Already App-ening - João Vieira da Costa, Replai.io

[Music] [Music] [Music] all right guys nice to meet all of you uh welcome bucket gamer uh to this year 2024 uh I'm here with a different concept today instead of going for slides I want to actually show you a real-time product uh so we'll be talking about AI video as the as the name of the talk says and today today I'm actually

going to tell you why it's not only hype and what have we actually been doing I'm going to show you how we do it and then we're going to even talk a bit about the impacts that that is having on the um on the developers that already embraced it so we're going to have a very concrete talk I'm going to try to talk only in 10 minutes so that we have other 10 of Q&A because I want to be interactive but first of all just to give you one minute on replay if you guys don't know replay we actually have been working with the top tier developers in the market such as Activision King scop and some of them are here in the in the audience dream games for many years and what we've done initially and this is important for you to understand where we came from we developed this computer vision that would be able to detect automatically on the creatives every element of the creativity every character every room every intro everything and then we were starting to work with more and more partners and we got to a point that we have $5 billion running through through the platform and at this stage we

thought okay we have to do more than just the Insight we have to actually go a step further and do the video creative itself and that's exactly what we decided to do we embrace the generative AI technology and also in-game footage so that we can uh develop directly the video from a data standpoint so what we do is innovative process which we call data to video and this is what I'm going to show you today uh in real time how it works and uh it's how we have been doing thousands of videos every month for every developer and then at the end we talk a bit about what's the impact of that for the organization so just to start here I want to show you how we build it as I said the technology that is behind many years since 2019 we have been developing this technology so when I told you about the tags here you have a lot of categories as I said it can be something like the room or something like the character if you click on for example example one of the characters

you'll see that we're able our technology is able to tell you exactly the times in the video where this character is going to jump in and the same if you go for the room and you select like bathroom for example you're able to see everywhere where these these tags are present you can choose the tags our experts can choose the tags this is how we started as a company and this is what gives the lounge to what we're going to we're going to do next everything works very simply we have custom tags to your game we have like base tags which are the same for every game such as what's the CTA what's the language that's automated and then we also have the AI suggested tags so things that are very hot in the market that you're not tagging and we automatically are going to give you the suggest and the AI comes in and goes danger is something that you should be explore uh exploring and and tracking what for so what we are in a sense uh with what we build with the stacks is first of all the single source of Truth by the way this is is uh not real dat

otherwise I'd be killed right now so this is all demo uh otherwise functionality is here so you can see all the creative data in one place so we understand whether the video is the same or not across all the networks that you work for and then that you work with and then you have uh in one line every information about the creative down to the end of the funnel to row as day seven to purchases to everything that you want to track so we make your company like C creative first in the in the analysis why is this important because then you mix it with a TX and this is where you can slice all the data for example by character as I just explained and you can see which characters are having an impact positive or negative or as I showed for example the room you can also go and see okay this is where the different rooms are having an impact you can then drill down and see okay who's what's bedroom these are all my creators that have bedroom what's going on here here what are the

metrics behind this tag and you can see how much this tag has been fatiguing or up uptrending so you can really have a lot of of analysis here um if you want you can also see our technology in action by drilling down to any video and then you see in real time the timeline of the computer vision detecting everything that is happening in the video in real time and whenever there is enough data you see an Insight of the platform suggesting you to switch this tag by the other tag so this is a brief summary of how we started as a company and how we got the analysis systems that then allow us to do the uh generative AI uh capability to generate the the AI videos for for you we also compare yourselves with the market by the way so you can see which tags you are not using or you using 5% and the market is using 83% the market is whoever you want because you can actually go here and select all the marketing apps in the

market to compare yourself against and um at the end you can also of course like uh our customers don't do reports so it's something that we automated for them in three minutes you can click here in 3 seconds sorry you get a PowerPoint like this with playable videos and all the data so this is the replay platform and now it's started and not something that you might now be curious is what is then the creative generation that comes from all of these data so this is exactly what we started to do last year 2023 where the generative AI came out and this is what we're able to do we get all of the data of the platform that I just presented to you into actually creatives that are delivered for you every week so all you have to do is just tell us how many video creatives you want to receive in in per week on the regular Cadence and this is what you're able to to receive you receive the videos on a table like this and that's what you can that you can do you can

obviously see the video that was generated by the AI obviously you can always see the prompt so even if the prompt was something as I said made from data you're always able to see the prompt so that your team learns with the decision of the AI and then what you can do is you can play for example with this box that is here you can say something like like remove logo from the intro section you click on generate a new version it will pass from version one to version two of this video and therefore there's no logo in the in intersection as you as you saw you can continue using the box to say things like let's improve the frame transition at second 13 for example and then generate a new version there's a new version being generated one of the things that AI allowed us to automate was the sizes so the resizes automatic so for all the networks that you're present at you can just select the size and automatically get any any

resize that you want and if you think that the video is already good like the video that is generated is good you launch it as good metrics and now you want to generate variations so you can click on exactly here generate a variation and you have two options you can prompt it again so you can say something like let's change the initial scene from pool to the beach and as we saw there's there's a pool here uh so it will be a different creative and so A variation keep the script but change that scene or you can also go for the more automated options which are localizations so the AI allowed us to automatically localize on three levels the level one is the text so if there is any text on the videos it will be automatically translated to any language the audio which means lip sync as well so if you have whether it's a real person or whether it's a synthetic human as we call it you can translate the the the person's speech with lip sync to any any language whatsoever and then at the

same time the visual elements so the visual elements are very interesting thing that the AI allowed us to to create so whenever you have a video that say that is pointing to us is running in us and you want to localize it to France if there is something such as the Statue of Liberty automatically it will be substituted by the AA tower for for France so the AI is a glossery and adapts the local contents automatically per uh that you're localizing to so in a nutshell and as I promised in under 10 minutes this is exactly what um what AI is allowing us to do and just to not uh leave without showing you one of the things that happens getting back to where I was when you are inside any of the video that your team already built you have all all of all the times you have that CTI there called generate variation so if you hit it up on the our platform even if it's a video that your

team built you have a prompt box and you can actually ask thei to make Let's Make A variation of this video using my character X instead of Y and you click here on generate A New Concept and you have a a video that is in that box as I showed you being you see the progress from 0 to 100% And then you can use it we know because of the tags exactly what is your character X and character Y and that's why it was important for you to know where we came from as a company and not not to say not to finish without this one when I showed you the market this is where you can see the videos of your of your Market apps that you selected and let's say that you really like this first video there and you really want to to have it for you you also have a prompt box called adapt to my stuff and here you can say something like

let's make it as similar as possible but using my intro X again this is a tag in the platform so it knows exactly what you're talking about and my end card Y and then what you will do is keep exactly the script of the video that you're seeing from your competitor but change it to your IP so it introduces an intro it changes the what's in the middle to have exact L your uh your your characters your gameplay and everything and then finishes with your end card as well so this is how we have been uh delivering AI to the to to our partners game developers in this area um and um one of the things that I want to discuss with you right now on Q&A mode is the impacts that this is having on the organizations so what we see and I would like to start discussion with this and then back to you what we see is that the teams stop

being uh stop running by gut filling thinking that for example oh RPD should be like this because they are more beautiful or they they are x y and Zed so subjective opinions and what we see that the companies move for is a process and this the the what we believe is going to be the next stage of the industry is having a process from the testing to the production you scale your production to a very very high amount and and you start you start having a factory process in the way that you approach the creativity a very data analytic process you know already that you produce this much this much are going to be my winners from the testing this much are going to replace in the live campaigns so everything is very analytical and the operational work uh is is done by the the people that now start use the AI instead of uh agencies or or or big teams so we're able to internalize uh all the production into our customers teams with the help of AI

they can suddenly do 500 videos uh 1,000 videos if needed per month so this is what I wanted to share I wanted to now hear a bit of questions uh from from your side if you have any so just raise your hand go on who's first scre um hi this is Felix from Ino game so thank you very much um insightful um I have two questions because we were also starting and working with with TX on videos but doing this like manual finding finding out TX so this is my first question your tax Al what you shown this all already AI generated so when you upload a video then the AI detects topics uh and building the Tex on the videos yes so that Tech that's a very good question that technology we have been doing it since 2019 so we we are a technology company of computer vision we use

computer vision software since the Inception of our company and that's what we do so on a 100% automated way you have all the types of tags whether that's base tags such as orientation of the video or what's the language ctas colors and then you have costume tags which are specific to your game and that's then what's going to be the metadata for us to feed the generative AI exactly okay great interesting thank you uh and second question about the AI creation of new videos because you also said and this also when we working with different and creating videos it's like to get the the own style to get the own brand this is something yeah know where at first first version from AI never meets the really your expectation or really not meet your IP or brand standards so how it's how it's working in here so what's uh yeah your this is a very good question and and this is why also we are present in in Pocket Gamers as one of sponsors as well because gaming is where it works really well well because the way that we achieve

that level of quality as the creatives that you already have is because we go inside the gameplay as well and in the same way that we tag your creatives we also tag your gameplay so literally go there and understand everything is going on in the game playay so when you prompt the machine on on this platform as you're seeing it's almost as you are operating a a Google search console inside your gameplay so it will get exactly the graphics from there the the mini games from there the characters from there all the moves so that's how you you're able to surpass the initial barrier of quality good questions hi yeah thank you this was uh very very interesting I was wondering if there's like a certain volume of creatives that someone needs to have before this works or uh Works forever uh not before so we've helped uh especially on these logos that I mentioned in the beginning we've helped launch a lot of games even when they don't have any anything yet as long as the objective of the company is to grow then as soon as

you have good metrics you will have budget right and and that's all that you need there's no previous level of creatives that you need to have cuz as I said we can start working with the game play yeah thank you anyone else anyone questions anyone else have you yeah so you know there's no doubt that AI is you know going to be a really important um way to develop and Market your games uh in the next however many years of the games industry was uh one of the most uh important things that people need to be wary of though of using AI because it's a relatively new technology in the games industry and um you know people still don't know a ton about you know legal issues or anything like that so what do you think is like the most important issues that people need to be wary of yeah this is this is a very good question as well so that started in the beginning to be something people were not aware legally how where

do I sit and everything um I think it it has there are two options to to in the world of AI to where you select to to to interact with with artificial intelligence for video one of them is if you are a publicly traded company and you have a lot of obligations in the market what you can or cannot put out there then you want to give the the AI a degree of freedom of almost zero so what you want to depict on on the videos are just the the corresponding exact correspondence to your IP you don't want the to let the generative create basically and that's possible so you give a 0% freedom and it will use stuff directly from the gameplay the other option which is what the majority of the studios are are at is where you actually not a public Trade Company you are an ambitious company you want to grow you want to try as many things as possible and you want to be data driven um then in that in that in that option you you give more degree of of of freedom to the AI and then it can create much more different things it can come out with things that you wouldn't expect and then

obviously it's up to you to approve or disapprove but one thing we see is true is a person that using these tools can do much more at the end of the day at the end of the week than another that doesn't use them yet and this is also the reason why I came and also wanted to make you all of you aware of these of this technology existing already is already happening thank you so much J for the session thank [Applause] you