Practical Use Cases of AI in Marketing Communication - Peter Fodor, CEO & Founder, AppAgent

I'd like to welcome to the stage our next speaker to speak about practical use cases for AI and marketing Peter Fodor from App agent Peter coming up you all know Harare gave a talk about two weeks ago at the Frontiers Forum about the future of AI and Humanity he said that AI splits people into distinct groups one that's a truly terrified of AI and second that's excited about it so let me start with a question who of you is rather terrified one two okay free and who is rather excited more so we have positive mindset in the

audience well frankly speaking I'm Sovereign in between because I feel that AI will disrupt what we do at that agent and that's maybe a reason why we try to be on top of things to see what's happening to implement it as soon as we can and really explore the capabilities I don't believe that AI will replace us fully but the truth is that people who can use AI efficiently will have much bigger opportunities under your market so today I would like to share with uh show you how we are practically using Ai and how actually we can save several hours a week already today how you can be more efficient I'm founder and CEO of app agent I've started an ad business 20 years ago 2011 I founded my own gaming Studios I was on development side and in 2016 app agent and we are strategic and creative agency

that helps companies such as supercell innogames or Square Enix to acquire users and drive more Revenue we do it through a couple of major services at growth program UA and also creative services and the examples I will share today are from all of these areas that we do for our clients here's the list of them I've mentioned already a few of these names so let's jump straight into these examples they are all about one to two months old so very fresh they are from our team so very specific cases that I would like to share right now so the first one is from a project for Miniclip and they have a game called football battle and football battle is American football game uh where we were tasked to develop design new icons and we used mid-journey to explore different

compositions different color schemes uh different let's say a level of detail and use it as the first starting point because for designers it's very often difficult to start to come with first ideas and this is the way how to streamline uh the creative process then we move that JPEG file because that's what you get out of mid-journey to our designer hooded digital sketch based on one of the most favorite options offered by mid-journey and then we did Photoshop repaint that you can see on the right so this shows how AI can Inspire creative people and really speed up the start of any project the second is similar this is for Star Stable a game for teenage girls uh it's about horses and majority generated very beautiful icon that was also nicely in line with design of the game but you don't get a layered PSD you

can't play much with the jpeg file so what we did here we did a Photoshop Over Paint and this is the final result so there's quite some manual work but you can see that doing that from scratch will probably take away more time than if you get the input from a journey this is for good game studios they have a game in the soft launch called Sunshine Island and on the left we generated a visual for a static ad that was then used on Facebook Google ads Etc and the final output on the right is uh just a couple of two weeks the Tower behind was changed to Lighthouse the cow I don't know if you see it it's a bit more set over here we painted couple of things to the front layer and added the call to action that's it how long that could take two hours

imagine that your task designer to do it from scratch that would be days of work at least like one man day so great time saving and here we can see how it was implemented into actual ads we very often uh do ad creative video ad creatives in multiple formats portrait landscape Square you name it and the trouble the biggest trouble we are facing with creative agencies is the input from the client the quality the size of assets the resolution so imagine that you get an asset that maybe that big as the yellow rectangle but you need a wide layout but also a square for the other formats so here we can use stable diffusion it's Dali pardon it's Dali to generate the other parts to actually create a background for the image that will be used in the video very easy to do if you've done it like

10 15 times works absolutely fantastic so I'll recommend to utilize this generative fill function in Dali Clash of Clans that's a game on which we work for about two years next to clash Royale I will have also example uh from that title as well but another challenge of motion designers is to demonstrate the gameplay in Greater detail because when you watch an ad on mobile you have a very like small space where you can demonstrate the game so you need to zoom a lot to give the viewer enough let's say details and leave the attention but then the gameplay gets blurred like you can see on the left but we have tested stable diffusion with great success that helped us to sharpen the image greatly and then you can do all these close-ups without losing the quality

now how we are using chat GPT a few examples so this one is for a game called cards it's World War II card game and we wanted to create this feeling of a radio announcer speaking in a tone of Winston Churchill and use it as a voiceover to add more emotions into the video because you know emotions is what sells so we asked a GPT create a short world watch to inspired speech for a couple of sentences Churchill like but not copyrighted then we asked make it sound more patriotic inspiring we tweaked the request and once we had the script we pushed that to revoicer where we generated the voice edit breaks and where the emphasis should be and that voice over a couple of post-processing effects was implemented in the final video which

will I play for you right now Crossroads in history but we shall not falter in the face of this great challenge by standing shoulder to shoulder with our allies we will face the fight together and emerge stronger through strategy and determination we will allow ance the future belongs to us and we shall see is it the Valor and honor so you definitely you don't have to hire script writers or narrators you can do that in few minutes in your bedroom these are a couple of examples of a few more uh but if you want to get a weekly dose I'm publishing mobile artificial insights newsletter on LinkedIn subscribe every week our team demonstrates one new use case so I believe that you will get more and more

inspiration if you are connected with me over LinkedIn so next few examples that we have another with chat GPT recently we started working with uh outfit 7 the company behind this amazing IP that has hundreds of millions of downloads maybe even more than millions billions and Anya the girl on the left in this thumbnail is our creative strategist and she's around let's say 30s and she wanted to make the script of like ugc like video to sound more gen Z she's too old for that so instead of looking around for some teenager or someone in 20s she asks a GPD to rewrite this in a tone that the Young Generation uses today and it worked very well there are some say phrases and words that

these guys use these days uh but you know we were able to speak their language next uh I spoke about Clash of Clans now Clash Royale right now we are testing a couple of sets of new screenshots uh for this game if you go to Google Play you will probably see different variants it started with defining a couple of creative directions to present the game in RPG style action strategy Etc and you can ask GPT to provide you headlines for screenshots in those directions five headlines like in the prompt and you get a decent list these are like I would say very good headlines full of emotions strong wording and then we generated these three sets combining or handpicking and doing these final touches with our creative team but again it saves so much

time and streamlines the process tremendously this is a non-gaming example uh I want to show you what we are doing not faking it so for this particular case I needed to tap into non-gaming but App Store optimization is a how you optimize either search or conversion in the store in search it means using write keywords in the title subtitle and keyword field which is not difficult if this is in English but imagine that you need to optimize it for Italy Korea other languages that you don't have in-house and you don't have native ASO researchers in each Geo that can help you so here we asked first it's not on the screen check GPT to help us to identify the best how to play guitar apps once we had them

we asked for helping us understanding the right keywords these apps are using and use that as a lead to own fresh new suggestions based on this initial research and you also can do the thing that you take keywords from apptrick or other ASO tool together with the search popularity and import it into chat GPT as a guidance what keywords should be used and it combines everything you want to get the right keywords into the final set of title subtitles Etc merge Vikings that's a new game by a company called metacore you probably know merge Mansion the game with the grandma and Maddie um that plays a lot on the mystery note and this is the new title that's uh in the soft launch and we wanted to create

a script that will be like baking like for an actor and you know like how you define a tone that Vikings might use Awards that's quite a complicated task but here we got it again in a few seconds and I will play another video that you can watch it and listen to it Ahoy there are you ready to bilge and plunder like a true Viking then grab your sword and shield and jump right into the game full of fast-paced and fun battles merge your weapons and gear upgrade your Vikings to create legendary Warriors explore Uncharted territories and fight your way to the top oh and yes you can have your own dragons will you become a legendary Viking Warrior download merge Vikings for free now and see for yourself now one bigger case study for auto gun Heroes Again by Nitro games uh this is

how we came with the concept for Terminator versus Rumble this place on Nostalgia uh these action heroes and we had the idea that these two will command the gameplay and they will like tease each other so we went to mid-journey to get those um portraits of our action heroes from the 80s but as you can see it's like very very realistic and that would be an issue from the legal standpoint so what can you do with that we push that into stable diffusion where you can control uh the level of realism and details and other factors and to make it to the point when it's probably on the borderline now with lawyers you never know but let's say it should be okay so we have these avatars then uh we uh pushed the script to Tool called fake you where you can pick over

here famous people's voices sometimes it's very clunky the quality is not always the best but for this case it worked very nicely and here's the final ad Vice you suck at Disneyland surely never regarding with no stars what do you know pretty boy you don't know who I am I'm your nightmare damn it I'll be back we'll see about that to win the war you have to be the war [Music] cool right so we're at the very end and I showed you what we are doing right now but because it's evolving so quickly I want to outline like five directions that I expect will happen in the next maybe not a year maybe a couple of months so the first one is

uh that I expect there will be tools for automatic creative analysis imagine at like I've just shown you AI could understand that this is about action game using uh famous movie characters uh there's some dialogue things like that and if that could be done at scale You're Gonna Learn a tone by analyzing all these Auto Tags and get inspiration for your own ads understand which components basing color scheme whatever else works and use it for the input for the creative strategist second multi-language store assets localizations are already happening but you can also localize voiceovers for every videos very quickly very easy to do and again you can be way more relevant to audiences in different countries so that don't prefer English as the main language video ad variations

I'm bit skeptical that AI will in the next let's say 12 months completely replace video as production it's a lot about ideas about creativity like would AI come with the idea of Stalone against Schwarzenegger for other gun Heroes probably not uh but what AI can do is to take components like the opening sequence gameplay pack shot CTA all these things combine them together test them automatically and then show you these factors influence the performance this is the winning combination and ideally combine that into new videos and automatically upload them into let's say Facebook and test them over there face and avoid variations for ugc ads imagine uh that guy presenting merge Vikings speaking in a one video English another German Chinese Portuguese this could be again I think improving relevancy and I believe that maybe in a

year or two these real actors could be easily replaced by digital avatars with those who can do thousands of versions in an old time and be really like creative and the last is 3D models from text something that we are already exploring uh you can create decent assets that you can import into unreal or Unity engines and create catchy 3D opening sequences for your ads uh again in a very short time so I believe this will happen in the next couple of months stay tuned and let's see where this all will end up so thank you for attention if you want to discuss this with me I'll be around you can ping me over email and feel free to connect over LinkedIn thank you thank you very much now I know there's there's probably lots of people want to ask you but we are running a little bit behind so what I suggest is maybe I can take one question uh oh I wish to choose wish to choose

he's closest I'm sorry from there but so maybe uh maybe follow up and ask Peter on on me to match hey great talk thanks so much uh I wanted to under you you talked about the content generation for the marketing but is there any kpis that you can share on the front how do this content is performing uh after using this right now it shows that you know you can actually speed up your work but uh anything that you can share in insights on hey this is actually helping my conversion better or something of that sort uh we are producing dozens of ads every week so if I speak about let's say one ad would it paint the picture probably not really uh what I see here is the greatest benefit is to be able to be more creative and to test new approaches like couple of these examples I've showed today would be difficult to do without Ai and

uh UA and creative production is a lot about like volume the more you produce the more you test the more variety the higher chances do you find the winner the typical ratio is that one at out of 20 performs great and if you need those winners on Tick Tock let's say every two weeks you need to produce 80 100 ads every month and for that I would say that generally speaking AI is sort of like a tool that allows us to get to these volumes for a decent cost and increase chances of those kpis will grow up