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by Antoinette Su * 21 January 2025 *
Ivy Liu.
It’s common to see influencers in big ads and events. But what if artificial-intelligence allowed influencers access to old-school product placements without having to actually shoot in person with brands. Imagine seamless product placements in movies and TV shows, which are more story-driven, adaptable and adapted to different pieces of content. Brands can be virtually inserted on products, backgrounds, or signage after production. New AI-backed product placement tools such as Mirriad, Ryff, and Inshorts can add fried hen to a “Stranger Things'” scene or edit paint cans into Lizzo’s Music videos are produced without the actual talent or creators. Brands from Hallmark Univision has been testing this method of product placement since 2020.
With the platforms, brands can now make product placements look more natural and scalable — and it is hoped that this technology will bridge the gap between product placements and influencer content across all channels. Mirriad, for example, included its virtual product in the 2024 TV Upfronts. BENlabs also worked with Cheetos last year to integrate their ghost pepper chips into Ghostbusters: Frozen empire. Inshorts, a South Korean advertising company, also launched a campaign in the same year.
Until now, agencies are divided over these new tools. Some find them promising, and are curious because of their flexibility. Others are hesitant about the costs and other aspects when it comes to adopting these tools.
Lindsey Lehmann is director of influencer content and branded content for PMG. She said, “The biggest opportunity with this tool is the flexibility and rapid turnaround it provides.”
On one hand, marketers already know the influence that influencers have on purchases – for example, according to creator platform Grin, nearly two thirds of consumers bought a product because an influencer recommended them online. Virtual product placements could take this to the next step by making influencer marketing available to all types creators and brands.
That’s why BENlabs, a product placement and influencer agency, is positioning itself strategically in this area rather than pitching itself as a AI company like some of its competitors. BENlabs instead wants to focus its efforts on three core products, influencer marketing, product positioning and optimization tools. This makes sense given that the company was formed in 2016 by combining influencer agency Plaid Social Labs with product placement agency Norm Marshall & Associates.
We’re excited because we think [product placements and influencers] will essentially create… a one plus two equals three dynamic,” Ted Sheffield, CEO of BENlabs. “Ten years ago, traditional TV and YouTube content may have felt like they were completely different universes. Now, those things are coming into harmony.” Influencer marketing is a great way to reach people who consume content in different media. The virtual integration is applicable to brand placements across all media. Movies streaming Influencer marketing and music videos. Mirriad, in addition to BENlabs access to 15 million creators, brands such as Microsoft, GM, and Frito-Lay and brands like Microsoft and Frito-Lay and a supplier network including Univision, Vevo, and Influential (now under Publicis), also brings a supplier networking featuring Univision, Vevo, and Influential.
But AI and virtual product positioning also face adoption challenges in marketing. Chris Jacks said that some brands have explicitly forbidden generative AI content from their contracts. He did not name the brands that are excluding AI, but said this was a trend among a few of them.
Jacks stated that as AI-based services and tools become more popular we expect more leniency. Jacks said that his agency does not receive any requests or inquiries regarding product placements involving AI or virtual tools. HireInfluence focuses on using AI tools to enhance creator content with special effects and other visual components.
Jacks said, “We’re in an exciting time for content creation. These types of special effects or content enhancements used to be reserved only for high-budget productions or required a degree of technical proficiency.” Kelly Dye, vice president of influencer strategy at Acorn Influence also noted the potential benefits of using AI to boost influencer and product placement. These include personalizing content with audience data, cutting costs of content production and producing evergreen material. Dye gave an example of an hypothetical Mars Wrigley advertisement that could be displayed in an influencer’s empty drawer, tailored to the viewer’s preferences and adapted for seasonality.
Dye warned that the success of these AI platforms and product placements in advertising will ultimately be determined by the performance of content and ethical or authentic concerns from brands and creators. Marketers should avoid overly polished placements. They may also want to disclose virtual placements or consider the upfront costs of AI software. Virtual placements can also make some creators feel less ownership of their content. Lehmann of PMG said that verticals with a higher visual appeal, such as fashion, beauty, and home, might be more inclined to experiment with these technologies.
PMG’s clients haven’t implemented these AI product placement tools yet, but Lehmann said that there is a “growing interest” to see how the tools could impact influencer partnerships. Lehmann believes that this product placement area will grow significantly by 2025. Combining it with influencer programmes can help bridge the gap in between paid media content and organic content. Lehmann stated that virtual product placement is a natural complement to paid amplification influencer programs, as it provides an additional opportunity for organic content by integrating products into the creator’s life.
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