Guest |Nguyen Tran Gui.
Edit |Zhang Cheng.
From November 24th to 25th, 2023, the "WOT Global Technology Innovation Conference 2023 Shenzhen Station" hosted by 51CTO was successfully held. In the special forum of "AIGC Empowering Business", Ruan Chengui, senior R&D engineer of Qumaru Technology, shared the theme of "Exploration and Practice of AIGC Empowering Business in the Scenario of Funmaru Technology's advertising materials", introducing in detail the role of AIGC technology in multi-modal materials, how AIGC empowers advertising business, and the practical application of AIGC of Qumaru Technology.
AIGC empowers data marketing and creative scenarios in the advertising industry
The advertising industry has a huge market share. According to data released by iResearch, the advertising market accounts for 1% of the total GDP and continues to grow. The rise of AIGC will empower digital marketing content and creative scenarios, including Wensheng text, Wensheng diagram, audio, cross-modality, etc.
Ruan Chengui said in the sharing that the copywriting and audio corresponding to AIGC can be very well matched with advertising, which is naturally born for the advertising business. For multimodal technology, it can better match the advertising business. To this end, Fun Pill Technology has carried out relevant explorations of AIGC in the advertising industry.
According to reports, in the in-depth application of AIGC in the advertising business, generation and content understanding are two more important aspects. When it comes to content understanding, Ruan Chengui believes that by providing AI with content such as **, text, **, etc., AI can not only help people analyze **, but also understand the emotional information in the text, understand the information contained in the audio, etc., and organize the content they need through AI.
Insight into the generation of content, reverse action and then generation of content, this process is the application of Fun Pill Technology to AIGC in a deeper understanding of content.
Programmatic advertising and material characteristics of Qumaru Technology
Ruan Chengui said that product delivery includes five stages: preparation period, testing period, expansion period, stability period and decay period, covering the entire life cycle of advertising. Creative and advertising are integrated, and understanding the business characteristics of creative is the process of understanding the life cycle of advertising. Due to the increasing amount of advertising and the increasing variety of advertising methods, a large number of materials are required, including text, ** and other materials. Therefore, creative plays an important role in the ad delivery lifecycle.
Based on this, Qumaru Technology has developed an intelligent delivery system called "Takeoff", which has been continuously iterated for five years from the basic version to the intelligent and then to the material intelligence.
Ruan Chengui said that we hope to be able to build advertisements with all materials in an intelligent way, and constantly observe whether the data meets expectations, and interact with ** for conversion management. By creating intelligent generation of materials - material monitoring - * effect feedback, the information and resources are opened up and integrated, and a closed loop is formed, and finally acts on the material itself.
Fun Pill Technology divides the material direction into information flow advertising and new ** advertising. The so-called information flow advertising is a variety of hard and soft advertisements seen in the circle of friends. Most hard broadcasts will display **, cover, and text into a creative package, and will not specify specific content. New** ads are niche or more vertical content that engages users by recommending a product.
As the volume of products increases, the demand for materials also increases. The cumbersome process of material production also brings the problem of insufficient manpower and production capacity. In addition, there is a problem that a large number of historical materials cannot be used efficiently. How to use AIGC to solve these problems has become the key direction of Qumaru Technology.
Generate product plans based on AIGC technology
In terms of the number of materials, Qumaru Technology divides them into normalized materials and exploration materials. The so-called normalized material is a form of material that can be summarized with a fixed paradigm. Explore creatives are native types of creatives, referring to new products and new targeting models.
Ruan Chengui believes that the breakthrough point of AIGC lies in the structuring of materials.
To this end, Qumaru Technology enhances the business effect of AIGC through product solutions, and uses AIGC to assist production, opening up the data closed loop of content production demand, material collection, creative production, process production, and use feedback. On the one hand, for content production with a relatively fixed paradigm, fully automated and multi-threaded operations have been realized, which greatly improves efficiencyOn the other hand, by introducing AIGC to assist human designers in creation, it helps designers complete meta-material creation, and realizes the optimization and expansion of AIGCFinally, the ability to extract and disassemble material elements is formed, and element-level data insights are realized.
According to reports, the take-off system has independent atomic capabilities while integrating AIGC capabilities. It supports LLM-based essays, including short copywriting and long-form essays. It has the ability to comprehend AI mixing and face fusion and optimization effects, and has the ability to draw with preset styles and prompts. At present, the take-off system has provided functions such as AI script generation, AI face swapping, AI ** mixing, AI ** mixing, AI drawing, short copy generation, and long-form essay generation, and is continuously updated.
Next, Ruan Chengui introduced the three major generation technology applications in detail through Wensheng**, AI** mixed editing, and AI advertising copywriting.
In terms of Wensheng generation technology, from script creation to shooting storyboards, to post-processing, AIGC is ubiquitous in the entire process. AI is not only required to be able to understand and annotate material elements, and be able to flexibly set up script structures, but also to score and recommend semantic recognition. Finally, it is necessary to have strong post-processing capabilities to help users free themselves from tedious work.
In terms of storyboard recommendation technology, AI storyboard recommendation based on LLM & vector database can be realized. In addition, you can make full use of basic technologies such as ASR and OCR to identify the audio and text content in the material, input the large language model for label generation, combine the manually labeled labels into a first-class content summary, and carry out embedding through the vectorization model. Finally, the semantic retrieval (retrieval) outputs the target storyboard and joins the mixing process.
According to reports, the take-off system has achieved 50+** output in 1 minute, more than 50% of the proportion of materials, and ROI >2. Ruan Chengui said that from R&D to launch, we have accounted for all costs. At present, with the underlying logic unchanged, it is possible to produce 50 ** in one minute. Of course, it also depends on the amount of resources invested, and if you add CPU or GPU, you can generate more**.
In the following time, Ruan Chengui shared in detail the application of AI ** mixing and AI advertising copywriting generation technology, which will not be introduced too much here.
Talking about the challenges and plans for the future, Ruan Chengui said that at present, Qumaru Technology has achieved material insight into metadata. In the future, Qumaru Technology will focus on exploring the linkage between all data and the overall data of the delivery platform, hoping that when the optimizer puts forward the demand, the system can clearly tell them what data should be used, which fragments to use, which frames to use, and even which seconds to use, so that the advertising space can reach the optimal standard.
Guest introduction
Ruan Chengui used to work for Tencent ** Entertainment Group, engaged in the research and development of back-end services of ** social software. At present, he is the technical director of the advertising platform of Fun Pill Technology, responsible for the architecture design of the programmatic advertising system and the application of AIGC in advertising creative materials. In 2023, Ruan Chengui's project "One-stop Management Platform for Multimodal AI Data Applications" was awarded as an "Excellent Case" in the solicitation for "Data-centric AI Data-centric AI Application Cases" held by the China Academy of Information and Communications Technology. In addition, Nguyen holds 8 invention patents in audio processing, social applications and advertising strategy systems.