Cadbury's New AI Tool Allows to Create Free Ads Featuring Shah Rukh Khan's Face and Voice

Cadbury is allowing customers to create an ad for their local stores for free with Bollywood star Shah Rukh Khan on it. The ad, which is in the form of a video, stars the actor, who promotes the local store (it could be Kirana, footwear and electronics) by directly naming the store. The ad is part of the company's "NotJustACadburyAd" campaign that aims to promote local stores. Through a series of videos on its social media channels, Cadbury explains that the company wants to help local stores in India that were heavily impacted during the COVID-19 pandemic.

Through a dedicated website, clients can create their personalized advertising, led by Shah Rukh Khan. As mentioned, users can create the video ad for free, but by providing certain information. Cadbury says it is using machine learning and artificial intelligence technology to recreate the actor's face and voice and take the name of the local store in the ad. It has created a dedicated website, "notjustacadburyad.com", for users to create their personalized promotional videos. The website notes that the company has partnered with Rephrase.ai, which specializes in creating "studio-quality ads" with an AI-generated narrator. Rephrase.ai says it is different from deepfakes in that it creates "real videos from scratch". However, Cadbury's ad creation tool could be considered a deepfake, as it recreates a synthetic video through deep neural networks, meaning it tracks movements to make the clip appear more authentic.