"AB InBev's new work is an exploration of how AI can be used to generate hyper-personalized advertising at scale. In this case, each video tells a story of a shopper's alternative life - if only they'd bought the products left in their cart. It's a retargeting ad reimagined. And it started with a run-of-the-mill e-commerce brief. The experience, 'Abandoned Nights,' was created by R/GA for TaDa, AB InBev's e-commerce platform for the Latin American and South African markets. For now, it'll launch in Mexico before being rolled out elsewhere."
"Shoppers on TaDa can buy everything from Corona and Budweiser to ice, charcoal and pizza. But if they abandon their carts of booze and snacks, 24 hours later they will be sent a video that reconstructs an alternate reality of what might have happened had they gone through with the purchase. Generative AI tools have been trained to create the script, images and narration on the fly, based on past purchases, user behavior and social patterns as well as the individual's data."
Abandoned Nights uses generative AI to create hyper-personalized videos for shoppers who abandon carts, imagining alternative realities where they completed purchases. Each video is generated from past purchases, user behavior, social patterns and individual data to create scripts, images and narration on the fly. Videos are delivered via email, SMS, WhatsApp and app push notifications 24 hours after cart abandonment to encourage checkout completion. Customers can share videos on social channels for a chance to win a real-life recreation of the AI-imagined scenario. R/GA redesigned TaDa's brand and tone to position the platform as spontaneous, fresh and attractive to AB InBev brands ahead of broader rollout.
Read at The Drum
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