A New Zealand telecommunications entity, Skinny, has achieved a global first by employing artificial intelligence (AI) to replicate a genuine customer for its advertising initiatives. Liz, a 65-year-old resident of Kerikeri, now exists in both physical and digital forms, with her AI-generated counterpart serving as the prominent representative of the Skinny brand for the ensuing two years. This novel approach involved Liz voluntarily providing her biometric information, which Skinny then utilized over a two-month period to capture and analyze her unique characteristics.
Matt Bains, Skinny’s marketing and data director, elucidated the process, stating that the company meticulously recorded Liz’s visual appearance, vocal patterns, and behavioral nuances. After that, different AI platforms were used to combine this information, which made it possible to make a digital copy of Liz that could be used in ads even when she couldn’t be there in person. Bains emphasized the importance of transparency, asserting that the AI-generated nature of Liz’s representation is clearly indicated in all advertising content.
While acknowledging the potential for casual observers to perceive the AI clone as indistinguishable from the real individual, Bains noted that close acquaintances, particularly family members, would likely discern the difference. He framed the initiative as an opportunity to educate the public about the capabilities of AI while maintaining clarity regarding its application. For instance, the company’s television advertisements explicitly state that the featured representation was created using AI, ensuring viewers are fully informed.
The utilization of AI affords Skinny enhanced creative flexibility, allowing for a wider range of advertising campaigns. Bains highlighted the appeal of featuring a genuine customer who genuinely endorses the Skinny brand, augmented by the expanded capabilities offered by AI. The selection of Liz resulted from a competitive process that attracted numerous applicants, each submitting video presentations.
A key motivation behind this innovative approach is the potential for cost reduction, which aligns with Skinny’s commitment to offering affordable services. Bains explained that traditional advertising constraints, both in terms of creative scope and campaign frequency, are mitigated by AI, enabling the company to maintain its low-price strategy.
Liz retains a significant degree of control over her digital representation, with the final approval resting with her. Bains stressed that any content deemed unacceptable by Liz would not be utilized. Furthermore, Liz will continue to act as a spokesperson in her physical form, complementing her AI counterpart.
Skinny has implemented stringent protocols regarding the handling of Liz’s data. In the event that the company decides to discontinue the use of her AI clone after the two-year period, all associated data will be permanently destroyed. Bains acknowledged the unique nature of the agreement, which necessitated the development of specialized legal contracts to safeguard both Skinny and Liz.
The company’s security teams have been actively involved in ensuring the integrity of Liz’s data, implementing measures to prevent unauthorized access or disclosure. Bains emphasized the importance of safeguarding against data leakage, noting that the data is not stored in any location accessible to third parties.
Skinny’s decision to employ a real customer in its advertising campaign stems from a desire to create authentic and compelling narratives. Bains articulated the company’s vision of showcasing how AI can empower individuals, enabling them to achieve feats that would otherwise be impossible. This initiative serves as a demonstration of the potential of AI to enhance customer engagement while maintaining a human connection.
