People are hiring their faces to become a marketing concern in the style of profound forgery


Leary can juggle so many jobs in different countries because she hired her face in Hour One-a startup that uses the similarities of people to create characters with artificial intelligence voices that then appear in marketing and educational videos for organizations around the world. the world. This is part of a wave of companies rethinking the way digital content is produced. And it has big implications for the human workforce.

Leary does the waitress and bar work in person, but she doesn’t know what her digital clones are doing. “It’s probably a little weird to think that my face could appear in videos or commercials of different companies,” she says.

Time One is not the only company that uses deep technology and uses it to create real material and video created by artificial intelligence. Some used professional actors to add life to deep personalities. But the “first hour” does not require any special skills. You just need to be prepared to transfer the rights to your face.

Controlled by a character

The “first hour” creates a pool of so-called “characters”. It says that in his books about 100, more are added each week. “We have a queue of people dying to become these characters,” says Natalie Monbio, head of the company’s strategy.

Anyone can apply to become a character. Like a modeling agency, Time One filters out applicants by selecting in their books those they want. The company is committed to a wide sample of characters that reflect the age, gender and race of people in the real world, Monbiott says. (Currently, about 80% of the characters are under 50, 70% are women and 25% are white.)

To create the character, Hour One uses a high-resolution 4K camera to capture a person talking and doing various facial expressions in front of a green screen. And it’s all for the human part of the play. By connecting the data to artificial intelligence software that works similarly to deep counterfeiting technology, an hour can create an infinite number of frames in which this person speaks anything in any language.

A character of artificial intelligence, created by the first hour with the help of Lear’s face

Hour One customers pay the company for using its characters in a promotional or commercial video. They choose a face, upload the text they want to say, and get a video of what looks like the real person delivering that script to the camera. The fastest service uses text-to-speech software to create synthetic voices that synchronize with the characters ’mouth movements and facial expressions. Hour One also offers a premium class service where audio is recorded by professional actors. These voices are again matched to the character’s movements in the video. “Hour One” reports that it has more than 40 clients, including real estate firms, e-commerce, digital healthcare and entertainment firms. One of the major clients is the Berlitz International Language School, which provides teacher-led video courses for dozens of languages.

According to Monbio, Berlitz wanted to increase the number of videos offered, but sought to do so with the help of real human actors. They had to have production crews that create the same setup with the same actor over and over again, she says: “They found it really unsustainable. We are talking about thousands of videos. “

Berlitz now works with Hour One to create hundreds of videos in minutes. “We’re replacing the studio,” Monbio says. “A person doesn’t need to spend time filming.”


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