Artificial intelligence tools are enabling virtual product placement in media content, allowing brands to digitally insert products into shows, movies, and influencer content after filming is complete.
The technology landscape: New AI-powered virtual product placement platforms like Mirriad, Ryff, and Inshorts are transforming how brands integrate their products into entertainment content.
- Major brands like Cheetos have already implemented this technology, with Mirriad integrating ghost pepper chips into “Ghostbusters: Frozen Empire”
- These tools can seamlessly add products, from fried chicken to paint cans, into existing content without requiring physical presence during filming
- Companies like Hallmark and Univision have been experimenting with virtual product placement since 2020
Industry adoption and partnerships: The marketing industry is showing varied levels of interest and caution regarding AI-powered product placement tools.
- BENlabs recently partnered with Mirriad to develop in-content advertising solutions across streaming, movies, music videos, and influencer marketing
- The partnership combines BENlabs’ network of 15 million creators and major brand relationships with Mirriad’s supplier network including Univision and Vevo
- Some brands are explicitly prohibiting generative AI content in their contracts, indicating hesitancy in the market
Potential benefits: Marketing professionals see several advantages to implementing virtual product placement technology.
- The technology offers flexibility and quick turnaround times for brand integrations
- It enables personalization of content based on audience data
- Virtual placement could reduce content creation costs and facilitate evergreen content production
- Fashion, beauty, and home sectors are identified as natural fits for these technologies
Key challenges: The adoption of AI-powered product placement faces several obstacles and concerns.
- Questions about content authenticity and ethical considerations remain unresolved
- Implementation costs could be prohibitive for some brands
- Creators may feel less ownership over their content when virtual placements are added post-production
- The need for disclosure of virtual placements could impact viewer perception
Market outlook: Despite mixed feelings in the industry, virtual product placement technology shows promise for future growth.
- PMG reports growing client interest in exploring these tools for influencer partnerships
- The technology could help bridge the gap between paid media and organic content
- Industry experts predict significant growth in this space throughout 2025
- The convergence of traditional TV and digital content consumption patterns may drive increased adoption
Future implications: The success of AI-powered virtual product placement will likely depend on how well the industry addresses current challenges while capitalizing on the technology’s potential to create more natural, scalable, and personalized brand integrations in content.
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