NZ Telco Clone a Customer With AI For Marketing Campaign.

We are starting to see major brands leveraging Generative AI to create cost-effective, scaleable marketing campaigns.

This week NZ Telco Skinny Mobile has launched a new campaign with Liz, their digitally cloned customer.

Liz embarked on an 11-week journey with Skinny and some of Aotearoa’s most creative minds to bring her digital clone to life. Through hours of collaboration, the team captured Liz’s voice, facial expressions, and personality, to create a digital clone that authentically represents her real self.

They used AI platforms HeyGen and ElevenLabs to produce the digital avatar and voice clone for the campaign. Over the next few weeks Liz will appear in brand stories that would have previously been impossible to make or just too costly and time consuming to produce.

It’s an excellent showcase of how kiwi companies can combine human-led creative with AI-powered content to produce scalable and cost effective campaigns.

I attended a campaign briefing last week. These key insights stood out:

• AI in marketing isn’t about replacing human creativity – it simply allows us to create brand stories we couldn’t do before.

• The best AI marketing strategies are human-led and AI-powered, combining the imagination and empathy of people with the efficiency and intelligence of technology

• AI’s role in marketing is just beginning - expect to see advancements in hyper-personalised campaigns, interactive AI experiences, and even AI-generated virtual influencers

• Skinny has developed this campaign in line with their AI Principles.

• Liz has been compensated in much the same way talent would have previously with a combination of account credit and a talent fee.

• Liz’s AI clone will front multiple campaigns over the next two years, allowing Skinny to produce dynamic, adaptable content that wouldn’t be possible through traditional production.

Bremworth produced a TVC last year made with AI.