Cloud and Pyaterochka created a commercial using deepfake technology

2022: Creating a deepfake ad

Cloud (Cloud Technologies LLC), with the support of the AIRI Institute of Artificial Intelligence, together with the Pyaterochka retail chain, created a commercial using DeepFake technology. Cloud announced this on December 22, 2022. Trained by AIRI specialists on the Cloud ML Space cloud platform, the model became the basis of the digital image of actress Olga Medynich, who was not even present on the set.

For the retail industry in Russia, the practical use of deepfake is an innovation that no one has previously used in this area. The Pyaterochka project proves that the Cloud ML Space platform can be effectively used to solve even the most unusual tasks in the field of artificial intelligence, "commented Nikita Gorbachevsky, head of retail at Cloud. - We bring together highly professional and engaged teams around ML Space who use the platform to train their own models and share them with the market in our marketplace. As a result, we can quickly refine models for customer tasks and offer ready-made solutions, without the need for the client to immerse himself in complex technical processes.

Attracting celebrities to advertising campaigns ー it is always a time-consuming process. But their presence makes videos and other integrations brighter, more memorable. The key factors in using deepfake for us were the ability to quickly produce and save. If the standard period for preparing filming is about a month, then with deepfake we shot in just a week, while we also managed to save a quarter of the budget for attracting celebrity, ー said Mikhail Yartsev, director of strategic marketing at the Pyaterochka retail chain.

The DeepFaceLab model was used to create the video. Its refinement was carried out by specialists from the AIRI Institute of Artificial Intelligence, who then trained the model using publicly available images of the star. After the image of the understudy, who really participated in the shooting, was replaced by Olga Medynich and received the very finished video. The basis for the operation and training of the model was the Cloud cloud platform for full-cycle ML development - ML Space. Thanks to its use, the model was trained deepfake as soon as possible, and the quality of the final video became indistinguishable from how Olga Medynich would have starred in the video personally.