AI is becoming an integral part of our daily lives, a Luxembourgish start-up is now driving the push for ad creation through the technology.
A Luxembourgish start-up, founded just two years ago, has successfully carved out a niche in the rapidly growing AI-driven marketing industry. By leveraging artistic and vibrant imagery, the company offers a new approach to engaging audiences. No actors or cameras were involved in creating these ads – AI technology is now being used by both large and small businesses to generate videos, images, and visuals for marketing purposes.
Our colleagues at RTL.lu spoke with Misch Strotz, a member of LETZ AI, who is using AI to generate images of people through models. Initially, the goal was to create AI-generated images reflecting Luxembourgish traits and motifs. The concept was well-received, prompting the team to expand their vision. By early last year, LETZ AI launched the platform in France, Germany, and Belgium. Strotz added, "Step by step, as we gathered enough resources, we made it accessible to the entire world".
AI photo generators are now ten a penny. As such, the competition with giants such as Google or OpenAI is enormous. According to Strotz, the start-up has been able to stay up to speed in the last few months by being one of the platforms that provides the best-quality images. He further states that they have the advantage of the "opt-in" principle, that is, that their AI model is not trained on data from the internet, but rather that the users add their own content to the platform. In such a way, copyright problems can be avoided.
Some subscribers use the software for fun, while bigger brands have also engaged with the platform. According to Strotz, the most important moment for the start-up was their announcement of the V3 last summer, when they became one of the first companies worldwide to manage to reproduce images in utmost detail. Thanks to this, they were contacted by many brands around the world, such as Walmart, Puma, or G-Star, according to Strotz.
The sports brand Puma created a virtual influencer who wears a football shirt displaying Morocco's football team colours for an ad on Instagram. Additionally, a Luxembourgish pizza chain took advantage of Pope Francis' visit to Luxembourg to put together an online marketing campaign.
"Clearly, this technology is here to stay. It's not going to disappear", Strotz stated. The disruption that it causes on the market is enormous, according to Strotz. "As a marketing agency that developed this AI project, our work has fundamentally changed due to artificial intelligence", he further states.
According to Strotz, the purpose of AI is not to take away people's jobs, but to reduce their workload.
