Rochelle Flint: Bremworth Chief Brand and Product Officer on NZ's first AI advert

New Zealand wool carpet company Bremworth is claiming to have made the country’s first TV commercial using Artificial Intelligence (AI).

Bremworth Chief Brand and Product Officer Rochelle Flint tells Heather du Plessis-Allan the AI advert is an innovative way to showcase and elevate the wool industry.

The use of AI is estimated to have reduced advertising spend by 60%.

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Episode Transcript

Speaker 1 (00:00):
Two things. A kiwis love righte wool and a good
ad on the tally to have a chat about. Now,
to get wool, you need the sheep. To get ads,
you need humans. But maybe you don't anymore. Bremworth's created
What It Reckons is the country's first TV commercial using AI.
Chief Brand and Product officer Rachelle Flint is with us.

Speaker 2 (00:17):
Now, Hey, Rachelle, good morning, Thank you for having us.

Speaker 1 (00:20):
Yeah, thanks very much.

Speaker 2 (00:21):
You've seen the ad, Yes, I have for the first
time last night.

Speaker 1 (00:25):
Give it to me out of ten?

Speaker 2 (00:28):
Well, I'd obviously give it a ten out of ten.

Speaker 1 (00:31):
Why Why?

Speaker 2 (00:35):
Because I guess it's it's a really innovative way to
showcase and elevate the wool industry, I guess. And wool
as a fiber.

Speaker 1 (00:45):
Yeah, when you put it, when you put this into AI,
which by the way, is very clever, put this into
AI and you're like, AI, please make me a TV
commercial about wool? Does it just front load that thing
with lots of sheep?

Speaker 2 (01:00):
No, not necessarily, you know. And when we when we
looked at creating this TVC, we were sort of entering
into uncharited or uncharted territory. So we definitely did hit
a few bumps in the.

Speaker 1 (01:14):
Road we did, Chelle, what did it give you?

Speaker 2 (01:18):
Well, for example, you cannot make minor changes to certain
scenes as you're creating the assets, so we had to
obviously come up with solutions as we went along.

Speaker 1 (01:28):
Like what kind of changes were you made? Were like,
I need more sheep in this shot, and that they
couldn't do it.

Speaker 2 (01:35):
No, we don't actually feature any sheep in our TVC.
It's it's really an abstract and more sort of sensory
way too, an interesting I guess way to showcase well
as a fiber because it's just so beautiful and we
think that this TVC has managed to communicate that.

Speaker 1 (01:53):
I'm guessing we've got lots of beautiful landscape shots of
New Zealand.

Speaker 2 (01:59):
We've certainly a couple yes in the TVC.

Speaker 1 (02:02):
How much cheaper do you reckon this was to make?

Speaker 2 (02:04):
Then?

Speaker 1 (02:04):
If you'd actually had real humans working on it, we.

Speaker 2 (02:09):
Think it would have cost us, Oh, sorry, reduced our
spend by about sixty percent. And I guess that sixty
percent is very meaningful to small companies. And you know
it wouldn't if we hadn't if AI wasn't available to US.
We wouldn't have had the budgets to be able to

(02:32):
go on to TV. Cost of the video would have
been too much for US US our media spin it's prohibitive.

Speaker 1 (02:39):
A this may be the way of the future, mightened
it because basically it's becoming so hard to get, you know,
to actually afford these ads, and so a few people
watch them nowadays. On the tally, Rachelle, thank you very much,
appreciate it. Rachelle flint brem With, Chief brand and Product Officer.
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