Weekly Insights

First 100% AI-generated campaign for Paris Saint-Germain (would you have known it was AI?)

French soccer club Paris Saint-Germain has released its first fully AI-generated campaign, consisting of photos introducing the team's 2024-25 home kit. None of the players were photographed for the images and none of their faces were photoshopped; the images were entirely generated by AI. The only parts that were tweaked in post-production were the logos on their shirts.

Says the campaign's creator, Benjamin Benichou of Drop: "In this case, using AI wasn't about replacing human creativity but enhancing it. It was also a busy period for the players, so shooting with them wasn't an option." He trained local generative AI models on existing images of the players, the new jerseys and various PSG brand elements. Benichou asks a question that's rapidly becoming a common refrain: "If I wouldn't have told you, would you have spotted that it was made with AI?" (Trend Watching)

Chinese netizens use AI to recreate viral ‘porcelain filter’ face

A new filter depicting individuals as porcelain figures has taken off online over the past month, with netizens using AI photo editing app Remini to reimagine themselves as the doll-like effigies.

Users can run an ordinary selfie through the software to receive the AI-rendered version, which depicts them donning traditional Chinese dress with pale “porcelain glassy skin” and delicate blush makeup, all set against elaborate scenic backdrops. (Jing Daily)

Co-creation, exclusive visits... Hugo Boss strengthens its loyalty program

The fashion group, celebrating its hundredth anniversary this year, is preparing to evolve its loyalty program using blockchain. XP, as experience. With its new loyalty solution, Hugo Boss intends to establish itself as a “reference” in terms of customer engagement. Designed to evolve the existing Hugo Boss Experience program, Hugo Boss XP will integrate a structure common to the Boss and Hugo brands based on four levels, accessible thanks to points accumulated overspending. The result is invitations to events, articles and new services. (Journal du Luxe)

Explore the world of the new Calvin Klein collection

For the launch of Calvin Klein Monochromatic Summer, the brand partnered with Macy's Herald Square on a 6 windows takeover. The window display comes with a virtual experience of the Monochromatic Summer: the elevated beach theme serves as a backdrop to highlight a collection of apparel, denim, linen and underwear in coordinated shades of white. (Atomic Digital Design)

Exclusive: Google, augmented reality startup Magic Leap strike partnership deal

Google and augmented reality startup Magic Leap are forming a strategic technology partnership and working on building immersive experiences that blend the physical and digital worlds.

Magic Leap said in a blog post on Thursday that the two companies have agreed to a partnership. A Google spokesperson confirmed the agreement.

While short on details, the announcement adds to signals that Google may be plotting a return to the market for augmented and virtual reality (AR/VR) technologies that it so far has largely yielded to rivals Meta and Apple (Reuters)

FancyTech, big winner of the LVMH Innovation Award at Viva Technology

Finally, among the 18 start-ups preselected for the LVMH Innovation Award, FancyTech, specialises in video production in GenAI based on 3D modeling of the product, which was honoured with the Grand Prix of the LVMH Innovation Award. As a reminder, more than 1,500 start-ups from 89 countries applied.?FancyTech's concept uses AI-generated video scripts (Python code) to control video movements and lighting effects in video production software, based on brands' creative instructions. Combined with realistic 3D models, these videos can be quickly generated in very high quality and even feature movements that are impossible to achieve manually. (Journal du Luxe)

Google defends AI search results after they told us to put glue on pizza

Last week, Google rolled out its AI search results for millions of users to tinker with. The goal was to deliver a better search experience. Instead, AI delivered all sorts of weird results, like saying people should put glue on their pizza to help the cheese stick and eat rocks. Google worked quickly to remove some inaccurate AI results, which it calls AI Overviews, but the damage — and meme-ification — was already done. (The Verge)

Apple's Plan to Win the Generative AI Race Involves Weird Emoji

Apple, the company that brought you those animated Memoji you never use on the iPhone and made Personas so you can video chat as a character straight out of Polar Express while wearing a Vision Pro, has a plan to win the generative AI race: weird emoji.

While companies like ChatGPT, Google and Microsoft have a head start using artificial intelligence trained on large language models to generate text and conversations that sound more human, remove items and people from photos, and develop tools to make weather forecasts more accurate, Apple is, according to a Bloomberg report, going to offer the ability to put AI-generated emoji in your chats. (CNET)

Hennessy "Ampelos", a virtual reality vine pruning training simulator

Ampelos is a virtual reality vine pruning simulator. Pruning being a crucial operation which influences both the volume and quality of production, it is essential to pass on the techniques and know-how of the House to the next generations. This is why Hennessy brought together master tailors, trainers and digital and tech experts to imagine a cutting-edge tool capable of supporting the transfer of knowledge and gestures related to cutting. Ampelos uses a digital clone, that is to say a very realistic digital reproduction in terms of shape, colors and textures of real Cognac vines thanks to virtual reality. (LVMH)

More immersive projects here.

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