Avail, a technology company for media users, has introduced creatorAPI, a new platform allowing advertisers to license the likenesses of individual creators for use in promotional videos. The platform aims to address the growing prevalence of AI-created synthetic creators in advertising and preserve authenticity.
Chris Giliberti, CEO and co-founder of Avail, expressed concern over the rise of “fully synthetic creators,” stating, “I am seeing a deluge…and, you know, to me personally, it’s a bit dystopic.” He noted that advertising historically relied on authenticity, a quality now threatened by AI-generated content. CreatorAPI enables creators to establish guidelines for how brands can use their image, voice, and performance, specifying permitted products, subjects, claims, and creative approaches.
Advertisers can then generate multiple video variations within these parameters, allowing for extensive testing of creative assets. According to Giliberti, short-form video marketers often prioritize the number of creative options they can deploy, and Avail’s technology multiplies the number of “at bats” with a single creator. The creator economy is projected to grow to $480 billion by 2027, up from $250 billion currently, according to a 2023 Goldman Sachs estimate.
The technology has been tested with direct-to-consumer brands and creators, including Night Media and Emily Higgins. Higgins stated that the platform “empowers me to extend the reach of a single campaign and gives brand partners testing flexibility,” adding, “The appeal is the chance to enhance the performance of my content so both the brand and I win.” Avail’s creatorAPI represents a new approach to a long-standing practice in the advertising industry.
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