Serviceplan interviews Frances Gerety via AI

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Aldi Disney

Serviceplan interviews Frances Gerety via AI

Nancy Delhalle, CMO of Serviceplan, is part of the grand jury of the Gerety Awards, named after the French-American copywriter Frances Gerety, who built her career in advertising in the mid 1900s. She paved the way for other women in advertising and is most famous for coining the iconic phrase “A diamond is forever” for De Beers.

For this reason, Serviceplan made it possible to talk to the copywriter via AI, through a live video interview. To be able to do so, Serviceplan used the same engine as OpenAI uses for ChatGPT. Data engineers from Mediaplus (media and data agency of Serviceplan Group) created the pipeline using OpenAI’s API, that connects the framework (the application) with the cloud (AWS) to give knowledge to the Frances chatbot. 

They taught her about various relevant subjects, so she would be able to perform a conversation as close as possible to how the real Frances would have responded. Using other AI tools, Serviceplan generated an image of what Frances would have looked like, as there are not many pictures of her available online. Finally with D-ID, they generated an animated version of the AI image of Frances so that she could reply herself, in audio and video, during the live interview.

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Nancy Delhalle

Chief Marketing Officer

+32 2 774 01 00