Agoda has recently launched a generative AI short film titled 'Leo’s Magical Travel Adventures', aiming to promote global exploration and highlight cultural diversity within the Asia Pacific region. This film serves as a sequel to Agoda's previously successful AI initiative, 'Maya and the Secret World of Agoda', reflecting the company's ongoing commitment to leveraging emergent technologies in their marketing efforts.
The narrative of 'Leo’s Magical Travel Adventures' follows the character Leo, who is the cousin of Maya, as he explores several culturally significant locations. The film takes viewers on a journey through vibrant settings, including Guangzhou in China, Rotorua in New Zealand, the iconic Ayutthaya floating markets in Thailand, and the scenic city of Udaipur in India. Throughout this adventurous trek, Leo engages in immersive cultural practices such as participating in the Lion Dance and celebrating the Holi Festival.
In the creation of this film, Agoda utilised several advanced generative AI tools, specifically OpenAI’s ChatGPT 4.0 and Midjourney v6.1. The project was orchestrated through collaborative efforts from Agoda’s marketing, legal, and translation teams, underscoring the practical application of these technologies in modern content production.
Matteo Frigerio, Chief Marketing Officer at Agoda, expressed that the initiative is designed to exemplify the role of artificial intelligence in fostering innovation. “At Agoda, our purpose is to bridge the world through travel. Travel helps people enjoy, learn, and experience the amazing world we share. Using cutting-edge AI tools to tell this story was as exciting as it was meaningful,” Frigerio stated during an interview with Marketing Interactive. The film is also available to watch in its original AI-generated English version, with subtitles provided in multiple languages including Thai, Japanese, simplified Chinese, Bahasa Indonesia, and Korean.
As the industry witnesses a surge in AI-generated content across various platforms, some brands have faced criticism for their attempts at leveraging this technology. In a notable instance, Coca-Cola sparked controversy with its recent AI-generated reinterpretation of its classic holiday advertisement, “Holidays Are Coming.” This generated content received a largely negative response, with audience members labelling it as “distasteful”, "scary", "soul-less", and “uninspiring.” Critics pointed out that the advertisement failed to elicit the emotional responses typically associated with holiday marketing.
As the dialogue around AI in business practices continues to evolve, Agoda’s latest project highlights both the potential and complexities of employing advanced technological solutions in storytelling and marketing strategies.
Source: Noah Wire Services