Artificial intelligence has become a buzzword in recent years, and when combined with television, it's generating new excitement. Many believe that AI will be the central theme of the industry and eventually become the standard. However, some remain skeptical, arguing that AI is just a gimmick and not true artificial intelligence. How can we effectively apply AI? Will AI-powered TV solutions significantly enhance the value of future televisions? As a leading brand in AI vision technology, how does Yi+ view the future of big-screen marketing? During the GFIC2017 Global Home Internet Conference, a reporter had an exclusive interview with Zhang Mo, founder and CEO of Yi+.
In the era of smart home connectivity, the resurgence of the living room economy is accelerating the transformation of the interactive TV industry. Currently, the main forms of interactive TV include IPTV, DVB, and OTT. Although their market shares vary, they coexist in the current landscape.
For Yi+, what kind of TV form does its AI video solution target? Traditional TVs, including those from radio and TV operators, cable providers, and IPTV services, are often less interactive. How can we help these traditional TVs evolve?
Yi+ is an AI computer vision engine service provider, offering intelligent and commercialized solutions based on AI vision technology. According to Zhang Mo, Yi+ provides more advanced and valuable solutions for customers in the media and broadcasting sector. The company currently offers three main solutions: "TV + AI", "Camera + AI", and "Smartphone + AI", as well as "Marketing + AI".
By collaborating with content providers, device manufacturers, and operators, Yi+ taps into the commercial value hidden within massive visual and content data. In the traditional TV industry, the one-way transmission model has limited interaction. However, now, communication with TV can go beyond voice. Zhang Mo believes that traditional TV still holds great potential and value in visual content mining. With rich audio and visual assets, the media and broadcasting industry can benefit from AI-driven structuring of this information, enabling better content recommendations and scene-based advertising, thus creating value for multiple stakeholders.
Looking ahead, TV is expected to become the central hub of the family, integrating smart devices. The content on TV has immense commercial potential. Yi+ recognizes this value and is working to unlock it. Voice interaction solves the issue of TV user engagement, allowing users to interact through remote controls, cameras, or voice commands. However, understanding and recommending more content during viewing still requires visual techniques.
Zhang Mo emphasized that the living room is a crucial life scene, where people spend a significant amount of time. Besides smartphones, the TV is another essential smart device. As the core of the family environment, the TV should serve as the control center for all smart devices. In the future, a single TV may integrate various functions without needing separate speakers or cameras.
Today, many mobile functions can also be used on TVs, such as video calls, teleconferencing, and gaming. In a home setting, the TV screen offers a superior experience.
Diversified data collection and scene-based advertising are paving the way for precision marketing on large screens. To achieve strong monetization in the big-screen era, the concept of "scene experience" has emerged. A compelling scene experience amplifies product advantages and strengthens user engagement. Implementing a new scenario marketing model relies heavily on big data and AI technologies. Yi+ has made significant progress in large-screen marketing. How do they do it?
According to Zhang Mo, Yi+ focuses on delivering ads that combine product and effect. The data collected includes structured media content, traditional user profiles, and facial features captured by cameras. By using deep learning, Yi+ can identify video scenes and products, recommend relevant content based on timing, and track user behavior. For example, when a particular celebrity or scene appears, targeted ads can pop up, greatly improving user interaction rates. Some campaigns have seen a 16% increase in CTR, showing that users appreciate personalized content.
In AI-enabled TVs, cameras can collect user IDs, along with attributes like age, gender, and emotional state. This data helps build detailed user portraits, enabling more accurate targeting and solving the challenge of traditional TV viewership. Advertisers seek insights into their audience, and combining user portraits with content relevance allows for more effective scene-based advertising, boosting CTR and ad value. Users of the Tmall box, for instance, show high engagement with AI assistants, with DAU surpassing most mobile apps.
Yi+ also supports the identification of over 2,000 celebrities and uses 1:1 face recognition to detect more than 100 common objects and recognize 30,000 items.
In applying AI technology, Yi+'s solutions help TV manufacturers escape the price war, create new selling points, and offer differentiated services. They can transition from simply providing equipment to realizing added value and generating new revenue streams while enhancing the user experience. For third-party content providers, this opens up new opportunities in the large-screen market and traffic portals.
Though AI + TV is still in its early stages, it holds great potential. In the future, AI is expected to be the biggest disruptor in the industry, bringing substantial commercial value. Currently, Yi+'s AI assistant is already integrated into devices like the Lynx Box and has partnered with brands such as Hisense TV.
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