iWorld
PFT launches CLEAR AI to lower cost of operation of media services
MUMBAI: Prime Focus Technologies (PFT), the technology subsidiary of Prime Focus, a global leader in media and entertainment services, has unveiled CLEAR AI. It offers transformational AI-led technology and media services powered by the cloud that help streaming platforms, studios, and broadcasters lower their Total Cost of Operations (TCOP) by automating their content supply chain.
The Enterprise Resource Planning (ERP) software, CLEAR, has been put in place to streamline the foreign language mastering process and is designed for the media and entertainment industry.
Multi-platform content fulfillment demand from the library continues to grow exponentially. Fulfillment encompasses activities that include the most appropriate content identification, determination, and creation of missing material, aligning all pieces of content, including video, audio, and text artifacts, and developing ready-to-distribute masters. PFT’s clients find these activities to be highly laborious, time-consuming, and expensive when done at scale as this includes custom work and massive coordination between internal studio teams and global vendors, resulting in an extended timeline, a slower go-to-market, and delayed monetization.
Introducing CLEAR AI to simplify the Foreign Language Mastering process:
· Assisting the mastering team in creating international masters with AI tools to help human mastering efforts offering convenience, speed, efficiency, and faster time to monetization.
· Automatically identifies languages in dubs, subs, and on-screen text
· Identifies metadata and segments to master from multiple versions
· Compares versions and determines the best master to conform
· Helps conform foreign language assets (dubs and subtitles) even across multiple frame rates
· Automatically creates forced narration files that can be localised
· Identifies and packages foreign language master in the specified format
“A powerful combination of identifying languages and content segments, comparing versions, conforming, and packaging masters using AI boosts operational productivity by at least 3X. This makes the process simple and as easy as possible for both businesses and editors,” said PFT senior vice president and head of product management Murali Sridhar. “With an AI-driven approach, foreign language mastering works at an exceptional scale and speed like never before.”
One can utilise CLEAR AI to create fully localised foreign language file masters for distribution in multiple international territories. It helps experience 60-75 per cent reduction in editorial/conform effort, gain efficiencies, speed, and faster time to market. It is basically mastering made easy.
PFT works with major media and entertainment companies like Walt Disney-owned Star TV, Hearst Television, Channel 4, Sinclair Broadcast Group, A&E Networks, Warner Media, PBS, CBS Television Studios, 20th Century Fox Television Studios, Lionsgate, Showtime, HBO, NBCU, TERN International, Disney+ Hotstar, Cricket Australia, BCCI, Indian Premier League and more.
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
