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Video Personalization and Localization pilot

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Video Personalization and Localization pilot

Google
2023

Video Personalization and Localization pilot

Client: Google

Project date: 2023
Industry: Technology
Services provided: Content strategy, project management, content production, Education

Implemented a strategic initiative to enhance user experience through the development of interactive and visual simulator content. This aligns with my broader vision of providing a visually-focused, scaled support experience. By simulating real-world scenarios, users can actively test, explore, and make informed decisions.

Project objectives

  • Develop High-Quality Simulations: Create engaging and effective simulations that cater to diverse user needs, addressing top user issues (TUIs) and aiding in onboarding.
  • Prioritize User Experience: Incorporate user preferences for visual content by offering walkthroughs, guides, and intros within the simulations, ensuring ease of use and maximizing engagement.
  • Scale Support: Utilize simulations to provide scalable support solutions, reducing reliance on text-based resources and empowering users to self-serve.
  • Align with Strategic Vision: Contribute to the overall strategic education vision by establishing simulations as a core component of an evolving visual-forward support experience.

By leveraging the power of simulations, we aim to create a more interactive, engaging, and effective learning environment for our users, ultimately enhancing their overall experience and driving success.

Challenge

The Google Ads Content team is committed to providing the right content to the right audience at the right time. However, current support videos primarily offer English voiceovers, limiting personalization and engagement for non-English speaking users. This presents an opportunity to leverage GenAI dubbing solutions to expand our content reach and impact.

This situation aligns with a broader cross-functional organizational needs:

  • Content team: Requires more personalized video content in multiple languages to increase coverage, engagement, and user satisfaction.
  • Location team: Seeks further investment in Hermit technology to achieve faster, more cost-effective, and scalable localization.
  • Google DeepMind: Benefits from additional partners and diverse video content to enhance and refine its AI models.

By addressing this production gap, we planned create a win-win scenario for all stakeholders, ultimately providing a more inclusive and effective support experience for our global audience.

Task

I conducted a pilot project to localize a set of high-traffic support videos into 10 target languages using Google’s AI dubbing technology.

Specifically, this project involved:

  • Selecting content: Identify 10 articles with videos based on high viewership to ensure a representative sample size for the pilot.

     

  • Localizing video content: Utilize AI dubbing technology to create localized versions of the selected videos in the 10 target languages.

     

  • Implementing changes: Update the chosen articles to include the newly dubbed videos, while leaving all other content within the articles unchanged.

     

  • Evaluating Results: Assess the impact of localized videos on user engagement, satisfaction, and other relevant metrics to inform future localization efforts.

Action

Demonstrated a proactive and collaborative approach to exploring the potential of AI dubbing, setting the stage for future expansion and optimization of multilingual video content.

  • Collaborating with localization team: Identifying high-impact videos and CUJs that were suitable for the pilot.

  • Identifying  languages: Chose priority languages to dub, ensuring broad reach and impact.

  • Implemented AI dubbing: Utilized proprietary dubbing technology to create dubbed versions of the selected videos.
  • Established comparative analysis: Set up a measurement framework to compare engagement between the newly dubbed videos and the previously subtitled versions.
  • Explored operationalization: Investigated and documented processes for streamlining and scaling AI dubbing workflows, ensuring quality standards are maintained throughout.

  • Shared Insights: Provided the partner teams with actionable information and recommendations based on the pilot findings, empowering them to operationalize dubbed content at scale.

Results

The pilot project yielded highly encouraging results, showcasing the potential of GenAI dubbing to enhance user engagement and cost-effectiveness:

  • Increased video engagement: A remarkable 14% increase in average watch time was observed across all dubbed languages compared to the previously subtitled-only videos.
  • Language-specific performance: Portuguese (Brazil), Spanish (LATAM), and Japanese emerged as the top-performing languages, garnering the most video views and watch time.
  • Cost-effectiveness: The dubbing solution proved to be significantly more cost-effective than traditional human dubbing, with savings of up to 4x for languages like Spanish (LATAM).

Overall, the pilot successfully validated the effectiveness of AI dubbing in enhancing user engagement and optimizing localization costs, paving the way for broader implementation and further exploration of its capabilities.

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