Podcast Summary: B2B Agility™ with Greg Kihlström – Episode #43: Localizing Video Using AI with Guy Picars from Panjaya

Introduction

In Episode #43 of the B2B Agility™ podcast, host Greg Kihlström delves into the transformative world of AI-powered video localization with guest Guy Picars, CEO of Panjaya. This episode explores the critical role of video localization in expanding global reach for B2B marketers, the challenges faced, and how innovative AI solutions are overcoming these hurdles to create authentic, culturally nuanced content.

Guest Background and Journey to Panjaya

Greg begins by inviting Guy to share his professional journey:

[02:34] Guy Picars: "From the first job out of college, I've been working in the video space... video has been chasing me my whole life and that's probably my destiny."

Guy's extensive experience spans interactive video storytelling, running a virtual conference company called Unisphere for a decade, and working on video discovery at Matcha, contributing to the foundation of Apple TV. This rich background provided him with firsthand insight into the complexities of video production and localization, ultimately inspiring him to found Panjaya—a company leveraging AI to revolutionize video localization.

The Importance of Video Localization in B2B Marketing

Greg sets the stage by highlighting a significant gap in B2B marketing:

[01:34] Greg Kihlström: "With 94% of B2B buyers saying they're more likely to engage with leadership and conference videos in their local language, companies are missing a massive opportunity."

This statistic underscores the immense potential for brands to engage global audiences more effectively through localized video content. Guy elaborates on how Panjaya addresses this need:

[04:08] Guy Picars: "The quality of automated video localization powered by AI is a fairly new space... we've reached the threshold to making it from a cool new thing to something that is really in high quality and effective for businesses."

Current Barriers to Effective Video Localization

Despite the clear benefits, many brands underutilize video localization. Guy identifies key barriers:

1. Awareness and Understanding:

   [04:08] Guy Picars: "It's starting with awareness and what's possible today."

2. Fear of AI: While diminishing, there remains apprehension about relying on AI for creative processes.

3. Quality Concerns: Achieving high-quality localization that maintains cultural nuances and authenticity has been challenging.

4. Resource Constraints: Brands often lack the in-house talent to manage localization effectively, leading to reliance on traditional, costly methods.

AI-Powered Solutions: Overcoming Localization Barriers

Panjaya’s AI-driven approach simplifies and enhances the localization process:

[07:00] Guy Picars: "It automates the majority of the work in a very simple solution... the result is a much faster and cheaper solution than traditional dubbing and it produces better results where AI and the innovation today enables you to take care of sync and authenticity."

Traditional vs. AI Approaches to Video Localization

Greg and Guy compare conventional methods with AI-powered solutions, highlighting significant drawbacks of traditional approaches:

• Traditional Dubbing:

  [07:50] Guy Picars: "It's expensive and the turnaround time is really high... content lacking authenticity and sync."

• Closed Captioning:

  [08:51] Guy Picars: "They lack the emotive power and can be distracting... not necessarily providing a solution that lifts engagement."

In contrast, AI solutions like Panjaya offer cost-effective, timely, and authentic localization, enhancing engagement without the typical pitfalls of traditional methods.

Preserving Cultural Nuance and Emotional Tone

A critical challenge in localization is maintaining the original video’s emotional and cultural integrity. Guy discusses Panjaya’s approach:

[09:13] Guy Picars: "We're constantly working on improving the way we capture the original performance... Truly maintain and capture the performance as much as possible."

Panjaya’s technology captures subtle nuances such as pauses and emotional tones, ensuring the target language version resonates authentically with local audiences.

Role of Human Oversight with AI

While AI handles the bulk of the localization work, human oversight remains essential to ensure quality and authenticity:

[10:20] Guy Picars: "We created a pretty advanced human-in-the-loop tool... empowering creators and reviewers to augment AI wherever it falls short."

This collaborative approach allows for script adjustments, translation refinements, and performance tuning, blending AI efficiency with human creativity.

AI and the Creative Process

Addressing concerns about AI replacing human creativity, Guy clarifies Panjaya’s role:

[11:52] Guy Picars: "We're helping you automate the process to make it available to a larger set of audiences... we're not replacing anything that you would put into all the craft you would put into the original performance."

AI serves as a tool to enhance and extend the creative reach of content creators, not to supplant their creative efforts.

Key Industries Benefiting from AI Video Localization

Panjaya’s technology is versatile, benefiting various sectors where content is paramount:

1. Media and Entertainment: Facilitates global distribution of movies, series, and entertainment content with high-quality localization.

2. Marketing and Advertising: Enhances global campaigns and influencer-based ads by providing authentic and engaging localized content.

3. Training and Education: Improves accessibility and comprehension in professional training materials, particularly in specialized fields like healthcare.

[14:29] Guy Picars: "Healthcare training and continuous medical education... performing better than the original language in English plus captions."

Unexpected Use Cases

An intriguing application of Panjaya’s technology is in market research:

[16:55] Guy Picars: "A market research company is using this to capture talks locally, transfer and translate this in the original intent... generate some findings."

This use case demonstrates how AI localization can preserve the passion and intention behind spoken content, providing deeper insights for researchers.

Future of Video Localization

Looking ahead, Guy envisions transformative advancements in AI video localization:

[18:08] Guy Picars: "One-click translation for any video... preserving the original performance and intent in a high-quality way."

Future developments include real-time translations and personalized content delivery, allowing messages to resonate more personally with diverse audiences.

Localization: A Must-Have for Global Brands

As global markets become increasingly interconnected, localization shifts from a luxury to a necessity:

[19:32] Guy Picars: "If you want to reach audiences hard... it’s going to become just like any other activity they do today."

Brands aiming to engage deeply with international audiences must prioritize video localization to ensure their messaging is both accessible and emotionally impactful.

Advice for Marketing and Content Leaders

Greg seeks practical guidance for leaders looking to enhance their video content’s global accessibility. Guy offers strategic advice:

[20:34] Guy Picars: "Start with a specific use case where you can measure ROI in engagement. Identify areas where language is a barrier and apply high-quality localization to bridge that gap."

By targeting measurable areas and addressing language barriers, marketing leaders can effectively leverage video localization to boost engagement and reach.

Staying Agile: Insights from Guy Picars

In closing, Greg asks Guy about maintaining agility in his role. Guy shares his approach:

[21:37] Guy Picars: "Look at the end goal, avoid tactical interruptions, prioritize short-term vs. long-term goals, and embrace iteration to adjust quickly while maintaining quality."

Balancing speed and quality is crucial, especially in a startup environment, to ensure that innovation keeps pace with market demands without compromising on excellence.

Conclusion

Episode #43 of B2B Agility™ offers valuable insights into the evolving landscape of AI-powered video localization. Guy Picars emphasizes the importance of authentic, culturally nuanced content in global marketing strategies and showcases how Panjaya is at the forefront of this transformation. By blending AI efficiency with human creativity, Panjaya enables brands to engage more effectively with diverse audiences, making video localization an indispensable tool for B2B success.

For more information about Guy Picars and Panjaya, listeners are encouraged to follow the links provided in the show notes.

Notable Quotes:

• Guy Picars [02:34]: "Video has been chasing me my whole life and that's probably my destiny."
• Greg Kihlström [01:34]: "With 94% of B2B buyers saying they're more likely to engage with leadership and conference videos in their local language, companies are missing a massive opportunity."
• Guy Picars [07:00]: "It automates the majority of the work in a very simple solution... much faster and cheaper than traditional dubbing."
• Guy Picars [10:20]: "Empowering creators and reviewers to augment AI wherever it falls short."
• Guy Picars [19:32]: "It’s going to become just like any other activity they do today."