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The ‘Barbie’ AI selfie generator has 13 million users.

The entertaining experience, which was provided before of the film’s premiere, drew the attention of superstars such as Rihanna and Pedro Pascal.


The success of Warner Bros. and PhotoRoom’s “Barbie” selfie-generator demonstrates how marketers continue to look to the hype surrounding AI as a means of capturing the attention of consumers, and its success could be a signal to others in Hollywood wanting to capitalize on similar strategies. This year, technology has been at the forefront of advertising, with activations from Coca-Cola and Mint Mobile among the first instances.

Customers who use the interactive service can upload a photograph of themselves to be instantaneously inserted into the promotional poster for the “Barbie” film. The filter, which has received a lot of attention after being posted on social media, is based on visual AI and took PhotoRoom less than an hour to implement, implying that similar activations could be within reach for others.

“The potential for harnessing the power of generative AI for our upcoming campaigns is limitless.” In the release details, Cameron Curtis, executive vice president of worldwide digital marketing at Warner Bros., said, “Its potential to create captivating and personalized experiences is truly remarkable, opening doors to innovative storytelling and audience engagement that were previously unimaginable.” 

Riding a wave of pop-culture hype, the “Barbie” film has emerged as a bright point, particularly in terms of its extensive marketing efforts, which have featured collaborations with a number of on-theme firms for creative promotional tie-ins. A partnership with Bumble, for example, allowed users to match with some of the film’s iconic Barbie and Ken characters, while a partnership with Roku resulted in a home screen takeover on Roku devices that included themed visuals such as Barbie’s ideal house.

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