I don't need super celebs AI video platform OYE opens its eyes on AI-centered advertising platform that does not require agencies or top stars

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Jul 15, 2025

I don't need super celebs AI video platform OYE opens its eyes on AI-centered advertising platform that does not require agencies or top stars
oye 홈화면



The paradigm of the advertising market, including video production, is rapidly changing due to AI. In particular, while the use of AI technology has emerged as the center of advertising production, the AI video platform 'OYE (Open your eyes)' that directly connects general creators and brands was officially released on the 10th. OYE is a participatory content platform that anyone can monetize through AI-generated content and advertisements. In particular, it is characterized by a structure designed to allow brands and general creators to collaborate directly without going through agencies or production companies as before.

OYE's first official project is 'OYE AI Advertising Challenge'. Participants can create advertisement content of around 30 seconds using AI video tools on the subject of brands or products registered in OYE, share it on social media, and submit it to Google Form. The product presented as the material for the first episode is Miima's bidet wet tissue product, which is widely known as wet tissue. Simple participants will also receive a reward of 5,000 won, with a prize of 1 million won and an opportunity to collaborate with an actual brand. When the selected video is adopted by an actual brand and distributed as an advertisement, additional revenue is paid based on the number of views. An OYE official said "The core of this challenge is to lower entry barriers to video production with AI and to present a structure in which brands and creators can be directly connected" and "New brands or products will be registered from time to time, and creators will be able to participate in the challenge at any time to receive rewards or advertising revenue."

I don't need super celebs AI video platform OYE opens its eyes on AI-centered advertising platform that does not require agencies or top stars
oye
In the recent advertising market, with the spread of Generative AI technology, the existing agency-centered structure is rapidly reorganizing. Global platforms such as Meta and Google are introducing tools to automate AI-based content creation, target analysis, and advertisement execution, and advertisers also prefer to run campaigns directly without going through agencies. Amid this trend, WPP, one of the world's largest advertising agencies, has seen its stock price fall more than 40% this year, and some analysts say that the spread of AI-based self-service advertising tools is affecting its deteriorating performance. WPP responded through its own AI operating system 'WPP Open', but structural changes in the market are already underway.




The market outlook also supports this trend. The global AI advertising market is expected to expand from about $6.7 billion in 2023 to $28.4 billion in 2033, and the entire AI marketing market is expected to exceed $80 billion by 2030. In particular, AI-based search advertising spending is expected to expand from 1% of the total in 2025 to 13.6% in 2029. The entire process of advertising production, execution, and performance measurement is shifting to AI.

This trend is already appearing in Korea. KT recently held a large-scale AI advertising contest for the general public and decided to use the winning works for its actual campaign. Cosmetic brand Koh Hon-jin will also hold an AI-based video contest to adopt consumer-produced advertisements as official brand content and use them as actual marketing and promotional content. OYE is differentiated in that it presents a constant platform structure in which brands and creators are continuously connected beyond this one-off competition structure.

In the future, OYE plans to expand its ecosystem to various creative fields such as short-form dramas, music videos, and animations created by AI in addition to advertising contents. To this end, it will increase the accessibility of early AI creators by sharing and selling online classes centered on creators, prompts and templates, providing free credits for various creation tools, and sharing IPs of celebrities or webtoon characters. In particular, with the aim of monetizing creators through AI advertising and content distribution, it will provide brand matching systems, global distribution links, performance-based revenue distribution functions and advertising analysis tools, and copyright filtering and registration systems, and will also introduce Web3-based fan sponsorship functions in the future.




OYE says "In the AI era, anyone can quickly become a creator who produces high-quality productions, which contributes to advertising and rewards it."Some may question what role OYE can play when YouTube, Instagram, and TikTok have already dominated the content market. However, more than 90% of creators actually entered with the expectation of revenue from these platformsIt is a reality that eventually gives up. OYE focuses on creating and distributing content quickly by connecting general creators, brands, and IP holders directly and creating AI. This will allow creators to take profits even at a small entry cost.'

Meanwhile, YouTube announced on the 9th that it will introduce a policy to limit revenue generation for repetitive and mass-produced content produced using AI. The policy, which will take effect on July 15, appears to be a major overhaul to prevent AI-generated content from encroaching on the platform. The policies of these big tech platforms are expected to encourage the emergence of AI-centered platforms such as OYE. Attention is focusing on whether these new platforms will be seen as another source of revenue for creators.





kwonfilm@sportschosun.com