Influencer-turned-boxer Jake Paul has starred in his own company’s latest betting advertisement, which sees Betr utilising artificial intelligence for the video.
The start-up company, co-founded by Paul and Simplebet co-founder Joey Levy in 2022, boasts investors including Fuel Venture Capital, Aliya Capital Partners and Eberg Capital that has seen the company been previously valued at $375m in 2024.
As a master of self and business promotion, Paul has looked to utilise his global reach when fighting in the ring, often offering special sign-up deals when he’s in the spotlight, such as across this weekend.
Having beaten former world champion Julio Cesar Chavez Jr in a convincing points victory during a 10 round cruiserweight bout, a quick google search of Paul and Betr brings up a special promo code offer for the betting site, offering a bonus and a deposit match aimed to take advantage of the increased traffic from the fight.
Paul’s AI-powered ad created by Waymark
To further promote his company, he has helped to launch their latest national CTV ad campaign. The 30-second ad was created in just two days using Waymark Cinematic, a new AI-powered ad creation tool from the video automation company Waymark.
According to Stephen Parker, chief creative officer at Waymark, the use of AI has cut down on costs and saved a considerable of time. “Creating a national TV commercial [entails] a cast of dozens, and a price tag anywhere from $100,000 to $500,000. That’s before a single frame hits the screen.” Parker explained.
The ad includes an AI-version of Paul, stomping through a city at night in a robotic costume, and it blends his real voice with an AI-generated version. It encourages viewers to download the Betr app and the ad is set to be distributed through Universal Ads, which includes programming from more than 15 publishers such as AMC Networks, DIRECTV, Estrella Media, and the Fox Corporation.
Waymark CEO, Alex Persky-Stern, has been championing the new technology, describing the company as an “AI video ad company” in an interview in early-June, and he cited what process they used to create a full length ad like this alongside typical professional video techniques.
“It’s about stitching together a bunch of different shots that have a coherent story and style, close-up and pan-out shots, and combining that with professional video production techniques.” He explained.
Backlash of AI ads in the gambling industry
With the quality of the Betr advert flattering to deceive, AI has previously unsettled audiences in the past with ads. Companies such as Coca-Cola and video startup Pika have received criticism for their videos, with that specific backlash focusing on the strange aesthetic and unsettling messaging. Its uses will continue to be divisive, according to Persky-Stern who said:
“What is and what’s not an AI ad is only going to get blurrier because all creatives are using AI at this point.”
It is something we might have to get used to seeing, given that GroupM‘s data has claimed that by 2029, AI is expected to inform 94.1% of ad revenue.
Other gambling companies have already been undergoing this process, with the US-based Kalshi recently broadcasting their AI-ad creations during a YouTube broadcast of the NBA finals.
They had hired self-described “AI Filmmaker” PJ Ace to create the ‘most unhinged‘ ad possible to attract customers, for the operator that allows people to bet on basically anything.
The final product matches their ad tagline of ‘The world’s gone mad, trade it’ perfectly, but it is also a potential sign of what adverts could become in the gambling industry could in the near future.
