To overcome the limitations of generic AI models, Manscaped developed an internal large language model. They trained it on their specific products and a cast of 'virtual actors,' enabling them to generate on-brand, hyper-specific video B-roll that off-the-shelf tools struggle to create accurately.
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To make their AI models truly effective, Personio enriched them with specific, internal go-to-market knowledge. They uploaded ICP definitions, pitch decks, and onboarding processes. This proprietary context, layered on top of customer data, is critical for training LLMs to be relevant for a specific business.
Instead of generic AI videos, InVideo.ai allows creators to upload a short clip of their voice for cloning. This, combined with personal B-roll footage, produces highly authentic, on-brand video content automatically, making AI-generated videos almost indistinguishable from self-produced ones.
Instead of just using external AI chats, teams can build custom tools like a "notebook LM" on top of their own asset libraries (e.g., case studies). This centralizes knowledge, making it instantly queryable and useful for both marketing and sales, maximizing the ROI on past content creation.
A custom AI tool offers more value than a generic one like ChatGPT because it can be trained on a brand's unique, paywalled intellectual property. This creates a curated experience that aligns perfectly with your teachings and provides answers that cannot be found for free on the web, solidifying your expertise.
Instead of using generic stock footage, Roberto Nickson uses AI image and video tools like FreePik (Nano Banana) and Kling. This allows him to create perfectly contextual B-roll that is more visually compelling and directly relevant to his narrative, a practice he considers superior to stock libraries.
Instead of guessing at marketing copy, build an AI model of your ideal customer. By feeding it internal data like call transcripts and external data like forum posts, this "digital twin" can review and rewrite your marketing materials using the customer's exact language.
Business owners and experts uncomfortable with content creation can now scale their presence. By cloning their voice (e.g., with 11labs) and pairing it with an AI video avatar (e.g., with HeyGen), they can produce high volumes of expert content without stepping in front of a camera, removing a major adoption barrier.
Generic AI app generation is a commodity. To create valuable, production-ready apps, AI models need deep context. This "Brand OS" combines a company's design system (visual identity) and CMS content (brand voice). Providing this unique context is the key to generating applications that are instantly on-brand.
For superior AI-generated content, create a persistent knowledge base for the model using features like Claude's "Projects." Uploading actual sales call transcripts and customer interviews trains the AI on your specific customer's voice and pain points, resulting in more authentic and targeted marketing copy.
A custom AI system named Marilyn, built by the CMO and one engineer, has become the central nervous system for Wiz's GTM team. It answers complex questions on competition, product docs, and strategy, even translating content for global teams. This demonstrates the immense ROI of building custom internal AI tools.
