Dailymotion launches conversational ad format powered by AI technology

Dailymotion Advertising announced the launch of EchoAI on July 23, 2025, marking the introduction of a conversational ad format that combines artificial intelligence technology with video advertising across desktop, mobile, tablet, and connected television platforms.

The proprietary innovation integrates a conversational AI engine trained exclusively on advertiser content with creative experiences designed by Dailymotion's Creative Studio. According to the announcement, EchoAI allows users to engage in real-time conversations directly from video ads without leaving the viewing experience.

The technology operates through a conversational agent trained on advertiser-specific proprietary content including websites, documentation, and frequently asked questions. This approach ensures brand-safe experiences while providing reliable and coherent responses aligned with advertiser messaging. The system analyzes generated interactions to deliver qualitative insights about consumer expectations and preferences.

Hamza Kourimate, Chief Marketing Officer at Dailymotion B2B, described the platform's strategic direction during the launch announcement. "For too long, brands have been talking at consumers. The real promise of generative AI isn't just faster content creation - it's the ability to build genuine dialogue," Kourimate stated. The executive positioned EchoAI as enabling personalized relationships at scale while fostering "promptable" brands capable of conversational engagement.

Luis Ryder, Head of Creative Studio at Dailymotion Advertising, emphasized the format's creative integration approach. "EchoAI was born from a strong belief: AI doesn't replace creativity - it enhances it. The challenge was to design a format where technology steps back to make room for a fluid, meaningful user experience," Ryder explained. The implementation integrates real-time dialogue capabilities within video storytelling frameworks.

The conversational format supports practical applications including product inquiries, personalized offer discovery, and store location services. Users can access these features through text or voice inputs while maintaining engagement with video content. This functionality positions EchoAI within mid-funnel marketing strategies, bridging interest and consideration phases of customer journeys.

EchoAI launches in open beta across all markets where Dailymotion Advertising operates. The platform supports more than 20 languages and provides immediate access for advertisers exploring mid-funnel engagement strategies. The beta phase targets pioneering brands seeking to demonstrate EchoAI's value through real-world campaign activations.

The technology represents Dailymotion Advertising's broader artificial intelligence strategy following previous implementations in contextual targeting and content recommendation systems. The company now extends AI capabilities into interactive advertising formats that adapt to consumer intent in real-time. The approach leverages multimodal analysis and language processing technologies designed for cookieless advertising environments.

This development reflects the growing integration of conversational AI in advertising platforms, where major technology companies have expanded advertising capabilities into AI-powered interfaces. The trend demonstrates industry recognition that traditional advertising models require adaptation as consumer behavior shifts toward conversational interactions with digital systems.

Recent industry analysis reveals significant transformation in search advertising through AI-powered conversational experiences. Microsoft research published in June 2025 showed 53% higher purchase rates following user interaction with AI-powered search tools, while conversational search interactions compressed traditional customer journeys by 40% fewer touchpoints compared to conventional methods.

The timing coincides with broader industry discussions about traditional advertising technology's compatibility with conversational and agentic AI futures. Microsoft's May 2025 decision to discontinue its Xandr DSP platform specifically cited incompatibility between traditional models and "conversational, personalized, and agentic" advertising directions.

Video advertising specifically has experienced accelerated AI adoption. The Interactive Advertising Bureau reported in July 2025 that 86% of buyers currently use or plan to implement generative AI for video ad creative development, with projections indicating AI will account for 40% of all advertisements by 2026.

The conversational advertising approach addresses measurement challenges increasingly relevant to marketing professionals. Traditional metrics focused on click-through rates and impressions may require evolution to accommodate engagement patterns within AI-assisted interactions. The shift demands reconsideration of targeting strategies as contextual relevance becomes more critical in conversational advertising flows.

EchoAI's technical architecture positions conversations as core engagement mechanisms rather than supplementary features. This approach contrasts with implementations that add chat functionality to existing advertising formats. The integration of AI-powered dialogue within video content creation establishes new creative possibilities for brand storytelling and consumer interaction.

Dailymotion Advertising indicates additional complementary innovations will follow in coming months as part of its AI-focused transformation strategy. The company positions EchoAI as the first step toward new capabilities designed to create greater value for both brands and users within an evolving digital advertising landscape.

The platform's language support and global availability demonstrate technical scalability across diverse markets and cultural contexts. The 20-language capability suggests sophisticated natural language processing implementation capable of maintaining brand voice and contextual relevance across different linguistic environments.

For marketing professionals, EchoAI represents an early example of how conversational AI technology may reshape video advertising engagement. The format's focus on mid-funnel strategy suggests recognition that traditional awareness and conversion metrics may require supplementation with conversation quality and engagement depth measurements.

The announcement positions Dailymotion Advertising as competing directly with larger platforms implementing similar AI-powered advertising capabilities. Major technology companies including Google, Microsoft, and Meta have each announced conversational advertising features throughout 2025, indicating industry-wide recognition of this technological direction.

Industry observers note that successful implementation of conversational advertising requires careful balance between automation capabilities and brand control. The technology must maintain brand safety while enabling natural dialogue experiences that feel genuine rather than programmatic. EchoAI's training on advertiser-specific content addresses this challenge through customized knowledge bases rather than generic AI responses.

The financial implications of conversational advertising extend beyond traditional return on investment calculations. Brands must evaluate engagement quality, conversation completion rates, and dialogue-to-action conversion metrics alongside conventional advertising performance indicators. This measurement complexity requires new analytical frameworks and potentially revised attribution models.

Technical implementation considerations include integration with existing campaign management workflows, creative development processes, and performance measurement systems. Advertisers adopting conversational formats must adapt creative strategies to accommodate dialogue-based interactions rather than one-way messaging approaches.

The mid-funnel positioning suggests EchoAI addresses specific challenges in customer journey optimization where traditional advertising formats may lack engagement depth. Conversational capabilities enable exploration of customer needs and preferences that static or linear video content cannot accommodate.

Timeline

• July 23, 2025: Dailymotion announces EchoAI conversational ad format launch with open beta availability across all operating markets
• July 15, 2025: IAB releases report showing 86% of buyers using AI for video ads with CTV inventory becoming 47% biddable
• July 2, 2025: Microsoft details how generative AI transforms search behavior through conversational interfaces
• June 29, 2025: Amazon Video Generator gains advanced AI motion capabilities for high-action product demonstrations
• June 15, 2025: DoubleVerify launches AI-powered solution for video advertising optimization in walled garden environments
• June 8, 2025: Microsoft reveals AI marketing transformation showing transition from queries to conversations
• May 22, 2025: Google announces expansive AI advertising features at Marketing Live conference
• May 14, 2025: Microsoft announces Xandr DSP discontinuation citing incompatibility with conversational advertising futures
• May 1, 2025: Google begins placing ads in AI chatbot conversations through AdSense network expansion

Key Terms Explained

Conversational AI: Artificial intelligence systems designed to engage in natural language dialogue with users through text or voice interfaces. These technologies utilize large language models and natural language processing to understand context, intent, and nuance in human communication. In advertising applications, conversational AI enables brands to move beyond static messaging toward dynamic, personalized interactions that can address specific customer questions, provide product recommendations, and guide users through decision-making processes in real-time.

Mid-funnel Strategy: Marketing approach that targets consumers in the consideration phase of the customer journey, positioned between initial awareness and final purchase decision. Mid-funnel tactics focus on nurturing prospects who have demonstrated interest but require additional information, social proof, or personalized guidance to move toward conversion. This strategy becomes particularly relevant in conversational advertising where brands can address specific concerns, compare products, and provide detailed information that helps consumers evaluate options.

Real-time Dialogue: Interactive communication that occurs instantaneously between users and AI systems without delays or batch processing. In advertising contexts, real-time dialogue enables immediate responses to user inquiries, dynamic content adaptation based on conversation flow, and personalized experiences that evolve throughout the interaction. This capability distinguishes conversational advertising from traditional formats by allowing genuine two-way communication rather than predetermined message delivery.

Brand-safe Experience: Advertising environment where brand messaging, content, and interactions maintain consistency with company values while avoiding potentially harmful or inappropriate contexts. Brand safety in conversational AI requires careful training on company-approved content, implementation of response guidelines, and monitoring systems to prevent off-brand communications. This becomes critical as AI systems generate responses autonomously, requiring robust controls to maintain brand integrity across all user interactions.

Multimodal Analysis: Technology approach that processes and integrates multiple types of data inputs simultaneously, including text, voice, images, and behavioral signals. In advertising applications, multimodal analysis enables more sophisticated understanding of user intent and context by combining verbal queries with visual cues, interaction patterns, and historical behavior. This comprehensive data processing improves response relevance and personalization capabilities in conversational advertising systems.

Cookieless World: Digital advertising environment where traditional third-party cookies are no longer available for tracking user behavior across websites. This shift requires new approaches to audience targeting, personalization, and measurement that rely on first-party data, contextual signals, and privacy-compliant technologies. Conversational advertising provides alternative engagement methods that can gather user preferences and intent directly through dialogue rather than behavioral tracking.

Video Advertising Format: Specific technical configuration and creative structure used to deliver video content across different platforms and devices. Modern video advertising formats must accommodate various aspect ratios, screen sizes, interactive elements, and engagement mechanisms. Conversational video formats represent evolution beyond traditional linear video by incorporating dialogue capabilities, response mechanisms, and dynamic content adaptation based on user interactions.

AI Engine Training: Process of developing artificial intelligence systems using specific datasets, content, and parameters to achieve desired performance characteristics. In advertising applications, AI engine training involves processing company-specific content including websites, documentation, product information, and brand guidelines to ensure responses align with business objectives. Proper training ensures conversational AI systems can accurately represent brand voice while providing helpful, relevant information to users.

Consumer Intent: User motivation, goals, and desired outcomes that drive search behavior, content consumption, and purchasing decisions. Understanding consumer intent enables more effective advertising targeting and content personalization. Conversational AI systems can identify and adapt to consumer intent through dialogue analysis, allowing dynamic response adjustment and more relevant advertising experiences compared to static targeting approaches.

Performance Measurement: Systematic evaluation of advertising campaign effectiveness using quantitative and qualitative metrics to assess return on investment and strategic objectives. Traditional performance measurement focuses on impressions, clicks, and conversions, while conversational advertising requires new metrics including dialogue completion rates, engagement depth, conversation quality scores, and intent progression tracking. These evolved measurement approaches help advertisers understand the value and effectiveness of conversational engagement strategies.

Summary

Who: Dailymotion Advertising launched EchoAI with leadership from Chief Marketing Officer Hamza Kourimate and Head of Creative Studio Luis Ryder, targeting pioneering brands seeking conversational engagement strategies.

What: EchoAI represents a conversational ad format combining AI engine trained on advertiser proprietary content with creative experiences, enabling real-time dialogue within video ads across all screens including desktop, mobile, tablet, and connected TV.

When: The announcement occurred on July 23, 2025, with immediate open beta availability across all Dailymotion Advertising operating markets supporting more than 20 languages.

Where: EchoAI operates globally through Dailymotion Advertising's platform, available across all markets where the company provides video marketing services with support for diverse linguistic and cultural contexts.

Why: The format addresses brand needs to move beyond traditional broadcasting toward genuine conversational engagement, leveraging generative AI capabilities to build personalized relationships at scale while creating new mid-funnel marketing opportunities that bridge interest and consideration phases.