Page 48 - The Indian Optician Digital Edition May-June 2023

OPIUM EYEWEAR

CAMPAIGN FEATURES

AI MODELS

he Opium brand from Eternity Lifestyles, Mumbai, has become the first Indian brand to use
AI models. Its latest product line, Opium for Every1, uses AI models to generate eye-catching
Tcharacters for every personality. The concept was envisaged around this fast-evolving
technology to create one-of-a-kind, individualised faces that correspond to the company’s target
audience and campaign messaging.

Opium Eyewear questions “why fit in when you were born to stand out?” with each eyewear design.
The aim was to develop and adapt to today’s emerging technology by utilising AI models. “We
decided to use AI to develop a unique campaign that recognises the value of self-expression and
breaks away from the traditional approach of featuring real people or celebrities,” says Ronak Sheth,
co-founder of Opium, part of Eternity Lifestyles, distributors of luxury brands.

Mr Ronak Sheth, co-founder explains that the personalities were created by gathering vast
amounts of facial data to train the machine learning algorithms and generate realistic, diverse
human-like faces. “We were able to experiment with different features, skin tones, and expressions
thanks to AI models, which gave us greater creative freedom.”

44 | THE INDIAN OPTICIAN | MAY-JUNE 2023 REPORT