Bring back your dead: MyHeritage uses D-ID’s deep learning to ‘resurrect’ relatives

We’ve all heard of breathing new life into an old campaign, but ancestry-tracing platform MyHeritage is taking it a step further, in a very measurable and shareable way.

Bring back your dead: MyHeritage uses D-ID’s deep learning to ‘resurrect’ relatives

The MyHeritage platform is designed to help users trace out and grow their family tree, or investigate more deeply into their global history using DNA samples. However, a new feature looks set to bring their offer into more and more households, by making the company go viral - again.

LiveStory is the successor to Deep Nostalgia, last year’s hit feature, which saw the MyHeritage app hit the top slot in over 30 countries, creating nearly 100 million animations so far. Where the original could simply animate still photographs you uploaded of your antecedents, LiveStory goes a step or two further.

Not only can the new feature tell your ancestor’s story by converting text on your family tree to speech, the freemium feature will actually lip-sync the animation so it looks and sounds as though they are telling you their own story from beyond the grave. What’s more, this can be automatically intercut with further illustration of the story from the timeline.

All of which is designed to ensure enthusiastic users can’t wait to share their new creations with others in their immediate circle, and beyond.

For example, check out Malcolm sharing a LiveStory of his late brother Alan and father David. Or Daniel helping his grandfather bring his story back to life.

According to Founder and CEO of MyHeritage Gilad Japhet: “LiveStory takes storytelling to the next level… Genealogy is all about telling and preserving our family stories. We keep showing the world how fun and compelling genealogy can be.”

While MyHeritage’s LiveStory is a fun and very shareable (if, perhaps, a touch creepy?) way of generating interest in the company’s offer, deepfakes are now becoming more and more prevalent on the internet (and difficult to spot). With it becoming ever easier and more affordable for marketers to get on board with this kind of technology, it seems clear that further (and perhaps more ethically challenging) adaptations are just round the corner. But for now, it looks as though the reinvigorating past might be the future.


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