Idomoo, a video personalisation company, has unveiled Strata, a foundation model that generates layered video outputs, challenging the limitations of existing diffusion-based video generators.
In an industry where most AI video models produce a flat file, Idomoo’s Strata aims to revolutionise the process by allowing users to create separate, editable layers for text, animation, footage, and actors. This innovation addresses a significant constraint in AI video production, which has traditionally kept such technology at a distance from professional workflows that rely on layered compositions.
Standard AI video generation currently involves rendering a single tensor where all elements are merged into one immutable file. As Danny Kalish, Idomoo’s co-founder and CTO, explains, existing models generate pixels without preserving the structural integrity of individual elements. This makes adjustments to fonts, animations, or backgrounds nearly impossible without starting from scratch.
Strata, however, introduces a new paradigm. It generates a “production-ready video blueprint” that maintains the independence of textual, graphical, and audio elements while allowing simultaneous adjustments to placement, contrast, movement, timing, and pacing. This level of flexibility mirrors the workflow of traditional video editing software like Adobe After Effects.
At the core of Strata’s capabilities lies Idomoo’s AI video agent, Lucas, which operates atop the company’s Next Generation Video Platform. Lucas is equipped with a feature called Brand DNA, which analyses and extracts design and narrative elements from a company’s approved content. Strata then applies these specifications to each video it generates, ensuring adherence to brand guidelines in typography, motion cues, colour values, and tone of voice.
The shift from template-based generation to custom blueprints is significant, as Idomoo argues that the rigid structures of traditional AI-generated templates often lead to a visual compromise. By allowing for a more nuanced design approach, Strata aims to elevate the quality of personalised video outputs.
The personalisation capabilities of Strata are also enhanced by its layered output structure. Individual data fields such as names, account details, and product images can be integrated directly into specific layers of the video in real time. This feature is central to Idomoo’s business model, which counts major clients like JPMorgan Chase, Verizon, and American Airlines among its users, generating personalised videos for customer engagement, onboarding, and marketing.
Idomoo is proceeding cautiously with the rollout of Strata. An early access version is currently being tested by select large clients, though the company has not disclosed which customers are involved or what benchmarks have been set for quality comparison against existing diffusion models. The claim of being the “first foundation model purpose-built for layered video” remains a self-assessment, pending independent evaluation. Notably, Idomoo’s previous platform documentation indicated reliance on off-the-shelf AI models, marking a significant transition to developing proprietary technology.
Founded in 2007 by Yaron Kalish, Danny Kalish, and Assaf Fogel, the Ra’anana-based company has accumulated $27 million in funding, including $9 million in a Series A round in 2013 and $18 million in a Series B round in 2019. With nearly two decades of experience in personalised video for enterprise clients, Idomoo possesses a wealth of structured video production data that may enhance Strata’s effectiveness.
As Idomoo continues to refine its offerings, the video personalisation landscape may be on the cusp of a significant transformation. The success of Strata could redefine how businesses approach video content creation, moving from a model of constraints to one of creative freedom and adaptability.
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