Observed Signal · Jul 15, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Decart Launches Lucy 2.5 for Real-Time AI Video
Decart, an artificial intelligence research lab, has launched Lucy 2.5, the latest version of its generative AI video model, available via the Decart API. Lucy 2.5 introduces enhanced real-time video-to-video editing, a new VFX engine and the ability to add or remove objects in live video streams with improved accuracy and prompt adherence. The model supports sub-40 millisecond latency, enabling visual effects and precision product placement for livestreams, virtual try-ons, and hyper-personalized creator broadcasts. The release is positioned as a maturation of AI-enhanced video capabilities with clear applications for marketers, media companies and e-commerce experiences. (Published 2026-07-15.)
Significant technical release that advances real-time AI video capabilities relevant to marketers, creative teams and commerce use cases, but issued by a research lab rather than a dominant platform — notable but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Decart launched Lucy 2.5, the latest version of its Lucy generative AI video model.
- Lucy 2.5 is available through the Decart API.
- Lucy 2.5 adds a new VFX engine and supports adding/removing objects in live video with improved prompt adherence.
- Decart states Lucy 2.5 can operate with sub-40 millisecond latency.
- Lucy 2.5 enables real-time product placement, virtual try-ons, and hyper-personalized livestream variations for marketers and creators.
Connected Companies & Entities
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“Marketing Technology News:[MarTech Interview with Stephen Howard-Sarin, MD of Retail Media, Americas @ Criteo]...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Revolutionize Live Marketing with Decart's Lucy 2 AI!
Decart released Lucy 2, an open-source real-time video AI model that can generate and edit longform live streams via natural-language prompts. Lucy 2 processes incoming video with sub-second latency (benchmarks show <100 ms per frame), runs at 1080p/30fps, and ingests sources such as smartphone cameras, webcams or RTMP streams. The model uses diffusion pipelines optimized for temporal consistency and low latency, benefits from model distillation and Nvidia GPU optimizations, and is deployable on Amazon and Google cloud. Decart positions Lucy 2 for marketing use cases including live-streamed product placement, virtual try-ons, personalised inserts, and virtual brand ambassadors; its Delulu Stream tools are now powered by Lucy 2. Decart claims energy-efficiency optimisations will allow sustained real-time generation at about $3 per hour.
RecCloud Launches AI Video Recreation Feature
RecCloud announced the launch of Marketing Video Recreation, an AI-powered feature on its mobile app that helps e-commerce sellers and marketers generate new promotional videos by using an existing video as a reference. Users upload a 5–180 second reference video, add 1–7 product or model images, and submit natural-language prompts to specify edits (for example, swapping products). The tool analyzes pacing, camera movements, transitions and visual style, then produces a customizable new video with selectable aspect ratios (16:9, 9:16, 1:1, 4:3, 3:4), export resolutions (540p, 720p, 1080p) and audio options. The feature is positioned to reduce reshoots and editing time for seasonal campaigns, product launches and social advertising. The article was published July 6, 2026.
German consumers prefer AI advice over AI advertising
A new study by Criteo, based on commerce data from hundreds of CPG brands and a survey of over 6,300 consumers across six markets, reveals that ChatGPT is increasingly driving traffic to product pages, with its share of entries averaging 60% higher than traditional search engines from January to July. In July, 86% of these clients recorded at least one transaction mediated by ChatGPT. However, German consumers are hesitant about automated reordering, with 39% rejecting AI assistants for this task, compared to a 32% average across markets. A separate survey by Censuswide for Verve among 2,000 German adults found that about two-thirds are open to purchasing based on AI chatbot recommendations, especially for travel, food, and fashion. Yet, reactions to AI-generated ads are polarized: 35% lose trust in the brand, while about 19% view such ads more positively. Younger consumers (18-24) are more critical, with 45% losing trust, but 30% responding positively.
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