The birth of mass-customized communication

The concept of “mass customization” was first introduced by Stan Davis some 30 years ago. It has later been defined as “the process of delivering market goods and services modified to match many specific customers needs”. Or, in everyday language: producing individually optimized communication at mass marketing cost.

Over the years the idea has occasionally been applied to manufacturing as well as marketing. But what about mass-customized sales and marketing communication? 

The most striking example is Phyron’s software solution for mass-customized video presentations of new and used cars and other vehicles. The videos are ready for use on the retailers’ websites, online ads and social media, and of course in the physical showrooms as well.

Eliminates slow and costly video production

Video is universally recognized as the second-best of all presentation forms, second only to a real-life, face-to-face dialogue. Why? Because moving pictures can be more life-like, and can catch and keep the viewers’ attention longer. According to research it also tends to be remembered better than text or still pictures. 

So, what’s the catch?

Video production is known to be complex and time-consuming, and therefore costly. And totally impossible when you want to present and sell large numbers of products, each one with different features and USPs.


Thousands of unique car videos produced automatically in real-time

In 2019 a Swedish company, Phyron, pre-launched a software solution to produce huge numbers of high-quality product presentations in real-time. Artificial Intelligence (AI) is applied to optimize existing images and turn all components into attractive video presentations highlighting the most important selling points for each individual car. 

For a major multi-brand dealership the number of models, versions and accessories of new cars in stock is staggering. And don’t even mention used (pre-owned) cars from earlier model years.

After less than two years the Phyron solution is used by leading car retailers and marketplaces around Europe. 

And their customers have viewed mass-customized car sales videos 150 million times (April 2021).

See what Phyron can do for you, book a demo!


Never mind the advanced technology. To fully recognise the power of Phyron in your marketing strategy you’ve got to see it with your own eyes.