Ryff shows off its AI-based virtual product platform Spheera.
Ryff shows off its AI-based virtual product platform Spheera.
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Ryff unveils Spheera AI virtual product placement platform

Ryff created a way to insert digital product placements into TV shows and commercials. And now it’s using AI on a platform called Spheera to automatically insert products from big brands into existing shows.

The creator of VPP (Virtual Product Placement), said it will reveal how it is dramatically changing advertising to a select group of entertainment industry leaders at BAFTA’s prestigious building in Piccadilly, London. (You can register for the event here).

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.