THE WHAT? AI start-up, Rembrand has closed an US$8 million seed round led by Greycroft and UTA Ventures with participation by L’Oréal’s BOLD venture capital fund, according to a report published by Ad Exchanger.

THE DETAILS The company has developed a technique to digitally insert a photo-realistic product image into an existing video via artificial intelligence, allowing product placement on organic content that has already been shot.

THE WHY? The investment will fund the expansion of Rembrand’s headcount to enable expansion, Ad Exchanger reports. The technology is designed to streamline protracted product placement negotiations and provide for seamless advertising in creator content, presumably piquing L’Oréal’s interest.