Avataar debuts Velocity, an AI tool that generates product videos based on a product link, and says HP, Victoria's Secret, Lowe's, and others are using the tool
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Context & Ripple Effects
Avataar previously focused on 3D product renditions for e-commerce and DTC brands, including at the time of its $45M Series B. Velocity extends that product-visualization work into video generation from a product link.
The launch arrives as Amazon has already put AI video generation in advertisers’ hands and previously offered AI-generated product scenes. Avataar is therefore competing in an increasingly workflow-specific market for commerce creative rather than introducing video AI in isolation.
First-order effects
- HP, Victoria’s Secret, Lowe’s and other stated users can turn product links into generated video assets, potentially shortening the path from catalog listing to video creative.
- Avataar broadens its offering from product visualization to a video-production workflow, giving it a more direct role in brands’ commerce-content operations.
Second-order effects
- Retailers and brands gain another option alongside marketplace-provided tools such as Amazon’s, increasing pressure on creative vendors to make asset generation faster and easier to connect to product catalogs.
- The competitive comparison shifts toward whether generated clips fit existing product data and publishing workflows, not simply whether a model can produce video.
Third-order effects
- If link-to-video tools are adopted broadly, product catalogs could become the primary input layer for a larger share of commerce creative, reducing the separation between merchandising data and marketing production.
- The category may consolidate around platforms with distribution or deeply embedded retail workflows; model quality alone may be insufficient to determine which tool becomes the default.
The trend: Commerce software is embedding generative media directly into catalog and advertising workflows, turning product data into reusable creative inputs.