Daily Papers

Understanding information from visually rich documents remains a significant challenge for traditional Retrieval-Augmented Generation (RAG) methods. Existing benchmarks predominantly focus on image-based question answering (QA), overlooking the fundamental challenges of efficient retrieval, comprehension, and reasoning within dense visual documents. To bridge this gap, we introduce ViDoSeek, a novel dataset designed to evaluate RAG performance on visually rich documents requiring complex reasoning. Based on it, we identify key limitations in current RAG approaches: (i) purely visual retrieval methods struggle to effectively integrate both textual and visual features, and (ii) previous approaches often allocate insufficient reasoning tokens, limiting their effectiveness. To address these challenges, we propose ViDoRAG, a novel multi-agent RAG framework tailored for complex reasoning across visual documents. ViDoRAG employs a Gaussian Mixture Model (GMM)-based hybrid strategy to effectively handle multi-modal retrieval. To further elicit the model's reasoning capabilities, we introduce an iterative agent workflow incorporating exploration, summarization, and reflection, providing a framework for investigating test-time scaling in RAG domains. Extensive experiments on ViDoSeek validate the effectiveness and generalization of our approach. Notably, ViDoRAG outperforms existing methods by over 10% on the competitive ViDoSeek benchmark.

Retrieval-Augmented Generation (RAG) is a powerful strategy to address the issue of generating factually incorrect outputs in foundation models by retrieving external knowledge relevant to queries and incorporating it into their generation process. However, existing RAG approaches have primarily focused on textual information, with some recent advancements beginning to consider images, and they largely overlook videos, a rich source of multimodal knowledge capable of representing events, processes, and contextual details more effectively than any other modality. While a few recent studies explore the integration of videos in the response generation process, they either predefine query-associated videos without retrieving them according to queries, or convert videos into the textual descriptions without harnessing their multimodal richness. To tackle these, we introduce VideoRAG, a novel framework that not only dynamically retrieves relevant videos based on their relevance with queries but also utilizes both visual and textual information of videos in the output generation. Further, to operationalize this, our method revolves around the recent advance of Large Video Language Models (LVLMs), which enable the direct processing of video content to represent it for retrieval and seamless integration of the retrieved videos jointly with queries. We experimentally validate the effectiveness of VideoRAG, showcasing that it is superior to relevant baselines.

While Rotary Position Embedding (RoPE) and its variants are widely adopted for their long-context capabilities, the extension of the 1D RoPE to video, with its complex spatio-temporal structure, remains an open challenge. This work first introduces a comprehensive analysis that identifies four key characteristics essential for the effective adaptation of RoPE to video, which have not been fully considered in prior work. As part of our analysis, we introduce a challenging V-NIAH-D (Visual Needle-In-A-Haystack with Distractors) task, which adds periodic distractors into V-NIAH. The V-NIAH-D task demonstrates that previous RoPE variants, lacking appropriate temporal dimension allocation, are easily misled by distractors. Based on our analysis, we introduce VideoRoPE, with a 3D structure designed to preserve spatio-temporal relationships. VideoRoPE features low-frequency temporal allocation to mitigate periodic oscillations, a diagonal layout to maintain spatial symmetry, and adjustable temporal spacing to decouple temporal and spatial indexing. VideoRoPE consistently surpasses previous RoPE variants, across diverse downstream tasks such as long video retrieval, video understanding, and video hallucination. Our code will be available at https://github.com/Wiselnn570/VideoRoPE{https://github.com/Wiselnn570/VideoRoPE}.

Video Large Language Models (Video LLMs) have recently exhibited remarkable capabilities in general video understanding. However, they mainly focus on holistic comprehension and struggle with capturing fine-grained spatial and temporal details. Besides, the lack of high-quality object-level video instruction data and a comprehensive benchmark further hinders their advancements. To tackle these challenges, we introduce the VideoRefer Suite to empower Video LLM for finer-level spatial-temporal video understanding, i.e., enabling perception and reasoning on any objects throughout the video. Specially, we thoroughly develop VideoRefer Suite across three essential aspects: dataset, model, and benchmark. Firstly, we introduce a multi-agent data engine to meticulously curate a large-scale, high-quality object-level video instruction dataset, termed VideoRefer-700K. Next, we present the VideoRefer model, which equips a versatile spatial-temporal object encoder to capture precise regional and sequential representations. Finally, we meticulously create a VideoRefer-Bench to comprehensively assess the spatial-temporal understanding capability of a Video LLM, evaluating it across various aspects. Extensive experiments and analyses demonstrate that our VideoRefer model not only achieves promising performance on video referring benchmarks but also facilitates general video understanding capabilities.

The arrival of Sora marks a new era for text-to-video diffusion models, bringing significant advancements in video generation and potential applications. However, Sora, as well as other text-to-video diffusion models, highly relies on the prompts, and there is no publicly available dataset featuring a study of text-to-video prompts. In this paper, we introduce VidProM, the first large-scale dataset comprising 1.67 million unique text-to-video prompts from real users. Additionally, the dataset includes 6.69 million videos generated by four state-of-the-art diffusion models and some related data. We initially demonstrate the curation of this large-scale dataset, which is a time-consuming and costly process. Subsequently, we show how the proposed VidProM differs from DiffusionDB, a large-scale prompt-gallery dataset for image generation. Based on the analysis of these prompts, we identify the necessity for a new prompt dataset specifically designed for text-to-video generation and gain insights into the preferences of real users when creating videos. Our large-scale and diverse dataset also inspires many exciting new research areas. For instance, to develop better, more efficient, and safer text-to-video diffusion models, we suggest exploring text-to-video prompt engineering, efficient video generation, and video copy detection for diffusion models. We make the collected dataset VidProM publicly available at GitHub and Hugging Face under the CC-BY- NC 4.0 License.

While large-scale robotic systems typically rely on textual instructions for tasks, this work explores a different approach: can robots infer the task directly from observing humans? This shift necessitates the robot's ability to decode human intent and translate it into executable actions within its physical constraints and environment. We introduce Vid2Robot, a novel end-to-end video-based learning framework for robots. Given a video demonstration of a manipulation task and current visual observations, Vid2Robot directly produces robot actions. This is achieved through a unified representation model trained on a large dataset of human video and robot trajectory. The model leverages cross-attention mechanisms to fuse prompt video features to the robot's current state and generate appropriate actions that mimic the observed task. To further improve policy performance, we propose auxiliary contrastive losses that enhance the alignment between human and robot video representations. We evaluate Vid2Robot on real-world robots, demonstrating a 20% improvement in performance compared to other video-conditioned policies when using human demonstration videos. Additionally, our model exhibits emergent capabilities, such as successfully transferring observed motions from one object to another, and long-horizon composition, thus showcasing its potential for real-world applications. Project website: vid2robot.github.io

By combining natural language understanding and the generation capabilities and breadth of knowledge of large language models with image perception, recent large vision language models (LVLMs) have shown unprecedented reasoning capabilities in the real world. However, the generated text often suffers from inaccurate grounding in the visual input, resulting in errors such as hallucinating nonexistent scene elements, missing significant parts of the scene, and inferring incorrect attributes and relationships between objects. To address these issues, we introduce a novel framework, ViGoR (Visual Grounding Through Fine-Grained Reward Modeling) that utilizes fine-grained reward modeling to significantly enhance the visual grounding of LVLMs over pre-trained baselines. This improvement is efficiently achieved using much cheaper human evaluations instead of full supervisions, as well as automated methods. We show the effectiveness of our approach through numerous metrics on several benchmarks. Additionally, we construct a comprehensive and challenging dataset specifically designed to validate the visual grounding capabilities of LVLMs. Finally, we plan to release our human annotation comprising approximately 16,000 images and generated text pairs with fine-grained evaluations to contribute to related research in the community.

Recent image-to-video generation methods have demonstrated success in enabling control over one or two visual elements, such as camera trajectory or object motion. However, these methods are unable to offer control over multiple visual elements due to limitations in data and network efficacy. In this paper, we introduce VidCRAFT3, a novel framework for precise image-to-video generation that enables control over camera motion, object motion, and lighting direction simultaneously. To better decouple control over each visual element, we propose the Spatial Triple-Attention Transformer, which integrates lighting direction, text, and image in a symmetric way. Since most real-world video datasets lack lighting annotations, we construct a high-quality synthetic video dataset, the VideoLightingDirection (VLD) dataset. This dataset includes lighting direction annotations and objects of diverse appearance, enabling VidCRAFT3 to effectively handle strong light transmission and reflection effects. Additionally, we propose a three-stage training strategy that eliminates the need for training data annotated with multiple visual elements (camera motion, object motion, and lighting direction) simultaneously. Extensive experiments on benchmark datasets demonstrate the efficacy of VidCRAFT3 in producing high-quality video content, surpassing existing state-of-the-art methods in terms of control granularity and visual coherence. All code and data will be publicly available. Project page: https://sixiaozheng.github.io/VidCRAFT3/.

Recent text-to-video (T2V) diffusion models have demonstrated impressive generation capabilities across various domains. However, these models often generate videos that have misalignments with text prompts, especially when the prompts describe complex scenes with multiple objects and attributes. To address this, we introduce VideoRepair, a novel model-agnostic, training-free video refinement framework that automatically identifies fine-grained text-video misalignments and generates explicit spatial and textual feedback, enabling a T2V diffusion model to perform targeted, localized refinements. VideoRepair consists of four stages: In (1) video evaluation, we detect misalignments by generating fine-grained evaluation questions and answering those questions with MLLM. In (2) refinement planning, we identify accurately generated objects and then create localized prompts to refine other areas in the video. Next, in (3) region decomposition, we segment the correctly generated area using a combined grounding module. We regenerate the video by adjusting the misaligned regions while preserving the correct regions in (4) localized refinement. On two popular video generation benchmarks (EvalCrafter and T2V-CompBench), VideoRepair substantially outperforms recent baselines across various text-video alignment metrics. We provide a comprehensive analysis of VideoRepair components and qualitative examples.

Neural Radiance Fields (NeRFs) excel in photorealistically rendering static scenes. However, rendering dynamic, long-duration radiance fields on ubiquitous devices remains challenging, due to data storage and computational constraints. In this paper, we introduce VideoRF, the first approach to enable real-time streaming and rendering of dynamic radiance fields on mobile platforms. At the core is a serialized 2D feature image stream representing the 4D radiance field all in one. We introduce a tailored training scheme directly applied to this 2D domain to impose the temporal and spatial redundancy of the feature image stream. By leveraging the redundancy, we show that the feature image stream can be efficiently compressed by 2D video codecs, which allows us to exploit video hardware accelerators to achieve real-time decoding. On the other hand, based on the feature image stream, we propose a novel rendering pipeline for VideoRF, which has specialized space mappings to query radiance properties efficiently. Paired with a deferred shading model, VideoRF has the capability of real-time rendering on mobile devices thanks to its efficiency. We have developed a real-time interactive player that enables online streaming and rendering of dynamic scenes, offering a seamless and immersive free-viewpoint experience across a range of devices, from desktops to mobile phones.

In our work, we explore the synergistic capabilities of pre-trained vision-and-language models (VLMs) and large language models (LLMs) for visual commonsense reasoning (VCR). We categorize the problem of VCR into visual commonsense understanding (VCU) and visual commonsense inference (VCI). For VCU, which involves perceiving the literal visual content, pre-trained VLMs exhibit strong cross-dataset generalization. On the other hand, in VCI, where the goal is to infer conclusions beyond image content, VLMs face difficulties. We find that a baseline where VLMs provide perception results (image captions) to LLMs leads to improved performance on VCI. However, we identify a challenge with VLMs' passive perception, which often misses crucial context information, leading to incorrect or uncertain reasoning by LLMs. To mitigate this issue, we suggest a collaborative approach where LLMs, when uncertain about their reasoning, actively direct VLMs to concentrate on and gather relevant visual elements to support potential commonsense inferences. In our method, named ViCor, pre-trained LLMs serve as problem classifiers to analyze the problem category, VLM commanders to leverage VLMs differently based on the problem classification, and visual commonsense reasoners to answer the question. VLMs will perform visual recognition and understanding. We evaluate our framework on two VCR benchmark datasets and outperform all other methods that do not require in-domain supervised fine-tuning.

We present VideoReTalking, a new system to edit the faces of a real-world talking head video according to input audio, producing a high-quality and lip-syncing output video even with a different emotion. Our system disentangles this objective into three sequential tasks: (1) face video generation with a canonical expression; (2) audio-driven lip-sync; and (3) face enhancement for improving photo-realism. Given a talking-head video, we first modify the expression of each frame according to the same expression template using the expression editing network, resulting in a video with the canonical expression. This video, together with the given audio, is then fed into the lip-sync network to generate a lip-syncing video. Finally, we improve the photo-realism of the synthesized faces through an identity-aware face enhancement network and post-processing. We use learning-based approaches for all three steps and all our modules can be tackled in a sequential pipeline without any user intervention. Furthermore, our system is a generic approach that does not need to be retrained to a specific person. Evaluations on two widely-used datasets and in-the-wild examples demonstrate the superiority of our framework over other state-of-the-art methods in terms of lip-sync accuracy and visual quality.

Retrieval-Augmented Generation (RAG) has demonstrated remarkable success in enhancing Large Language Models (LLMs) through external knowledge integration, yet its application has primarily focused on textual content, leaving the rich domain of multi-modal video knowledge predominantly unexplored. This paper introduces VideoRAG, the first retrieval-augmented generation framework specifically designed for processing and understanding extremely long-context videos. Our core innovation lies in its dual-channel architecture that seamlessly integrates (i) graph-based textual knowledge grounding for capturing cross-video semantic relationships, and (ii) multi-modal context encoding for efficiently preserving visual features. This novel design empowers VideoRAG to process unlimited-length videos by constructing precise knowledge graphs that span multiple videos while maintaining semantic dependencies through specialized multi-modal retrieval paradigms. Through comprehensive empirical evaluation on our proposed LongerVideos benchmark-comprising over 160 videos totaling 134+ hours across lecture, documentary, and entertainment categories-VideoRAG demonstrates substantial performance compared to existing RAG alternatives and long video understanding methods. The source code of VideoRAG implementation and the benchmark dataset are openly available at: https://github.com/HKUDS/VideoRAG.

Object removal, as a sub-task of image inpainting, has garnered significant attention in recent years. Existing datasets related to object removal serve a valuable foundation for model validation and optimization. However, they mainly rely on inpainting techniques to generate pseudo-removed results, leading to distribution gaps between synthetic and real-world data. While some real-world datasets mitigate these issues, they face challenges such as limited scalability, high annotation costs, and unrealistic representations of lighting and shadows. To address these limitations, we propose a novel video-based annotation pipeline for constructing a realistic illumination-aware object removal dataset. Leveraging this pipeline, we introduce VDOR, a dataset specifically designed for object removal tasks, which comprises triplets of original frame images with objects, background images without objects, and corresponding masks. By leveraging continuous real-world video frames, we minimize distribution gaps and accurately capture realistic lighting and shadow variations, ensuring close alignment with real-world scenarios. Our approach significantly reduces annotation effort while providing a robust foundation for advancing object removal research.

Various stuff and things in visual data possess specific traits, which can be learned by deep neural networks and are implicitly represented as the visual prior, e.g., object location and shape, in the model. Such prior potentially impacts many vision tasks. For example, in conditional image synthesis, spatial conditions failing to adhere to the prior can result in visually inaccurate synthetic results. This work aims to explicitly learn the visual prior and enable the customization of sampling. Inspired by advances in language modeling, we propose to learn Visual prior via Generative Pre-Training, dubbed VisorGPT. By discretizing visual locations of objects, e.g., bounding boxes, human pose, and instance masks, into sequences, \our~can model visual prior through likelihood maximization. Besides, prompt engineering is investigated to unify various visual locations and enable customized sampling of sequential outputs from the learned prior. Experimental results demonstrate that \our~can effectively model the visual prior, which can be employed for many vision tasks, such as customizing accurate human pose for conditional image synthesis models like ControlNet. Code will be released at https://github.com/Sierkinhane/VisorGPT.

We propose a novel block for video modelling. It relies on a time-space-channel factorisation with dedicated blocks for each dimension: gated linear recurrent units (LRUs) perform information mixing over time, self-attention layers perform mixing over space, and MLPs over channels. The resulting architecture TRecViT performs well on sparse and dense tasks, trained in supervised or self-supervised regimes. Notably, our model is causal and outperforms or is on par with a pure attention model ViViT-L on large scale video datasets (SSv2, Kinetics400), while having 3times less parameters, 12times smaller memory footprint, and 5times lower FLOPs count. Code and checkpoints will be made available online at https://github.com/google-deepmind/trecvit.

Current methods for 3D scene reconstruction from sparse posed images employ intermediate 3D representations such as neural fields, voxel grids, or 3D Gaussians, to achieve multi-view consistent scene appearance and geometry. In this paper we introduce MVGD, a diffusion-based architecture capable of direct pixel-level generation of images and depth maps from novel viewpoints, given an arbitrary number of input views. Our method uses raymap conditioning to both augment visual features with spatial information from different viewpoints, as well as to guide the generation of images and depth maps from novel views. A key aspect of our approach is the multi-task generation of images and depth maps, using learnable task embeddings to guide the diffusion process towards specific modalities. We train this model on a collection of more than 60 million multi-view samples from publicly available datasets, and propose techniques to enable efficient and consistent learning in such diverse conditions. We also propose a novel strategy that enables the efficient training of larger models by incrementally fine-tuning smaller ones, with promising scaling behavior. Through extensive experiments, we report state-of-the-art results in multiple novel view synthesis benchmarks, as well as multi-view stereo and video depth estimation.

We propose a novel multimodal video benchmark - the Perception Test - to evaluate the perception and reasoning skills of pre-trained multimodal models (e.g. Flamingo, BEiT-3, or GPT-4). Compared to existing benchmarks that focus on computational tasks (e.g. classification, detection or tracking), the Perception Test focuses on skills (Memory, Abstraction, Physics, Semantics) and types of reasoning (descriptive, explanatory, predictive, counterfactual) across video, audio, and text modalities, to provide a comprehensive and efficient evaluation tool. The benchmark probes pre-trained models for their transfer capabilities, in a zero-shot / few-shot or limited finetuning regime. For these purposes, the Perception Test introduces 11.6k real-world videos, 23s average length, designed to show perceptually interesting situations, filmed by around 100 participants worldwide. The videos are densely annotated with six types of labels (multiple-choice and grounded video question-answers, object and point tracks, temporal action and sound segments), enabling both language and non-language evaluations. The fine-tuning and validation splits of the benchmark are publicly available (CC-BY license), in addition to a challenge server with a held-out test split. Human baseline results compared to state-of-the-art video QA models show a significant gap in performance (91.4% vs 43.6%), suggesting that there is significant room for improvement in multimodal video understanding. Dataset, baselines code, and challenge server are available at https://github.com/deepmind/perception_test

Recently, InPars introduced a method to efficiently use large language models (LLMs) in information retrieval tasks: via few-shot examples, an LLM is induced to generate relevant queries for documents. These synthetic query-document pairs can then be used to train a retriever. However, InPars and, more recently, Promptagator, rely on proprietary LLMs such as GPT-3 and FLAN to generate such datasets. In this work we introduce InPars-v2, a dataset generator that uses open-source LLMs and existing powerful rerankers to select synthetic query-document pairs for training. A simple BM25 retrieval pipeline followed by a monoT5 reranker finetuned on InPars-v2 data achieves new state-of-the-art results on the BEIR benchmark. To allow researchers to further improve our method, we open source the code, synthetic data, and finetuned models: https://github.com/zetaalphavector/inPars/tree/master/tpu

3D reconstruction from a single image is a long-standing problem in computer vision. Learning-based methods address its inherent scale ambiguity by leveraging increasingly large labeled and unlabeled datasets, to produce geometric priors capable of generating accurate predictions across domains. As a result, state of the art approaches show impressive performance in zero-shot relative and metric depth estimation. Recently, diffusion models have exhibited remarkable scalability and generalizable properties in their learned representations. However, because these models repurpose tools originally designed for image generation, they can only operate on dense ground-truth, which is not available for most depth labels, especially in real-world settings. In this paper we present GRIN, an efficient diffusion model designed to ingest sparse unstructured training data. We use image features with 3D geometric positional encodings to condition the diffusion process both globally and locally, generating depth predictions at a pixel-level. With comprehensive experiments across eight indoor and outdoor datasets, we show that GRIN establishes a new state of the art in zero-shot metric monocular depth estimation even when trained from scratch.

Monocular depth estimation is scale-ambiguous, and thus requires scale supervision to produce metric predictions. Even so, the resulting models will be geometry-specific, with learned scales that cannot be directly transferred across domains. Because of that, recent works focus instead on relative depth, eschewing scale in favor of improved up-to-scale zero-shot transfer. In this work we introduce ZeroDepth, a novel monocular depth estimation framework capable of predicting metric scale for arbitrary test images from different domains and camera parameters. This is achieved by (i) the use of input-level geometric embeddings that enable the network to learn a scale prior over objects; and (ii) decoupling the encoder and decoder stages, via a variational latent representation that is conditioned on single frame information. We evaluated ZeroDepth targeting both outdoor (KITTI, DDAD, nuScenes) and indoor (NYUv2) benchmarks, and achieved a new state-of-the-art in both settings using the same pre-trained model, outperforming methods that train on in-domain data and require test-time scaling to produce metric estimates.

Differentiable volumetric rendering is a powerful paradigm for 3D reconstruction and novel view synthesis. However, standard volume rendering approaches struggle with degenerate geometries in the case of limited viewpoint diversity, a common scenario in robotics applications. In this work, we propose to use the multi-view photometric objective from the self-supervised depth estimation literature as a geometric regularizer for volumetric rendering, significantly improving novel view synthesis without requiring additional information. Building upon this insight, we explore the explicit modeling of scene geometry using a generalist Transformer, jointly learning a radiance field as well as depth and light fields with a set of shared latent codes. We demonstrate that sharing geometric information across tasks is mutually beneficial, leading to improvements over single-task learning without an increase in network complexity. Our DeLiRa architecture achieves state-of-the-art results on the ScanNet benchmark, enabling high quality volumetric rendering as well as real-time novel view and depth synthesis in the limited viewpoint diversity setting.

Robust 2004 is an information retrieval benchmark whose large number of judgments per query make it a reliable evaluation dataset. In this paper, we present mRobust04, a multilingual version of Robust04 that was translated to 8 languages using Google Translate. We also provide results of three different multilingual retrievers on this dataset. The dataset is available at https://huggingface.co/datasets/unicamp-dl/mrobust

We propose real-time, six degrees of freedom (6DoF), 3D face pose estimation without face detection or landmark localization. We observe that estimating the 6DoF rigid transformation of a face is a simpler problem than facial landmark detection, often used for 3D face alignment. In addition, 6DoF offers more information than face bounding box labels. We leverage these observations to make multiple contributions: (a) We describe an easily trained, efficient, Faster R-CNN--based model which regresses 6DoF pose for all faces in the photo, without preliminary face detection. (b) We explain how pose is converted and kept consistent between the input photo and arbitrary crops created while training and evaluating our model. (c) Finally, we show how face poses can replace detection bounding box training labels. Tests on AFLW2000-3D and BIWI show that our method runs at real-time and outperforms state of the art (SotA) face pose estimators. Remarkably, our method also surpasses SotA models of comparable complexity on the WIDER FACE detection benchmark, despite not been optimized on bounding box labels.

In the realm of artificial intelligence, where a vast majority of data is unstructured, obtaining substantial amounts of labeled data to train supervised machine learning models poses a significant challenge. To address this, we delve into few-shot and active learning, where are goal is to improve AI models with human feedback on a few labeled examples. This paper focuses on understanding how a continuous feedback loop can refine models, thereby enhancing their accuracy, recall, and precision through incremental human input. By employing Large Language Models (LLMs) such as GPT-3.5, BERT, and SetFit, we aim to analyze the efficacy of using a limited number of labeled examples to substantially improve model accuracy. We benchmark this approach on the Financial Phrasebank, Banking, Craigslist, Trec, Amazon Reviews datasets to prove that with just a few labeled examples, we are able to surpass the accuracy of zero shot large language models to provide enhanced text classification performance. We demonstrate that rather than needing to manually label millions of rows of data, we just need to label a few and the model can effectively predict the rest.

This paper delves into the transformative power of Generative AI-driven storytelling in the realm of marketing. Generative AI, distinct from traditional machine learning, offers the capability to craft narratives that resonate with consumers on a deeply personal level. Through real-world examples from industry leaders like Google, Netflix and Stitch Fix, we elucidate how this technology shapes marketing strategies, personalizes consumer experiences, and navigates the challenges it presents. The paper also explores future directions and recommendations for generative AI-driven storytelling, including prospective applications such as real-time personalized storytelling, immersive storytelling experiences, and social media storytelling. By shedding light on the potential and impact of generative AI-driven storytelling in marketing, this paper contributes to the understanding of this cutting-edge approach and its transformative power in the field of marketing.