Decart's Lucy 2 makes live streams editable on the fly

Live AI video marketing, without post-production: Decart's Lucy 2

Decart's Lucy 2 brings real-time, prompt-based editing to live video. Think live streams you can reshape mid-broadcast-backgrounds, characters, scenery-without breaks or quality dips.

For marketers, that means faster creative cycles, lower production overhead, and new formats that respond to audience input as it happens. It's a direct path to higher engagement and more testable, shoppable content.

What Lucy 2 does differently

• Live editing from natural language prompts with sub-second responsiveness. Change style, swap backgrounds, insert objects, or transform a subject while the stream is running.
• Ingests video from a phone, webcam, or RTMP feed and processes it instantly.
• Runs at 1080p, 30 fps with <100 ms per frame latency, so there's no visible stutter.
• Diffusion pipeline optimized for temporal consistency, delivering coherent frames with fewer artefacts and flicker.
• Frame-by-frame continuous output with strong prompt adherence, so complex asks are executed accurately.
• Optimized for Nvidia GPUs and major clouds, with distillation and efficiency tweaks that keep costs down-about $3/hour for sustained real-time generation.

Decart positions Lucy 2 as a step-change for live media. The company's CEO called it the "GPT-3 moment for world models," pointing to new markets across live content, virtual try-on, gaming, and robotics.

Practical marketing plays you can run now

• Influencer collabs at broadcast speed: Use Decart's Delulu Stream to let creators on Twitch or TikTok respond to chat with live visual changes, character skins, or branded overlays. Trigger on-screen product demos the moment interest spikes. See Twitch guidelines before launch.
• Virtual brand ambassadors, 24/7: Create an always-on persona that hosts livestreams, demos features, and answers FAQs without fatigue. Keep a content calendar, brand voice doc, and clear disclosures about synthetic media.
• Virtual try-ons that move with the user: Show apparel, cosmetics, or furniture in motion and in context-walking through a park, in a bright kitchen, or at night-while preserving original lighting and realistic fabric behavior.
• Personalized product placement: Insert different SKUs or bundles for each viewer in the same live feed based on past browsing. A/B test offers without restarting the stream.
• Geo- and event-specific backdrops: "Replace the background with New York City" for a local drop. Switch to a stadium for a sports promo, timed to live moments.

Sample prompts to test

• "Replace the background with New York City at golden hour. Keep subject lighting unchanged."
• "Turn the host into a cel-shaded cartoon character while preserving lip sync and eye contact."
• "Add a red, blue, and green fire-breathing dragon behind the host without affecting the original lighting."
• "Insert our product box on the desk, matte surface, accurate shadows, scale to fit."
• "Swap the jacket for a black leather biker jacket; keep wrinkles and natural motion."

Why this matters more than standard text-to-video

Models like Google's Veo 3 and OpenAI's Sora 3 are strong at generation. Lucy 2's angle is live editing with strong temporal consistency and adherence to complex instructions-so you can test ideas in-session instead of waiting on renders.

That shortens creative feedback loops and pushes more of your experimentation into the live moment, where audience intent is visible and measurable.

Go-to-market checklist

• Define the job: Acquisition, product education, or commerce? Tie live edits to a measurable action.
• Select channels and formats: Twitch, TikTok, YouTube Live, or your site. Map stream length, cadence, and trigger moments for visual changes.
• Prep assets: Brand-safe 3D logos, style guides, product renders, and do/don't prompt rules.
• Wire the feed: Webcam/phone or RTMP from your studio encoder. Stress test latency and sync.
• Guardrails: Disclosure for synthetic media, consent for likeness use, content moderation, and platform terms.
• Analytics: Track watch time, chat velocity, CTR on in-stream CTAs, add-to-cart rate, and per-viewer variant lift.
• Budgeting: At ~$3/hour for real-time generation, model total cost by stream hours x channels x variants.

Creative ideas to pilot this quarter

• Shoppable live series: Weekly 30-minute show where the host walks through 3 use cases. Products appear contextually as the story changes.
• Audience-driven makeovers: Viewers vote on themes; the scene and outfit switch live as results update.
• Localized drops: Swap backgrounds and props per region while keeping one global feed, then measure per-market lift.
• Founder AMA with visual demos: Answer a question, then generate a live scene that illustrates the answer-no post needed.

Risks and how to manage them

• Brand safety: Pre-approve prompt templates and banlists. Use human oversight for high-traffic streams.
• Representation and likeness: Secure rights for faces and voices. Avoid sensitive contexts without explicit approval.
• Platform policies: Review disclosure and synthetic media rules on each platform before launch.
• Measurement noise: Run holdouts with static streams to isolate the impact of live edits on conversion.

Bottom line for marketers

Live video is shifting from "record, edit, publish" to "prompt, stream, iterate." If you move testing into the live moment, you lower costs, get faster feedback, and create content that feels alive.

Spin up a one-month pilot with one creator, two formats, and a clear sales or lead goal. Keep what moves the numbers, drop the rest, and scale variants, not headcount.

If you want structured training on AI video workflows and campaign design, explore our resources for marketers: AI tools for generative video and AI certification for marketing specialists.