Videos remain a major communication draw for companies of all sizes, but many designers struggle with unwieldy video creation platforms that fall short of what’s needed. Keeping up with changing trends every day makes it harder to keep pushing content. This AI expert is solving this problem by creating an artificial intelligence (AI) video design “co-pilot.”
Purvanshi Mehta is the founder of Lica World, also known simply as Lica, a platform that uses a unique AI system to give users a designer assistant at every step of the video production process. That compares favorably to other creation tools with cumbersome user interfaces that result in lengthy development times and only use AI at the backend with minimal benefits.
“I wanted to build something fundamentally different and useful,” says Mehta, whose deep knowledge of technology includes an almost three-year role at Microsoft, finding state-of-the-art solutions to digital challenges. “Until now, it took a village to create a good-looking video because graphic design tools are extremely painful and hard to use with 1000s of buttons. I wanted to make a ‘software for you’ that ends the need for lengthy onboarding.”
Mehta’s goal with Lica is to create videos for product teams for feature demos, social media, blogs, demos, sales, and more at up to four times the speed and half the cost of existing platforms. “My background in multimodal learning and training foundational AI creates the magic of Lica,” she says.
Lica World’s multimodal graphic design model provides teams with control and usability by seamlessly integrating and editing various media types precisely how marketers create videos manually. These are specialized capabilities that models like GPT and Claude lack. GPT and Claude thrive when it comes to their text or image generation capabilities (copywriting, research, etc.), but they lack basic design and aesthetic sense. Giving the user the highest level of control on editing, where they can drag and drop things around after the first draft by AI and not just keep on prompting on something fundamentally wrong till you get the perfect layout out, is fundamental to what Mehta has built.
That streamlined and straightforward approach promises to be a boon for content creators at a time when more than 80 percent of internet traffic revolves around videos.
To further streamline the production process, Lica provides creators with an extensive range of AI assistance for any project they might be able to think up, including AI-generated templates, voice-over and cloning, a content library, brand compliance, and closed captions.
The in-house technology that Mehta’s team has developed also offers a suite of other highly sought-after uses, such as an AI assistant that can respond to requests to modify any video that the platform generates, such as adding animations or changing a color scheme. “It simplifies the process for non-experts, making video creation as easy as sending a text,” says Mehta.
“In a world where tech can often be inaccessible, I’m committed to leveling the playing field. Lica empowers creators of all levels, making professional-grade tools accessible to everyone, and that can have a huge benefit for diverse communities around the world,” she adds.
Founded in November 2023, the concept for Lica came to Mehta after years of work in technology in her native country of India, as well as in Germany, Sweden, and the United States. “In India, I played badminton at the national level, a male-dominated sport. These experiences shaped my desire to break stereotypes — something that has stayed with me my entire life,” explains Mehta. “That includes breaking the mold in using technology for design.”
It’s through that focused work that Mehta came to her goal of wanting to ensure that tech tools are user-friendly, affordable, and open to creators from all backgrounds. And it’s a timely goal, given the increasing focus on MSN and elsewhere on how AI will affect video workflows.
“I saw a gap in the tools available to digital creators and developed a solution that enhances their efficiency and creativity,” says Mehta. “This tech-savvy approach is transforming how creators engage with audiences, helping them achieve more with less effort.”
She continues, “Technology is only as powerful as the problems it solves. Lica is tackling the biggest challenges facing today’s content creators and driving the industry forward.”
Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.
