I worked in news, commercials and now vfx. I imagine it’s probably a more automated way of doing what we’ve been manually doing forever. I’ve worked on major Hollywood films where we’ve added a certain car parked on the street behind the characters because a car company paid for it, or swapped out billboards/signage/buildings to focus on a sponsor.

If they prep the footage adequately when they shoot, scenes could be templated where as long as you format the input image consistently it just swaps them out seamlessly. This month it features MMs, next month it’s coke.