You can’t escape the proliferation of generative AI, so if you can’t beat it, you’re better off participating.
In two separate cases, that’s what actually happened, and it will continue to happen over the next few weeks and months.
First, all-digital marketing and media network BrandTech Group, which just acquired Jellyfish a few weeks ago. Acquired 100% of Pencil, a generative AI content maker and delivery SaaS platform. Both acquisitions have been intertwined in many ways over the last 10 months, and the news effectively gave BrandTech Group a one-two punch. The company declined to say how much it would pay for the Pencil acquisition. BrandTech Group founder and CEO David Jones jokingly said it was $1 trillion.
BrandTech has already launched the Pencil Pro, Jones explained. This is an enterprise-generated AI product designed for the world’s leading brands, he explained, as Pencil has historically worked primarily with small and medium-sized businesses (SMBs). The two companies began working on the Pencil Pro about six months ago.
BrandTech and Pencil have already been working together over the past few months, with two major brands Unilever and Bayer already signing deals.
Founded in 2018 by Will Hanschell and Sumukh Avadhani, Pencil bases its AI work on Open AI’s GPT family of large-scale language models, from which the company examines a brand’s purpose, assets, and preferences to create multiple Generate channel-ready ads and copy. Unlike what most humans at agencies can do, Pencil also provides a predicted success rate for each iteration of creatives it creates.
“We believe that all marketing can be done better, faster and cheaper by leveraging technology. And obviously AI and generative AI have only enhanced that,” he said. Jones, who first met the Pencil team about four years ago, said.
Hanschel said Pencil Pro’s mission is much the same as the core Pencil product, given that big brands often want the same things small businesses do: speed, efficiency and low cost. He said that given the growing number of rules that big brands have to follow, pros should do more to provide more control and tighter safety guidelines. added. “It’s not just the technology side, it’s the governance side as well,” he says.
“We also believe that the world’s biggest brands need people on the ground to deliver real results,” Jones said, pushing against the idea that AI will put people out of work. , added that it plans to increase the number of employees. People working on AI.
That’s why BrandTech is immediately leveraging Jellyfish to absorb Pencil’s expertise and knowledge by hiring Jellyfish staff to train Brandtech’s 1,000 employees. “Jellyfish has true expertise in technology training and how to assimilate, make accessible, and share knowledge across large organizations,” said Emerging Technology Lead and Associate at Brandtech Group. partner Rebecca Sykes said.
Meanwhile, IPG shop Huge announced yesterday that it has developed and implemented a proprietary AI-powered system dubbed the Living Intelligence Value Engine (LIVE) to tap into new growth areas for its clients. According to Huge’s global CEO, Mat Baxter, LIVE has been live for several months.
LIVE essentially processes vast amounts of data to try to identify new trends and insights that humans might miss, which can result in white space opportunities for clients.
“We have learned from previous waves of transformative technology that real dominance does not come from an inward, progressive focus, but from so-called mega-movements, or games, with lasting impact and powerful results. I have learned that it can come from doing acts of creativity that change the world.” Baxter said in his statement:
Interest in and adoption of AI has been staggering lately, and the Spotify/WARC survey released this morning basically confirms that trend. The study asked 350 brand marketers and agency creatives in the US and UK about generative AI. You responded that you plan to increase your use of generative AI. A few months.
