- The Brandtech Group has acquired generative artificial intelligence (AI) and distribution platform Pencil, in line with information provided by the corporate.
- Brandtech can also be launching Pencil Pro, a generative AI product designed to fulfill the needs of worldwide brands. Unilever and Bayer have already committed to using the offering.
- Pencil uses OpenAI’s GPT large-language model to create channel-ready ads and duplicate based on a brand’s objectives, assets and preferences. The SaaS platform bills itself as helping brands achieve twice the performance results at one-tenth of the price.
Brandtech stated that Pencil has created greater than 1 million creative executions for brands within the last 12 months, and the dataset that powers its predictions is built from greater than $1 billion in real media spend.
An essential component of the deal is the ready-to-launch Pencil Pro product, which Pencil and Brandtech developed in partnership over the past six months and which has attracted the eye of name marketers. It rolls out with media integrations across Facebook, Instagram, TikTok, YouTube, Google Display and Amazon Ads. AI integrations include OpenAI GPT-4 and ChatGPT, Stable Diffusion and Runway.
“Everyone is talking about [generative AI] and Unilever is worked up to be running multiple pilots across the space,” said Giles Morrison, Unilever’s global vp of name communications, in a press release. “Pencil Pro is a real enterprise proposition that would really impact our business at scale.”
More than 1,000 Brandtech employees are actually being trained in generative AI and Pencil. The training is being led by a team from Jellyfish, which Brandtech accomplished its acquisition of earlier this month. With the Jellyfish finished, Brandtech now claims greater than $1 billion in revenue, over 7,000 employees and a client roster that features eight of the world’s 10 largest advertisers.
Generative AI remains to be in its early stages within the marketing space but has generated plenty of hype. Many technology providers are investing to create their very own products. Companies including Salesforce, AWS, Google, Zoom, PWC and Accenture have all announced plans to advance using AI and bolster the AI startup ecosystem.
Read the total article here
