Editor's Note:
CreativeX, a creative data platform for the world’s largest brands, has announced an exciting integration with Pencil, the world’s #1 generative AI platform for brands.
This integration will enable brands to automatically see how any content created by Pencil scores against its creative best practices and guidelines. By being able to rank and filter their GenAI-produced content against their own creative criteria, brands can safely accelerate the adoption of GenAI ads.
This is already being used by clients, including Diageo.
NEW YORK, NEW YORK - June 10, 2024 -- Pencil, the world’s #1 generative AI platform for brands, has now integrated CreativeX, a creative data platform for the world’s largest brands, bringing together generative AI and creative data.
The creative production landscape has transformed over the past five years thanks to the rise of technology and generative AI. As the speed and cost of creative production decrease and content volumes increase, the importance of on-brand, high-quality creative remains paramount but has become more difficult to achieve. By combining Gen AI content production with creative data, Pencil and CreativeX are helping brands protect the creative quality of near-instant content generation.
Pencil, a Brandtech Group company, is the market-leading Gen AI marketing company. It was founded in 2018 and has generated more than 1 million ads across 5,000 brands. Its unique performance prediction component is powered by $1BN in media spend that has flowed through the platform. It enables the end-to-end generation of ads, aggregating all the main LLM models and delivering content across Amazon, Facebook, Google, Instagram, LinkedIn, and TikTok.
CreativeX powers creative decisions through data, creative measurement, and scoring for companies, including Unilever, Mars, and Google. Over 20,000 marketers across more than 3,000 brands use CreativeX's AI technology to analyse content against best practices and brand guidelines and to unlock and scale new creative learnings. The platform is operating at scale, with CreativeX analysing and optimising creative for Diageo every three minutes. The BrandTech Group made a minority investment in CreativeX in 2022.
Inspired by their mutual clients Diageo and Unilever, CreativeX's bespoke creative scoring technology is now directly integrated into the Pencil Pro Gen AI platform. This integration will enable brands to automatically see how any content created by Pencil scores against its creative best practices and guidelines. By being able to rank and filter their Gen AI-produced content against their own creative criteria, brands can safely accelerate the adoption of Gen AI ads.
Joseph Harper, Global Head of Content, Diageo, spoke to the impact of the integration. “Integration between our content tech partners fuels Diageo’s vision to always shape creativity with data-driven precision. We’re delighted to see two critical enablers of ambition collaborating closely and building the platform for Marketers across the business to continue our legacy as world-class brand-builders.”
“To help brands thrive in an age of AI will take a village. By deepening our partnership with Pencil, and technically connecting our two systems, brands can confidently lean into Gen AI for their growing content needs,” Anastasia Leng, Founder and CEO, CreativeX comments.
"It's been fashionable to say that content is the biggest bottleneck in marketing, but that's no longer the case with generative AI,” says David Jones, Founder and CEO of The Brandtech Group. “We are going to see an explosion in the amount of content brands create, and with that, there is an increasingly critical need to ensure that content is on-brand and meets creative excellence standards - integrating two of the leading marketing platforms creates a very powerful solution that delivers this."
About Pencil
Founded in 2018, Pencil’s mission is to generate winning ads, 10x faster and with 2x better performance, using AI. It was named one of the World's Most Innovative Companies 2024 by Fast Company, the only AI platform for marketing recognized. Pencil serves as an application layer of technology, built for brands, that helps them generate ideas, assets and creatives. It sits at the intersection of brands (assets and data), media platforms (TikTok, Google, Meta, Amazon, etc), and the latest Gen AI foundation models (Open AI, Stability, Google, Getty, etc). It is intentionally designed to evolve as the Gen AI landscape evolves, new models, new use cases, new regulations.
About CreativeX
CreativeX provides technology that empowers marketers at the world’s leading brands to define, measure, and scale creative excellence across their global content. Used by brands like Facebook, Heineken, Bayer, Unilever, and more, CreativeX provides the first-ever creative data platform, which allows digital marketing and consumer insights teams to scale great creative decision-making with a single source of truth for tracking the efficiency and effectiveness of images and videos globally. Their unique tools and data set bring transparency to complex content challenges, providing a common language to improve creative work and delivering globally relevant learnings to power creative thinking and help marketers build effective and responsible brands with confidence.
Press inquiries:
Email: creativex@firstlightgroup.io / alex.mckie@firstlightgroup.io
Tel: 020 3617 7240 / 07943457798
