The Brandtech Group

“The biggest mistake marketers can make in 2025 is to think Gen AI is something for the future!” Thanks to everyone who joined us and took part in a fantastic AI event we hosted in partnership with Google earlier this month at its London Space in Central St Giles. ? The audience of 200 senior marketers were left in no doubt that Gen AI is creating tectonic marketing disruption, with real in-market insights shared from Diageo, Oatly and Unilever and an in-depth case study of our Gen AI work with Google presented by Tom Adamson. ?? Plus, we saw demos of Google’s astonishing Gen AI video platform Veo 2, our end-to-end Gen AI marketing platform Pencil ??, and the Share of Model? Platform from Group company Jellyfish - which enables marketers to see, react and influence how LLMs recommend their brands - and heard how we’re using AI agents to supercharge marketing teams. ?? This was our third event with Google after they partnered with us in New York and Paris in recent months. Opening proceedings, Google President, EMEA, Debbie W. set the tone: "AI is the most profound platform shift that anyone will experience in our lifetimes. We really see it as a moment that is going to change the way we work, the way we live, the way we experience the world.” ?? Thanks again to all our guest speakers, the awesome creators The Dor Brothers who joined us and shared some of their brilliant Gen AI films (see teasers below!), to Diageo’s Susan Jones, Unilever’s Selina Sykes and Oatly’s?Sarah Sutton.

WINNER! Thrilled that we’ve been named one of Fast Company’s Most Innovative Companies of 2025! ?? ?? We were chosen for “leading the fight against AI bias in marketing,” with the creation of Bias Breaker and the launch of our Responsible Gen AI package - “to set a new standard in the use of AI in advertising and marketing” -https://lnkd.in/eks6XxaT ?? Bias Breaker - a tool integrated into our Gen AI marketing platform Pencil ?? - mitigates bias inherent in AI models to align AI-generated content with brand values and inclusive practices. ?? FastCo also highlighted our recent Gen AI results in our winning entry: “Pencil created 235,000 pieces of Gen AI content in 2024 for three of the world’s top 10 largest global advertisers, which the company says were, on average, made 55% faster, 62% cheaper, and created a 40% media uplift against baselines.” ?? Congratulations to everyone at Brandtech and to all of this year’s winners! Read more about this year’s #FCMostInnovative ?? https://lnkd.in/g-8DtxbK

A great session with the DMA last week, where we discussed the tectonic disruption of marketing by Gen AI, and how brands need to respond. Brandtech Partner Emma Cookson and Jellyfish’s chief solutions officer of AI, planning, and insights Jack Smyth guided the audience through five key focus areas for Gen AI adoption: ?? 1. Policy before prompts - sort your legal / ethical AI policy before you get started. ?? 2. Get your data in order - vital for fine tuning your AI model around all aspects of your brand. ?? 3. Prioritize key use cases - they must be measurable and demonstrate ROI at scale: where are you going to make an impact with the implementation of AI? ?? 4. Training training training - Gen AI adoption means constantly training and investing in your own people. ?? 5.? Embrace a new audience, the LLMs - AI is not just a tool, it is a new audience. These models will determine which brands they recommend to people. Using a tool like Share of Model? Platform is central to understanding how they work - and how your content shapes their recommendations is going to be essential ?? https://shareofmodel.ai/ “The scale and pace of impact of generative AI on marketing is huge and immediate,” said Emma. “We believe Gen AI will and, indeed, is already changing pretty much every aspect of marketing.”

We are extremely proud to have been Niantic, Inc.'s first external investor back in 2015. It has been a wonderful and very exciting journey - congratulations to John Hanke and all the Niantic teams on reaching this new chapter.

“We believe that generative AI will profoundly transform marketing and we are working hard to help our clients make the most of it.” Brandtech Partner Julie Hardy ?? was speaking to The Media Leader FR in Monaco this week, where she outlined why Gen AI is at heart of all of Brandtech’s strategic decisions, with journalist Fran?ois Quairel, and our role as a pioneer and leader in Gen AI marketing. ?? “Generative AI is a tremendous catalyst for creativity. It doesn't replace creatives, but it allows them to explore concepts more quickly without constraints of budgetary feasibility, to test variations, and optimize messages based on audiences and performance. ?? “One of the best examples is our Pencil ?? Pro platform, which covers the entire value chain from content and advertising creation, based on data insights. This allows brands to assess performance of assets in real time and adapt their campaigns based on the data - and with refined relevance.” Read the full interview in French ???? here ?? https://lnkd.in/eX9ffSFm

I was delighted to meet with Fran?ois Quairel yesterday during the One to One E-Business in Monaco. He interviewed me on the impact of #GenAI in #marketing. Here is a summary in English: ?? Why AI is Redefining Marketing ?? The rise of generative AI is not just a trend—it’s a revolution that will redefine how brands engage with consumers. At The Brandtech Group, we’ve embraced AI from the start, and the impact is undeniable: ?? Productivity Gains – AI-powered content creation has led to a 55% efficiency boost, 62% cost reduction, and 40% performance increase for brands leveraging our Pencil platform. ?? Creativity, Supercharged – AI isn’t replacing creativity—it’s enhancing it. By enabling rapid ideation, testing, and optimization, AI allows marketers to break free from budget constraints and craft data-driven, high-performing campaigns. ? First Movers Win – With AI adoption still under 2% in brand content production, companies that act now will gain a significant competitive edge. The future belongs to those who integrate AI strategically and seamlessly. ?? A Transformation as Big as the Internet – Just as brands needed to optimize for Google, they now must prepare for AI-powered search and conversational interfaces. Tomorrow’s marketing leaders will master this new "Share of Model" dynamic ?? From Experimentation to Scale – We’ve identified three phases: ?? 2023: Exploration & testing ?? 2024: Structured use cases ?? 2025-2027: Full-scale integration AI is here to stay. The question is: will your brand lead or follow? #MarketingInnovation #GenerativeAI #Brandtech #FutureOfMarketing #AITransformation Jellyfish OLIVER Agency Pencil ?? The Media Leader UK The Media Leader US Caroline Saslawsky

Congratulations to OLIVER Agency UK CEO Amina Folarin and Brandtech’s Gen AI Business Manager Amy Arnell on winning Campaign UK’s Inspiring Women Awards last night! ?? ???? Amina won two of the most prestigious awards of the night - Visionary Business Leader for “integrating AI and human creativity to drive business growth and foster an inclusive culture” -https://lnkd.in/eD7qQwwZ And CEO of the Year for “demonstrating transformative leadership by integrating advanced AI technology and human creativity to redefine success in modern marketing” - https://lnkd.in/eS_i2aqk ?? Amy won the Rising to the Top in Technology award, recognizing leaders in the making, as judges noted her “expertise in Gen AI integration across internal operations and client interactions” - https://lnkd.in/eK3PZZwJ Incredibly proud of these brilliant women - as well as Brandtech’s Rebecca Sykes and Jellyfish’s Stephanie Parry who were both finalists - and to all the inspiring women in the room last night! See all the winners here ?? https://lnkd.in/eTX4vHzs As one of the panelists on stage summed up: “Let’s all raise each other up!” ?? ??

How to write your own Responsible AI policy in 9 steps! 9?? As this is an essential stage in every organization's AI journey, we wanted to share our nine-point plan to help guide you with a structured approach to crafting your own Responsible Gen AI policy, covering key areas such as fairness, transparency, data privacy, and accountability. ?? “Gen AI is leading to the greatest marketing revolution we've ever seen,” says Brandtech Partner and Head of Emerging Tech Rebecca Sykes. “We must all make sure that we play our part in creating a marketing landscape where AI unlocks a reach for something better, versus throwing out commitments to inclusivity, authenticity, and trust.” Read the full article and more detailed plan here in The Drum ?? https://lnkd.in/evQxuNye ?? DM us to find out more.

Honoured to be a part of the fantastic Boots inhousing team and so grateful for Pete’s insights, one of the most informed and brilliant marketers there is.

Join us on Wednesday 12th March for a virtual event where we will offer a free session packed with Gen AI advice and training, alongside EqualReach. AI is reshaping the future of work. But who is being left behind? As EqualReach explains, talent is everywhere, but opportunity is not - which is why they work to ensure displaced communities globally can access dignified work and future-proof their careers. This isn’t just about AI - it’s about equipping refugee talent with the skills to thrive in a rapidly evolving digital landscape, helping people future-proof their careers and unlock new opportunities. Join us on Wednesday, 12th March at 2:00 PM GMT for an exclusive session with our Gen AI Creative Director James Dow and Gen AI Business Manager Amy Arnell, where they’ll break down: ? How AI is revolutionising marketing & content creation ? Practical AI tools that can enhance your work right now ? The future of AI-driven skills & careers ? Exploring AI's Potential to Foster Inclusive Opportunities Event Details: ?? When? Wednesday 12th March, 2:00 PM GMT ?? Where? Online – join from anywhere! ?? Register here: https://lnkd.in/esPqvscx ??Share this with someone who could benefit! Let’s build a future where no one gets left behind.