The Brandtech Group is launching an influencer marketing residency program to enhance its generative AI initiatives. This move aligns with Brandtech’s strategy of acquiring and investing in companies to boost its content, AI, and influencer marketing sectors. Notable acquisitions include the digital media agency Jellyfish in 2023 and Acorn Intelligence in 2022.
The residency program, managed by Brandtech’s influencer marketing company Collectively, will welcome creators proficient in generative AI. Participants will engage in four-week residencies focusing on various expertise areas such as video generation and AI animation.
Current participants include AI product photographer Salma Aboukarr, AI director Ryan Phillips, and animator James Gerde. These creators will contribute to Brandtech’s AI teams and support Collectively and another Brandtech agency, Mofilm, in their generative AI projects.
Brandtech Group Launches Influencer Marketing Residency to Enhance Generative AI Initiatives
James Gerde will lead a class on content creation using motion graphics and animation, emphasizing the balance between rapid AI-generated content and maintaining brand-specific details. Gerde prefers AI tools that offer greater control, envisioning future AI departments within traditional production teams.
Natalie Silverstein, Collectively’s chief innovation officer, aims for the company to become a global leader in generative AI marketing, leveraging the unique content creation capabilities of emergent AI tools.
Silverstein highlights the swift evolution of generative AI in marketing, with the residency program helping Brandtech’s clients stay updated on new tools and applications.
These classes will be accessible to Brandtech’s 7,000 employees and potentially to clients. She sees generative AI as a means to reduce production costs and increase the ambition and quality of advertising, particularly in the beauty and fashion sectors.
Eric Dahan, founder of Mighty Joy, concurs that AI is revolutionizing influencer marketing by addressing challenges such as finding the right influencers and streamlining communication. AI can analyze numerous data points to identify suitable influencers based on various criteria.
Brandtech’s acquisition of Pencil, a generative AI content platform, underscores its commitment to AI innovation. Since its inception in 2015, Brandtech has made strategic investments in companies like Niantic and CreativeX to enhance its technological capabilities in marketing.
