Jellyfish unveils next-gen creative structure with Gen AI at its core

Jellyfish, the integrated global digital marketing business, has announced a redesign of its global creative teams to embed Gen AI at the core of the company. This new creative model combines tech-driven ideation with human-generated social creativity, connecting all 400 content and experience experts across the globe, powered by the integration of Pencil Pro. 

New is the dedicated AI Studio, where creative talent supercharges Jellyfish’s market-leading experience in content, production, transcreation and localisation with Gen AI. Sam Yates, currently Chief Solutions Officer, Creative Technology at Jellyfish, will lead AI Studio. AI Studio doubles down on generating content at scale, ensuring Jellyfish’s roster of world-leading global brands always has the most effective content possible for every combination of audience, inventory and outcome in a way that is faster, better and smarter.

The company’s most dynamic, diverse, and inspiring talent now forms the award-winning Creative Collective, where the focus will be on human-generated social creative with cultural relevance that can live on any platform or medium. Chief Solutions Officer, Natalie Winford will lead the Collective alongside Jo Wallace as Global Executive Creative Director.

The new structure means Jellyfish is the first global company to connect content, data, and media in real-time, powered by Gen AI.  Embedding Pencil Pro in the core of the model integrates cutting-edge content generation, alongside by multi-billion dollar performance data training sets, with Jellyfish’s platform-first media activation capabilities. 

Jellyfish and Pencil, both part of the Brandtech Group, are already leading the market in Gen AI, with Pencil recently being named one of Fast Company’s most innovative companies of 2024. Pencil’s cross-platform generative AI marketing solution, Pencil Pro, draws on $ 1 billion of media performance and $ 2 billion of retail and commerce data.

About AI Studio

Jellyfish’s new AI Studio doubles down on generating content at scale, ensuring their roster of world-leading global brands always has the most effective content possible for every combination of audience, inventory, and outcome. It is the only solution that enables a brand to go from audience to activation with a custom curation of foundation, fine-tuned, and client-controlled models.

Sam Yates, currently the global head of creative technology at Jellyfish, will lead AI studios.  Phil Conway will lead integrated production with Gemma Cotterell leading AI Design. Rocio Martinez will lead Language Services, and Rich West will lead talent & performance. Finally, Matthew Tomich will head up the newly formed AI Labs. AI Labs sits at the heart of AI Studios, enabling our talent to explore and create solutions that genuinely work. Together, they will focus on four main areas of impact; Language, Audio, Image and Video. 

Sam Yates said, “The impact AI is having on our industry is transformational. I am thrilled to launch a market-leading content-at-scale offering. Putting Generative AI at the forefront of our capability reflects the work we have been doing over the last 12 months and is merely the foundation of what will be possible in the future. Our continued investment in Pencil Pro and the response and engagement we have had from our clients leave me with no doubt that our greatest work is still in front of us."

Pencil Pro’s generative engine powers the entire AI Studio workflow:

• From co-generating briefs using Share of Model Platform insights into how each major LLM perceives your product. 
• To orchestrating the diverse text, copy and video generation models required to answer those briefs with J+ Workflow.
• Then amplifying those assets across every major media platform with custom bidding algorithms for J+ Bidding.  
• With always-on media set up and safety agents through J+ Monitor and closing the loop with Gen AI optimized product listing with J+Commerce to turn searches into sales.
  

About Creative Collective

The award-winning Creative Collective will focus on developing culturally powerful ideas grounded in community, insight and empathy. Its ideation teams will focus on driving AI and the increasing premium on human-generated social creative. Chief Solutions Officer, Natalie Winford will lead the Collective alongside Jo Wallace as Global Executive Creative Director. Rhiannon Davies will lead Creative Strategy with Alistair Parrington leading business development globally, with Aviva Grinnell focussing on growth in the US. 

Natalie Winford said, ”At Jellyfish, our Creative Collective is reshaping the way we create content by pushing the boundaries of human imagination via our future-facing global talent. Creative Collective focuses on campaign ideation and social activation through creative strategy with cultural relevance that can live on any platform or medium. Whether connecting brands with creative influencers or understanding the importance of striking a balance between AI-generated content and human creativity, our technology allows us to constantly open up new possibilities for artistic expression, delivering creative excellence for our clients.”

Jo Wallace said, “We have a wealth of incredible, diverse human creative talent alongside outstanding, proven tech and AI. It’s an impressive blend which means we can open up new possibilities and unlock the full transformational power of creativity as we continue to solve problems for our clients and unlock substantial growth. I’m excited to lead the global Creative Collective and look forward to developing ground-breaking creative at the centre of culture.”