The Brandtech Group is initiating an influencer marketing residency program to advance its generative AI endeavors. This initiative is part of Brandtech’s broader strategy of acquiring and investing in companies to grow its capabilities in content creation, AI, and influencer marketing.
Recent acquisitions include the digital media agency Jellyfish and Acorn Intelligence, which highlight Brandtech’s focus on enhancing its technological and marketing assets.
The residency program will be managed by Brandtech’s influencer company, Collectively, and is set to host creators specializing in generative AI throughout the year. Participants will engage in four-week sessions focusing on their specific skills, from video generation to AI animation.
Prominent creators like generative AI product photographer Salma Aboukarr, AI director Ryan Phillips, and animator James Gerde will join the program, contributing their expertise to Brandtech’s generative AI teams and supporting Collectively and Mofilm in their AI projects.
James Gerde, an animator in the program, will lead a class on content creation using motion graphics and animation for brands. He emphasized the importance of control and brand specificity in using generative AI tools, noting that while these tools can produce content rapidly, maintaining novelty and detail is crucial.
Gerde believes that AI departments will become integral to traditional production teams, enhancing content creation processes.
Natalie Silverstein, chief innovation officer of Collectively, expressed the company’s ambition to become a global leader in generative AI marketing through these programs.
She highlighted Brandtech’s readiness, with the necessary technology and a skilled workforce, to leverage generative AI tools in innovative ways. These tools will not only help creators produce unique content but also keep Brandtech’s clients updated on the latest AI applications and emerging tools.
Brandtech’s investments in generative AI include acquiring Pencil, a platform that collaborates with major brands like Unilever and Bayer to create marketing assets and insights. Founded in 2015 and rebranded in 2022, Brandtech Group has continually expanded its portfolio, investing in companies like Niantic, CreativeX, and Automat.
With the influencer marketing residency program and its strategic acquisitions, Brandtech is poised to enhance its influence in the evolving landscape of generative AI marketing.
