Innovation of the Week: THG Studios launches new AI tool for image creation

No comments

Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.

What is it?

THG Studios, the creative agency part of THG Ingenuity, has launched a new AI tool dubbed “iGen”, an intelligent image creation service.

It forms part of the recently launched iLab, a generative AI feature used to deliver dynamic, personalised and visually compelling content for brands.

iGen 06

Source: THG Ingenuity

The tool provides brands with the chance to explore and experiment with AI. Through iLab’s specialist experts, users can leverage iGen by testing ideas in what THG Studios calls an “accessible and low-risk environment”.

Using the iLab website, brands can submit a brief and receive image assets within 24 hours. The free service includes one round of revisions, and a video clip is then provided to bring the image to life.

Why does it matter?

The AI tool has been designed to enable brands to blend creativity and technology in order to be more “responsive and adaptive, and optimise their media spend,” according to the creative agency.

With the creative market currently crowded, competitive, and challenging, iLab sets out to offer a solution with the launch of iGen.

THG Studios sets out to create personalised content and assets at scale for brands and audiences.

Strategic implications

THG Studios uses iLab to fuse cutting-edge technology and design to support brands while ensuring AI and human creativity flow together.

It plans to shape the future for brands, with AI a core part of the group’s business strategy.

THG Studios creative innovation manager Paul Harrison said: “AI doesn’t replace experience or talent. Our strength will always lie in our people and how they use new technologies to continually innovate.

“With iLab, our focus is on innovation at every stage of the creative process, and the capabilities that it brings.

“We’re building a workforce of the future, where the team is fluent and confident in all aspects of AI, and are experienced in experimenting and pushing in new technology.”

THG Studios also recently appointed Richard Aldiss as its new senior vice president to “spearhead growth”, and bring over 30 years of experience in advertising, as well as business development and agency growth.