THG’s creative agency THG Studios has widened its partnership with Creative Force, the platform for artificial intelligence (AI)-driven e-commerce content production management.  

The integration “enables THG Studios to establish a unified system, that acts as a ‘single source of truth’ for all photography assets… providing [us] with unparalleled visibility, control and insight into creative operations” the digital retail platform owner said. 

The system, which connects production workflows directly with clients’ product information management (PIM) systems, allows THG Studios “seamless movement from product intake to final online placement, reducing time-to-market for brands and maximising efficiency without sacrificing quality”. 

It said the collaboration has already seen THG Studios deliver a 98% reduction in QC amends, and camera to PIM in under 24 hours – “a game-changing leap for brands that benefit from streamlined, tech-enabled workflows”. 

Meanwhile, the pair also plan to evolve their partnership in 2025 by leveraging advanced AI and further automation, “ensuring THG Studios is fully-equipped to meet this ever-growing demand with an intelligent, tech-powered approach that supports rapid growth and delivers content that connects with audiences faster than ever”. 

Cat Mellor, director of Creative Services, THG Studios, said: “When selecting new tools, we look for robust, innovative systems that are scalable and can drive creative production at speed. Our partnership with Creative Force allows us to do just that – cutting production time, enhancing quality, while providing unparalleled efficiency for our clients. It has transformed our photography processes, driving industry-leading AI capabilities into high-volume production, ultimately setting a new standard for what’s possible in e-commerce content.” 

Over the last 12 months, the company said THG Studios’ roster of clients has grown to include Disney, Asda, Matalan, Wolsey and Manchester City.