Artificial intelligence (AI) continues to be rolled out as a key driver of expansion for digital retail group THG’s Ingenuity arm.

Its integrated creative agency THG Studios has unveils iLab, which places generative AI “at the heart of the creative and analytical process for marketing and advertising campaigns”.

THG said iLab will use AI “to deliver dynamic, personalised, and visually-compelling content at scale” for brands including Myprotein, Beauty Expert and Disney… [empowering] brands to enhance their storytelling, optimise content production, and engage audiences”.

iLab’s features include providing generative AI for visual content creation by utilising advanced AI algorithms to blend new and existing product photography with AI-generated backgrounds; data-driven creative solutions to analyse market trends and consumer behaviour and create detailed target audience profiles; and scalability and flexibility that enables brands to produce large volumes of customised content quickly.

As part of THG Ingenuity’s “end-to-end e-commerce and brand-building technology platform”, iLab will integrate seamlessly with THG Studios’ existing services, “offering clients a holistic approach to content creation”.

Cat Mellor, director of Creative Services at THG Studios, said:  “With the launch of iLab we’re at the forefront of blending technology and creativity. Our goal is to redefine how brands approach content creation by combining the best of our team’s experience, creativity and talent with AI to deliver high-impact, innovative visuals that resonate with customers in real time.”