Social-first creator agency NewGen, whose clients include Premier Foods, Porsche, KFC, PepsiCo and Hasbro, is launching a dedicated AI division as well as recruiting its first chief AI officer.
Social AI Studio is a new service within NewGen’s bespoke social, creator and creative intelligence platform, Multiple, which was set up in May to help brands scale creator campaigns more efficiently and with greater control.
The launch is part of NewGen’s wider expansion in technology and data, backed by the agency’s multi-million-pound investment from growth investor BGF in 2024. Founded in 2015 as gaming influencer agency Kairos Group, the agency has offices in London, Manchester, Paris and New York.
The division combines NewGen’s proprietary AI technology with the agency’s social media marketing and strategy offering, giving global brands real-time insights, speed and scale. It is already delivering AI content programmes for brands across beauty, technology and gaming, with further clients onboarding.
NewGen claims the service cuts the time it takes to produce social video from three days to around four hours, enabling brands can respond to culture as it happens.
It brings the whole production process into one workflow, from concept and storyboard through client approval, filming and editing, with NewGen’s creative teams directing the work and making edits by describing what they want in plain language.
The studio also flags emerging trends early and uses the performance of past content to shape what comes next. Unlike off-the-shelf AI software, it is built by NewGen’s own experts and tailored to each brand, with brand guidelines built in from the start.
Meanwhile, Jordan Carroll, founder of Innovative Social, an AI studio developing marketing tools and consumer applications, joins NewGen as chief AI officer, to lead the agency’s AI and technology offering. He joins NewGen’s leadership team full-time, with divisional P&L responsibility.
NewGen CEO and co-founder Mike Craddock said: “Our ambition has always been to push social and influencer marketing forward, creating iconic work that is relevant to culture and delivers for our clients.
“Social AI Studio takes that further. It equips our expert teams to make content with the speed, scale and insight that global brands now need to compete. Jordan has been instrumental in building our AI capability, and bringing him into our leadership team opens up new opportunities for the brands we work with.”
Jordan Carroll added: “Brands no longer have to choose between content that’s fast and content that’s high quality. By pairing our technology with the creative and cultural thinking of our teams, we can partner with brands to redefine moving at the speed of culture.”
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