THG Studios in Manchester has revealed a new platform for brands to explore AI and test project ideas.
iGen is described as an intelligence image creation service and is part of THG Studios’ innovation hub, iLab.
“AI has evolved into a core business strategy. At THG Studios, we have a bold approach on how we innovative creatively, make future-focused decisions, and deliver efficiency through technology,” explained Paul Harrison, Creative Innovation Manager at THG Studios.
“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 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.”
Harrison added that brands would be able to explore and experiment project ideas in the “accessible and low risk environment, where a spark of creativity can be brought to life by skill and experience.”
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Through its website, brands will be able to submit a brief and receive assets “within 24 hours” including a video clip.
“We built iLab because we believe in something bigger. This isn’t just about AI—it’s about redefining the future of creativity,” continued Harrison.
“At iLab, we fuse cutting-edge technology with world-class design to empower brands like never before. We’re creating a space where AI and human creativity work hand in hand, leading the charge in shaping bold, unforgettable futures for brands.”
iLab was set up late last year, with the aim of using AI to deliver content at scale. Not just image-focused, it also includes employing AI for data analysis, customer behaviour and audience profiles.
“With the launch of iLab, we’re at the forefront of blending technology and creativity,” Cat Mellor, Director of Creative Services, THG Studios said at the time.
“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.”
THG Studios is part of THG Ingenuity.
