" Generative AI is being used to create product photography and video content for brands including Myprotein and Beauty Expert, following the launch of THG’s iLab.

iLab – part of THG’s creative agency THG Studios – will use AI algorithms to generate original imagery, “blend new and existing product photography with AI-generated backgrounds” and adapt advert designs “tailored to audience preferences”.

“With the launch of iLab, we’re at the forefront of blending technology and creativity,” said Cat Mellor, director of creative services at THG Studios. “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.” "

Read more in The Grocer