Generative AI is exciting. With it, marketers can create content at scale, producing assets almost instantly.
For years, brands have struggled to keep up with the rising demand for multichannel content, with customers expecting personalized messages at the right time and in the right place.
This ability to scale output is a huge step forward. But volume alone isn’t enough. To make an impact, content also has to be relevant, optimized, and high quality.
Simply generating more content at lower cost doesn’t solve the challenge of creating work that truly resonates.
Halo Intelligence
Simply creating more content for less may help your bottom line, but it won’t move the needle on your marketing goals, whether that’s driving action, sales, loyalty, or advocacy.
Content at scale only delivers results when every asset is optimized for the customer and the moment it lands. That’s where a different type of AI comes in.
At ITG, we’ve pioneered Halo Intelligence. Think of the big ideas and designs that come from your creative agency or in-house team as the ‘Hero’ creative. The thousands of localized, personalized, channel-specific adaptations that follow should carry those ideas through, amplifying and enhancing them across every execution, rather than just producing mechanical variations.
Without that intelligence, content at scale quickly becomes just noise. But when assets are fuelled by data insights, tuned to audience needs, preferences, and context, they become genuine Halo Content. And the technology that makes this transformation possible is AI-powered Halo Intelligence.
Gen AI and Halo Intelligence: a match made in heaven
Generative AI gives marketers the ability to create content at scale, producing thousands of assets across formats, languages, and markets at a fraction of the traditional cost. It’s like having an always-on production hub that can deliver volume on demand.
Content at scale, however, needs more than speed and volume. Generative AI shows you how much you can create, not what you should create. If you think of Halo Intelligence as the strategist, it’s the piece that analyzes audience data, behaviors, and contexts to guide exactly who to target, when to reach them, and how to shape every message for maximum impact.
Individually, the technologies have their limitations, but together they complement one another. Generative AI provides scale, while Halo Intelligence ensures relevance, and the combination delivers content at scale that is both fast and meaningful.
For brands, combining Generative AI with Halo Intelligence creates a competitive advantage in delivering content at scale that is both fast and relevant.
What makes up Halo Intelligence?
What makes Halo Intelligence powerful is the data that fuels it. The effectiveness of Halo Content depends on both the quality and quantity of the information the AI gathers, structures, and analyzes to deliver insights.
At the most basic level, that might be inputs you provide directly, budgets, campaign objectives, target geographies, for example.
But the real strength of Halo Intelligence comes from the wider data ecosystem it can tap into. That includes company context (brand positioning, product awareness, business goals), customer personas drawn from demographic and psychographic data, channel performance metrics, time-of-day behaviors, customer mission types, channel preferences, website interactions, in-store dwell times, local cultural cues, even broader zeitgeist signals.
Individually, none of these data points tell the full story. But together, they enable AI to optimize content at scale with increasing precision. And because Halo Intelligence learns over time, every new campaign makes the system smarter, driving sharper strategy and more relevant content with each iteration.
If you think generative AI is impressive, Halo Intelligence takes it to another level.
How does it work in practice?
Of course, while all this works well in theory, you’d be right to ask how this works in practice. Data has to come from somewhere, it needs to be housed securely, and there has to be a mechanism for the AI to deliver actionable insights. In an ideal world, those insights should also connect directly into your generative AI tools.
In ITG’s world, this all sits inside Storyteq, our Content Marketing Platform. Storyteq has been developed since long before AI to automate content marketing from strategy and planning, through workflow and approvals, to Digital Asset Management (DAM) storage and distribution.
Recognized as a leader in this space (repeatedly in the Leader quadrant of Gartner’s MQ for Content Marketing Platforms), Storyteq integrates seamlessly with third-party martech platforms and channels. It can source and structure huge volumes of unstructured data to deliver the insights needed to optimize content for every customer.
Storyteq is also entirely AI-agnostic. That means we can configure AI tools into the platform for you, including our own proprietary AI and the full Adobe Firefly suite, or you can plug in any third-party tool, or even develop your own.
It’s fair to say the industry is still in the early days of marrying content intelligence with generative AI to achieve the ideal: the right asset for every person, at the right time, through the right channel.
The beauty of this approach is that you can start small, with some data and some generative AI, and see an immediate uplift in engagement and ROI.
Over time, you can increase both the volume of generative AI you use and the quality of the data that informs your Halo Content, steadily evolving your approach with minimal risk or disruption.
That’s exciting, and we’re proud to be at the forefront of this innovation.
A Global brand’s transformation with Halo content
All of this sounds powerful in principle, but what does it look like in practice? One example is our work with a global hygiene and health company that implemented our Halo content model earlier this year.
Under its previous approach, the company was struggling to deliver the content at scale required across international markets and a broad portfolio of brands. Through a transformed operating model with ITG, the company moved from struggling with output to delivering content at scale with real impact.
This transformation included end-to-end workflows, DAM, and Brand Portals through Storyteq, alongside templated content automation. Hero concepts became easily adaptable for its internal teams, delivered in a fraction of the time and cost it would take to produce each asset variation manually.
The results speak for themselves:
- Reduced costs
- Increased speed to market
- Improved content performance
A perfect example of AI-enabled technology and people working in harmony to deliver meaningful, measurable change, and true content at scale.
The future is AI-enabled human creativity
AI is transforming how marketing works, but it’s human creativity that continues to set brands apart. Delivering the volume of content at scale needed today means letting AI handle the heavy lifting, and using intelligence to make sure every asset is optimized, relevant, and effective.
That’s exactly what the Halo content model delivers: combining Generative AI with Halo Intelligence to free people to be their creative best, while driving measurable growth and ROI through content at scale.
From reducing costs to boosting performance, our Halo content model is already helping global brands achieve competitive advantage.
Contact our team to find out how we can help you deliver content at scale and drive impact for your business.