Making Room to Think

So let's dive into this.

Brandtact has been talking a lot about AI long before ChatGBT ever made it into a boardroom conversation, right? So what did you see coming that much of the industry didn't? And how has that early investment changed the way you're approaching this next new wave?

Yeah, it's a great question.

I think what makes BrandTech a little bit different is that we were really built for this moment, built around this intersection of brand and technology from the very beginning.

So the whole premise of the company was that technology was going to continue to fundamentally change how marketing gets created and how it gets scaled.

Actually, one of the slides in our kind of founding raised deck talked about machine generated content, which in 2015 sounded insane.

I think that kind of futuristic view is something that we kind of early believers in.

And that's the direction we've kept building it.

And so we've invested in AI for marketing use cases.

We acquired Pencil.

back in 2023, which has been generating and optimizing advertising creative for the best part of a decade.

So I think that early belief, even though nobody can claim they knew exactly where this was going, but an early belief in the direction I think has really changed how we structure ourselves, what we've invested in, what we're prepared to bet on.

And that's put us in a very differentiated place when we look to the future.