Claritas and INDG Grip partner to launch first ever AI-powered closed-loop optimization system

LONDON and NEW YORK, 24th June 2026 — Claritas, a leader in AI-driven marketing optimization, today announced a strategic partnership with INDG Grip, an enterprise generative orchestration platform for visual content production, brought together by Arloesi, the content innovation consultancy. Together, the companies are introducing an industry-first, closed-loop system that automatically connects content production with real-time data and performance insights, enabling marketers to continuously adapt and improve campaigns in real time.

The partnership integrates Claritas’ AI Optimization Platform leveraging proprietary data signals, audience insights, creative intelligence, and advanced measurement with INDG’s scalable, cross-channel content engine,Grip. The result is a system that is constantly optimizing and producing the next best creative without individual, manual review.

“This partnership represents a fundamental shift from static campaign execution to continuous, data-driven marketing,” said Don Sklenka, SVP of AI Optimization. “Claritas brings the data and intelligence, Grip brings the production. AI sits at the core of both. An industry first closed loop system.”

Grip rests on three governed capabilities: Digital Twins turn products into living data and serve as the source of truth, Adaptation generates the localized variants, formats, and channel cuts that scale a single creative across markets, and Originals creates new content from the same governed inputs when no source asset exists. The same intelligence layer governs all three: brand rules, product truth, and market signal, so output stays on brand from product detail pages to lifestyle storytelling. When powered by Claritas’ proprietary data and AI, creative becomes a dynamic, continuously improving asset—refined based on what is driving engagement, conversion, and business outcomes.

"We've replaced the production process — the creative director, the DP, the location scout, the physical shoot — with software that already knows the brand, the category, and the product. What took a full team and weeks is now a brief and a few minutes. Integrate that with Claritas, and performance data drives what we produce next, on brand, every time." - Frans Vriesendorp, CEO INDG Grip

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From Intelligence to Production to Optimization

The joint solution introduces a new operating model for marketers.

• AI Creative Optimization: Creative is continuously refined using real-time signals powered by Claritas’ proprietary data.
• Creative Intelligence at Scale: Data informs which messages, formats, and visual content resonate with specific cohorts.
• Automated Content Production: INDG’s Grip platform for enterprise manages AI models and agentic execution to generate, adapt and scale visual content across channels and markets.
• Closed-Loop Optimization System (CLOS): Proprietary data drives AI decisioning, fuels creative intelligence, and powers generative production in a continuous, automated loop.

"Traditional dynamic optimization permutes a fixed library: every variant was anticipated and pre-built, and the engine just selects the nearest match. This is different in kind. Signal doesn't pick from a menu, it pulls the exact creative the moment requires, generated on brand against live product truth. The possibility space is no longer capped at build time, which is why the variability here dwarfs what conventional DCO can reach. That is the vision and architecture I brought Claritas and Grip together to prove." - Penri Jones, Founder and CEO, Arloesi

A Forward-Looking Vision for Cannes and Beyond

As brands look to drive greater efficiency and effectiveness in an increasingly complex marketing landscape, the Claritas–INDG partnership signals a move toward fully integrated, AI-powered creative intelligence systems.

The companies will showcase this vision at Cannes Lions, highlighting how the convergence of proprietary data, creative intelligence, and AI-driven production can unlock measurable performance gains and transform how campaigns are executed.

“This is about creating a system where data doesn’t just inform strategy, it drives execution,” added Sklenka. “From data to intelligence to production, this is a completely closed loop system which once was just a dream, that now is a reality.”