Grip and Realeyes join forces for personalized, attention-optimized ad content for CPG brands

LONDON and NEW YORK, 31st October 2024—Grip, the leading platform in end-to-end content generation, and Realeyes, a pioneer in attention measurement, have announced a new partnership aimed at improving the effectiveness of digital advertising. This collaboration, brought together by innovation partner, Arloesi, combines Grip’s interface and Realeyes’s predictive analysis for real-time, personalized content recommendations, improving quality and speeding up delivery.

While 47% of a brand’s advertising sales lift being the result of quality creative, according to Nielsen, many brands are struggling to produce visuals that not only captivate but also drive consumer action. The Grip-Realeyes partnership addresses this by merging Grip’s rule-based AI content automation capabilities with Realeyes’ human response measurement technology, ensuring personalized, quality ads with consistently on-brand content.

Frans Vriesendorp, CEO of INDG Grip, emphasized the significance of the collaboration: “We welcome the partnership with Realeyes, as part of our growing list of technology partners. It brings an all-in-one platform to market. By integrating Grip’s blend of content capabilities such as AI, CGI, digital twins and post-production with Realeyes’ sales-validated attention measurement expertise, we’re enabling brands not just to generate content but generate content that works—at scale.”

Capturing audiences and enticing action are rapidly becoming the key metrics for assessing ad performance. Realeyes is a market leader in attention measurement, trusted by top brands to improve ad performance and grow sales. Trained on its fully consented webcam attention data from 17 million human test sessions, the company now provides instant attention predictions at digital scale. This partnership enhances that capability, giving brands the confidence that they are generating varied content tailored to specific audiences and contexts.

Mihkel Jäätma, CEO of Realeyes, highlighted the need for such a comprehensive solution in the market: “Brands today are eager to leverage the power of Generative AI, but they need a system that’s both complete and scalable. With this partnership, we’re providing exactly that—a solution that covers every step from content generation to performance measurement, ensuring that brands get the most out of their AI-driven initiatives.”

Arloesi, a content innovation partner for brands, agencies, and tech companies, endorsed the collaboration. Penri Jones, CEO of Arloesi Consulting, sees this partnership as a key step towards reinventing brand content supply chains. "At Arloesi, our mission is to help brands harness the power of AI and emerging tech to create high-performing, personalized content at scale. The combination of Grip and Realeyes represents a major leap forward in realizing this vision. We are excited to provide strategic guidance to brands, agencies, and tech companies navigating this transformative landscape."

As AI continues to evolve at speed, the Grip-Realeyes partnership, with the strategic guidance of Arloesi Consulting, stands out as a practical solution needed by the market. It offers a unified approach to content generation and performance optimization at scale. This collaboration helps brands fully harness the potential of AI, driving efficiency, effectiveness, and success in their advertising efforts.

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