Brandtech Group Bets Big on Generative AI to Reinvent Media and Marketing Operations
London, UK — In a media landscape where generative AI is quickly shifting from a buzzword to a business imperative, Brandtech Group is doubling down. Through its digital marketing arm Jellyfish, the company is rolling out a growing suite of AI-powered tools designed to reshape how brands approach search, SEO, media activation, and creative production.
According to CEO David Jones, Brandtech isn’t just reacting to the AI boom — it’s actively reshaping its business model around it. “Clients no longer need old studios or bloated production setups. It’s now about humans and agents co-creating real-time, data-informed campaigns,” said Jones.
Jellyfish Leads the Charge With AI-Native Tooling
Jellyfish, a core component of Brandtech Group, has been instrumental in building AI tools that touch everything from performance marketing to search engine optimization (SEO). Among the key innovations launched over the past year are:
- Share of Model: An AI-native SEO tool leveraging GPT-4, LLaMA 2, and agentic systems to redefine SEO optimization for the age of large language models (LLMs).
- One Search: A unified search product used by clients like Swarovski, focused on optimizing results while reducing media spend.
- Switchboard: A performance analytics and creative insight dashboard praised for offering a “single source of truth” across campaigns.
- Now-Next-Soon: A media mix modeling platform that enables forecasting and dynamic budget allocation, bridging marketing and finance metrics.
- Pencil + Veo 2: Brandtech’s acquisition of Pencil allowed integration with Google’s Veo 2, slashing creative production time, notably in projects for Japan Airlines.
The Anti-Holding Company That’s Building With Purpose
Founded by former Havas executive David Jones and Jellyfish CEO Nick Emery, Brandtech Group has branded itself as an “anti-holding company” — leaner, more agile, and fully aligned with the tech-driven marketing age.
Jones emphasizes execution over hype. “Our mantra is simple: case studies beat press releases,” he said. This approach is echoed by Jess Nachtigall, EVP of Global Investment Analytics at Jellyfish, who notes the tools are built for utility, not just innovation theater.
One recent case study cited by Brandtech showed a major CPG brand slashed reporting hours by 80% using Switchboard, while quadrupling actionable campaign recommendations.
Analysts See Parity, Not Leadership — Yet
Jay Pattisall, VP and senior agency analyst at Forrester, says Brandtech is executing well but not necessarily leaping ahead. “They’re on trend, but what they’re doing is largely at parity with what many other large agencies and networks are now rolling out,” he said.
Still, Pattisall acknowledged that search and SEO, deeply impacted by AI shifts in web behavior, are hot areas. With millions of users now asking LLMs like ChatGPT, Claude, and Gemini for product and brand recommendations, the fight for LLM SEO dominance is heating up.
Jellyfish’s Jeff Matisoff, partner and U.S. operations lead, highlights this urgency:
“A billion brand-related queries are being asked of LLMs daily. Brands need SEO for LLMs — it’s their new competitive edge.”
Generative AI as a Revenue Multiplier, Not Just a Cost Saver
Brandtech’s real success may lie in demonstrating how AI doesn’t just cut costs, but enhances creative scale, speeds go-to-market, and bridges the gap between CMOs and CFOs.
Now-Next-Soon, for example, is allowing companies to align marketing spend with financial outcomes — improving transparency and increasing trust across departments. A case study involving a large retail client cited a 30% reduction in model-building time, enabling faster budget adjustments and testing cycles.
“When AI brings marketing and finance into the same language — incrementality — that’s when the enterprise sees real transformation,” said Nachtigall.
Brandtech’s AI push comes as WPP, Omnicom, Publicis Groupe, and Dentsu also unveil their own AI capabilities and appoint AI leads to guide transformation. But unlike traditional holding companies, Brandtech claims its leaner structure gives it speed.
The IAB’s 2025 digital advertising report, referenced in Digiday, shows SEO and search still account for the largest chunk of U.S. ad spend ($102.9B), but AI-driven video, retail media, and performance platforms are growing fast. Agencies capable of fusing data, creative, and media — in real time — will likely win larger market share in 2025 and beyond.
The Bottom Line
Brandtech Group may not be outpacing the entire field yet, but its commitment to AI-powered efficiency, human-AI collaboration, and real-world results puts it in a strong position as marketing continues its most transformative era yet.
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