Polish clothing company LPP said it is entering into a strategic partnership with Kraków-based startup Pirxe, which is developing spatial artificial intelligence technology.
The partnership aims to streamline the process of creating and testing advertising materials for online campaigns using 3D digital twins of products, LPP said in a statement. LPP said it decided to significanty scale up the project after the success of pilot campaigns launched under the Sinsay brand.
LPP noted how AI has changed the marketing industry, which prompted large brands to seek new ways to create content fast while still being responsive to the needs of a rapidly changing market.
“At LPP, we invest in technologies that allow us to operate faster, more effectively and on a larger scale. In marketing, the ability to quickly test multiple communication variants and respond instantly to customer needs is providing an ever-greater competitive advantage. That is why we decided to collaborate with Pirxe,” said Marcin Piechocki, a member of the LPP management board and managing director of Sinsay.
The AI solution uses spatial technology to create photorealistic digital twins of products. LPP said this would allow its creative teams to prepare and test multiple alternatives tailored to different communication channels and audience groups more quickly, as opposed to having to run a new production for each new concept.
LPP said advertising materials based on digital product twins increased the number of conversions by 21 percent and the ad click-through rate by 21.6 percent. The company has now decided to test this in other platforms as well, such as TikTok.
“Our aim was to implement a tool to streamline campaign planning and the use of advertising platforms by our marketing teams. We wanted the new technology to optimise processes and enable us to test a greater number of creatives across multiple channels more quickly, whilst still leaving room for creative work,” said Michał Niedziółka, omnichannel marketing director at Sinsay.
Pirxe welcomed this, noting that it validates the “commercial value of our solution.”
“The clothing industry is an excellent starting point for us, as it perfectly illustrates the scale of the challenges involved in creating content in e-commerce—a sector in which the demand for high-quality content, faster production of marketing materials and more interactive shopping experiences is currently growing exponentially,” said Przemek Kadula, co-founder of Pirxe.
