Scaling Content Production Without Losing the Brand Soul
13.02.2026
On February 12th, the Data & Innovation Summit by Digimedia hosted a deep dive into the future of marketing production, featuring Gregory Cosman, Head of AI & Transformation and Taskforce Leader at Serviceplan Group Belux.
A major challenge in today's landscape: "Scaling Content Production Without Losing the Brand Soul." Through the lenses of AI, Übercreativity, and Business Impact, we explored the future of our industry.
The AI Revolution: Why Now? Innovation isn't just about new tools; it’s about a fundamental shift in the ecosystem. Much like cars replaced horses, AI is redefining production through three major trends:
Rapid Tech Evolution: New tools are transforming creative workflows every few months.
New Market Players: Tech giants and specialized startups are challenging traditional agencies with data and automation.
In-housing: Brands are increasingly bringing production internal to gain speed and control.
Serviceplan MAKE: Your Marketing Operating System To turn these challenges into a competitive advantage, we introduced Serviceplan MAKE, a modular operating system designed to integrate AI into the heart of your content supply chain.
Modular: We transform your content supply chain with enterprise-ready solutions engineered for automation.
Adaptive: Experience friction-free integration. Our modules are tech-agnostic and scalable, designed to fit seamlessly into any existing client platform.
Knowledgeable: Our interdisciplinary experts combine high-level consulting, cutting-edge tech, and production mastery to design smart workflows.
Empowering: We provide scalable platform services designed for self-service, ensuring they are deeply embedded within your own systems.
Why it matters: The MAKE LINE ensures you receive interoperable solutions tailored to your unique needs. By embedding these tools directly into your infrastructure, we guarantee full ownership and enable your teams to operate in self-service mode, driving both efficiency and creative independence.
The MAKE LINE in Action (Three Stages):
1. PLAN: Data-Driven Strategy – Everything begins with a clear ambition. We use MAKE Insights to analyze local audiences and past performance, ensuring strategy and media planning are based on real-world data.
2. CRAFT: Creating the Masters – We turn ideas and product data into high-quality, brand-consistent "Master Assets."
a. MAKE CGI: Creates digital twins from product CAD or 3D scan data.
b. MAKE Generate & Voice: Securely produces on-brand images, videos, and multilingual voice assets.
c. MAKE Copies: Utilizes AI agents for specialized, on-demand copy development.
3. SCALE: Global Automation & Adaptation – The MAKE LINE scales masters across all touchpoints.
a. MAKE Atomic & Templates: Assets are integrated into an atomic design system for seamless adaptation.
b. MAKE Local: Configures local campaigns, including translation and personalization.
c. MAKE Ads & Checks: Automatically creates ads for all formats, while MAKE Checks uses AI for instant brand (CI/CD) and legal compliance reviews.
Our Core Principles To ensure long-term efficiency, the MAKE LINE follows three fundamental rules: it is Tech-agnostic to avoid lock-in, ensures Data Ownership on your own systems, and focuses on Self-service so your teams can operate independently and with ease.
