Its promise: generate communication campaigns from a simple website URL. The AI captures the brand's DNA, its colors, tone, universe and proposes visuals and texts consistent with its posts or advertisements.
Pomelli: A Canva Designed for SMBs
Basically: a specialized Canva, designed for SMBs, capable of understanding a brand's identity before creating. A promise of simplicity that arrives just as Canva launches its Creative Operating System.
An Opportunity More Than a Threat
Is it threatening for agencies? No, rather an opportunity even.
Automation of Time-Consuming Tasks
First because Pomelli automates what needed to be automated: fast production, asset deployment, time-consuming tasks. And that's excellent news.
It allows us to reallocate time and budget where real value is at stake: storytelling, strategy, creative differentiation.
The Website as an Anchor Point for AIs
Next, the fact that Pomelli starts from the brand's website URL is a valuable reminder. The brand must already speak from a digital place it controls: a website that narrates, structures, encodes the brand, and serves as much for dialogue with users as an anchor point for AIs.
Democratization of Content Creation
Finally, for some companies, the barrier to entry for a real content strategy is too high. Designing, creating, producing content at scale is costly to build a lasting digital footprint and an effective echo chamber.
Tools like Pomelli lower this access threshold, without replacing meaning or creativity.
A Deployment to Watch
For now, Pomelli is an experiment from Google Labs, deployed in a few English-speaking countries. But if the test is successful, there's a good chance it will be extended to the rest of the world. And if it's not this one, it will be another that takes up this promise.
Conclusion
And then, we'll need to be ready — not to resist AI, but to work with it, intelligently and creatively. Agencies that can integrate these tools into their process while maintaining their strategic and creative value will be those that prosper.
Want to integrate AI into your creative strategy? Contact us!