On June 23, 2026, marketing optimization firm Claritas and enterprise generative orchestration platform INDG Grip announced a partnership to deploy an industry-first, closed-loop optimization system. The integration combines Claritas' AI Optimization Platform, which utilizes proprietary data signals and audience insights, with INDG's Grip, a scalable content production engine.

The resulting system connects content generation with real-time performance metrics to automate marketing adaptations without manual review. INDG Grip functions through three primary capabilities: Digital Twins, which create living data models from products; Adaptation, which generates localized variants and channel-specific content; and Originals, which produces new content assets based on existing brand rules and market signals. This unified intelligence layer ensures that all visual output maintains brand consistency while dynamically refining creative elements to maximize engagement and business outcomes.

The partnership transitions marketing workflows from static execution to a continuous data-driven loop. According to Frans Vriesendorp, CEO of INDG Grip, the system replaces traditional production processes—such as location scouting and physical shoots—with software-driven creation that integrates directly with performance data. Claritas SVP of AI Optimization Don Sklenka stated that this model allows data to drive execution directly, enabling marketers to continuously refine campaigns based on real-time insights.

The joint solution features a comprehensive operating model that encompasses AI creative optimization, scalable creative intelligence, and automated content generation through agentic execution (the use of autonomous systems to perform complex tasks). By integrating these elements into a closed-loop system, the companies aim to streamline marketing operations and improve campaign effectiveness. The partnership's vision will be showcased at the Cannes Lions festival, demonstrating how the convergence of proprietary data and automated production can drive measurable performance gains in complex marketing environments.

On June 23, 2026, marketing optimization firm Claritas and enterprise generative orchestration platform INDG Grip announced a partnership to deploy an industry-first, closed-loop optimization system. The integration combines Claritas' AI Optimization Platform, which utilizes proprietary data signals and audience insights, with INDG's Grip, a scalable content production engine.

The resulting system connects content generation with real-time performance metrics to automate marketing adaptations without manual review. INDG Grip functions through three primary capabilities: Digital Twins, which create living data models from products; Adaptation, which generates localized variants and channel-specific content; and Originals, which produces new content assets based on existing brand rules and market signals. This unified intelligence layer ensures that all visual output maintains brand consistency while dynamically refining creative elements to maximize engagement and business outcomes.

The partnership transitions marketing workflows from static execution to a continuous data-driven loop. According to Frans Vriesendorp, CEO of INDG Grip, the system replaces traditional production processes—such as location scouting and physical shoots—with software-driven creation that integrates directly with performance data. Claritas SVP of AI Optimization Don Sklenka stated that this model allows data to drive execution directly, enabling marketers to continuously refine campaigns based on real-time insights.

The joint solution features a comprehensive operating model that encompasses AI creative optimization, scalable creative intelligence, and automated content generation through agentic execution (the use of autonomous systems to perform complex tasks). By integrating these elements into a closed-loop system, the companies aim to streamline marketing operations and improve campaign effectiveness. The partnership's vision will be showcased at the Cannes Lions festival, demonstrating how the convergence of proprietary data and automated production can drive measurable performance gains in complex marketing environments.