How Hightouch and Google Gemini deliver the highest quality AI creative

We built the Agentic Marketing Platform so marketers can find insights, build creative, and execute personalized campaigns faster and at a greater scale than ever before.

Content assembly and creation is one of the key things that agentic marketing solves for– allowing marketers to rapidly generate and then improve creative assets for all of their new campaigns. And there’s no better solution for this than Google Gemini.

For marketing teams using Hightouch, this collapses the distance between insight and action. The same composable Customer Data Platform they use to unify customer data and build audiences in the data warehouse (like Google BigQuery) is now the platform where they generate, test, and launch creative for those audiences — powered by AI that understands both the data and the content.

How the Agentic Marketing Platform uses Gemini with complete context to deliver top-notch creative

Whenever marketers prompt Hightouch to create new campaigns, we use specialized subagents to execute all of the required tasks. For example, subagents focused on data analysis analyze past customer and campaign data to make recommendations for future campaigns. (Technical detail about how this works)

Hightouch uses Gemini for its content-focused subagents. We're not using Gemini because it's the biggest model available. We're using it because it's the right model for our customers' creative content.

Hightouch and Gemini are better together because Hightouch writes prompts informed by its comprehensive marketing context layer. Hightouch pulls in information from creative tools, customer data in your data warehouse, performance data from third-party channels, and research on your brand and competitors to create impactful campaigns. Said simply, Hightouch understands your business, so it can use Gemini to make more relevant and performant creative.

Gemini works better when operating on Hightouch’s complete marketing context layer.

Here’s how we use Gemini and all of your business context to help make high-quality creative:

• Integrated creative search. Content Assembly produces on-brand content by searching existing systems (DAMs, Figma, Adobe, Google Drive, etc.) and intelligently assembling content from existing assets, including images, templates, and style guides. Hightouch surfaces all available assets and context through direct platform integrations, and Gemini finds the right creative from existing content to support new campaigns.
• On-brand image and video generation. Marketers describe what they need–anything from a high-level campaign idea to a granular product-on-white for a retargeting ad—and Gemini generates production-ready images or videos (using Google’s Veo). It self-refines each piece of creative, looking at a screenshot of the generated SVG and iterating until it meets the bar for creative strategy. Hightouch enables Gemini to leverage your entire product catalog and brand guidelines, ensuring all new creative is on-brand and relevant to your business. And Gemini doesn’t just build flat images; it builds an editable, layered SVG composed of generated images, existing image assets, text in brand fonts, and logos. Hightouch offers a full editing panel that gives users direct edit access to these SVGs, so they can modify text or specific layers of the image using in-line editing or AI prompts.
• Complete creative analysis. Gemini can perform deep, multimodal analysis of creatives. It can extract text and recognize tone, layout, style, CTAs, products, and other features. Hightouch can then combine these insights with performance metrics from marketing channels and the data warehouse. The result: Hightouch uncovers rich insights about the creative factors that drive strong performance, and then uses those insights to build better campaigns and content.

Hightouch uses Gemini to make on-brand, fully editable creative assets for advertising and lifecycle marketing.

Hightouch and Gemini in action: Otrium’s story

Otrium is a digital fashion outlet that helps brands sell end-of-season and surplus inventory in 12+ European markets. Their team of four growth marketers was ambitious, but creative resources were limited, so their best ideas were pushed back. It often took 4+ weeks to go from campaign brief to launch.

Otrium turned to the Hightouch Agentic Marketing Platform and saw an immediate impact. Because marketers could build their own high-quality, on-brand creative, they started launching campaigns in just one week– a 70% improvement. Campaigns they’d wanted to test for years were suddenly live within days. Furthermore, the creative that Hightouch generated leveraging Gemini outperformed their existing ads, generating a roughly 10% improvement in ROAS.

The bigger shift isn’t just results; it’s a change in culture. The Otrium team went from campaign operators — managing queues, waiting on assets, losing good ideas to the backlog — to creative directors who move at the speed they’ve always wanted to. In Philip’s words: “I feel like I’m energized with superpowers I didn’t have before.”

Getting started

The role of marketing is changing every single day. AI enables marketers to launch more campaigns, faster, and with higher quality than ever before. Companies like Otrium are at the forefront of this transformation, and are showing just how much is already possible. And this is just the beginning: Hightouch’s Agentic Marketing Platform and Gemini will both continue to grow and improve rapidly.

If you’re interested in trying out the Agentic Marketing Platform yourself, book a personalized demo with our team.