JvM builds its own AI tool - and continues to count on creative minds

With STABLES, Jung von Matt has developed an AI tool that enables high-quality, fast and cost-effective content creation. We spoke to Robert about how it works, which customers STABLES is interesting for and why the tool cannot completely replace the work of creative professionals.

Hello Robert, many people associate Jung von Matt with big campaigns, characterful designs and high advertising budgets. How do you fit in with CREATORS?

Jung von Matt CREATORS is the AI agency of Jung von Matt. We want to help companies to work (more) creatively - not by offering them services, but by building them machines with which they can work creatively. This is why we developed the STABLES tool.

What is STABLES all about?

We have transferred our experience from advertising photography into a tool that enables our customers to adapt and develop content more quickly and in a more targeted manner. To do this, we took existing open source models and improved them by fine-tuning them to generate product staging.

How did you proceed with the development?

To achieve this, we had to address the question of how we photograph products. Let's take cars: a sports car is photographed and staged differently to an SUV - and it's the same with other products. We have built up this knowledge over many years and ultimately used it to provide our customers with a tool that they can use to automate the production of images.

Is STABLES intended exclusively for image creation?

No, we quickly realised that it's not just about images. Content is not just played out in image form - our customers need claims, captions, audio, etc. STABLES has developed into a platform that integrates the latest AI models.

Do you also use the tool internally or is it exclusively a product for customers?

We made sure early on that everyone in the agency has access and can experiment with AI: In other words, GDPR-compliant use of the latest GPTs and a local image generator.

For which customers is STABLES interesting?

Primarily for marketing departments with large content requirements. Let's stick with the example of the car manufacturer. The launch of a new model is associated with large investments. With AI, content production along the customer journey is cheaper and more flexible. The city in the background, the licence plates, the text - it all scales directly from the prompt with the specification of the car model and the target group.

And the data for this is fed from other systems?

Exactly, in the best case scenario, the tool communicates with the other systems - for example, a product information management system where all the data on the cars is stored. The tool extracts this data and adapts the car parts for the respective market. However, target group-specific parameters can also be implemented directly in the tool so that these are taken into account directly during prompting.

What is the advantage over conventional processes?

Until now, it has often been the case that a new shoot or a series of 3D renderings always had to be made. The quality is great, but unfortunately it is very time-consuming and expensive. As a result, many companies suffer from a structural lack of content. They cannot use channels natively and always have to use the same image. Not to mention personalisation.

And potential customers can see that too...

Exactly. But everyone makes the "mistake" not out of ignorance, but out of budget limitations. And you can easily compensate for this limitation with AI. On the contrary: this way, you no longer need to think from campaign to campaign, but can adapt or further develop the product storytelling indefinitely. In this context, we are talking about infinite stories.

Do you have your own team of programmers or do you work with external service providers?

We have our own team of programmers, product managers and creatives. In total, we are around 70 people in Hamburg and Munich. The team can therefore drive GenAI forward from both a technological and creative perspective.

What's next for STABLES? It is important for us to be close to the ever-changing needs of our customers. We always have to ask ourselves "are we building the product or are we building the feature for another product?".

We are increasingly being asked for use cases in which we should integrate STABLES into other content management systems such as Frontify, Censhare or Uptempo. I believe that this can work well in the long term because all of our customers use one of these systems.

Is there anything that STABLES or other AI tools on the market cannot replace in terms of creative performance?

STABLES is about scaling creativity. However, the biggest work is in finding out what a brand should actually stand for. This strategic and creative work will continue to be irreplaceable by AI. In addition, image creation processes still take place with photographers or directors. Not because there is no other way, but because they have a significant influence on the quality of the end product. But based on this, AI tools can be used to restage brands and bring them closer to the customer. Infinite stories instead of one-off campaigns.

Thank you for the interview!