RedBalloon’s Naomi Simson Announces Exclusive AI Marketing Deal With Albert
The newly-formed Big Red Group (BRG) has announced it has secured the exclusive rights to bring the world’s first artificial intelligence (AI) digital marketing platform, Albert, to Australia and New Zealand.
Group co-founder Naomi Simson announced the exclusive agreement, alongside a major shake up of online experience retailer RedBalloon and associated businesses*.
Albert is a fully autonomous, enterprise-level AI marketing platform that drives digital marketing campaigns from start to finish for some of the world’s leading brands.
Created by Albert Technologies in 2010, Albert’s success transforming major brands’ cross-channel digital marketing efforts with its self-driven technology has been well-documented in the US.
The AI platform has been publicly credited with driving 40 per cent of Harley-Davidson’s New York City sales, influencing lingerie brand Cosabella’s decision to replace its digital agencies with AI, and creating so much demand for Dole Asia’s canned goods that its suppliers initially ran out of stock before ultimately reaching an 87 per cent increase in sales across the board.
According to Albert chief revenue officer Geoff Farris, Albert wades through massive amounts of data, converting it into insights, and autonomously acting on these insights, across channels, devices and formats in real time.
“This eliminates the manual and time-consuming tasks that currently limit the effectiveness and results of modern digital advertising and marketing,” he said.
“But more importantly, it lets businesses execute and scale their efforts at a pace that simply isn’t possible by human teams.”
The agreement entitles the Big Red Group to distribute Albert to third-party media companies across entire supplier chains, as well as to direct-to-consumer retailers, under the registered business Big Albert AI.
RedBalloon launched the technology at the beginning of June this year, and within 24 hours of deploying Albert, the technology was able to identify and execute over 6,400 keywords to improve performance across the RedBalloon business. By way of comparison, this would take a human SEM expert up to a year to achieve.
Albert was also able to reduce the cost of acquiring a customer to RedBalloon by more than 25 per cent in less than 30 days, demonstrating its capacity to reduce overall costs by north of 40 per cent.
“We have trialled this amazing technology across RedBalloon and Wrapped and it has proven its effectiveness beyond doubt,” Simson said.
“Now we want our business community to share in the upside that comes with more efficient marketing spend. We’re not reducing our marketing budgets in any way – we’re simply ensuring that our dollars, and the dollars our partners pay us to do what we do, are working harder and harder day after day.”
Simson is aware of the tensions that surround artificial intelligence technology, recently bought to the fore by Tesla’s Elon Musk, who claimed AI poses an “existential threat” to human civilisation.
However, Albert’s track record alone refutes this sentiment. In the US, Albert is at the core of a number of new hybrid man-machine digital marketing departments at companies like Harley-Davidson, Cosabella and Dole Asia, where AI handles everything data and tech-related, while Albert’s human counterparts handle all things strategy, creative, intuition and emotion.
“When I started RedBalloon in 2001, it cost roughly five cents to find a new customer. Now, across the board in the businesses I deal with, I see it costing upwards of $20 to find that same customer. This is completely unsustainable for any business,” Simson said.
“We have seen Albert drive down the cost of customer acquisition by a quarter in a matter of weeks. Imagine the difference this sort of technology could make to businesses across the country.
“Ten years ago business was all about offshoring to the cheapest operator those tasks that were not core to your business, but those roles associated with manual and process-driven tasks have largely been replaced by technology now.
“The next generation of that is a rising tide of technology that is beginning to replace higher-functioning, process-driven roles.
“But we should not be fearful of this, as it frees our people up to focus on the higher value tasks like collaboration, strategy and creativity – human and higher functioning skills that at this point cannot be replicated, and certainly not replaced, by AI.”
*BRG provides management and services to its subsidiaries RedBalloon, Big Albert AI, Redii, Wrapped and The Huddle, and was co-founded by Simson and Group CEO David Anderson, who acquired 50 per cent of the RedBalloon business in June.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.