Bupa and AI-powered creative agency 2045 have co-developed two new tools designed to help marketing teams scale their thinking, output, and impact. The tools – Synthetic Segments and Brief Bot – sit within 2045’s Headless AI stack and were created in partnership with Bupa’s GM of brand marketing Naomi Driver.
Synthetic Segments uses Bupa’s segmentation data to create secure, conversational “artificial focus groups” that teams can talk to directly, exploring ideas and artefacts in real time.
Brief Bot acts as an intelligent intake agent that calls marketers, asks about their objectives, and generates structured, high-quality briefs. It helps newer marketers learn how to write stronger briefs, while helping experienced marketers get from intent to brief with less friction.
“These tools are designed to add value across the organisation. We can explore ideas with our audience instantly, and start every project with a clearer sense of direction,” Driver said.
“Coming from a holdco agency background means I’ve built plenty of tools that weren’t fun to use, and ended up collecting dust. Our Headless AI stack prioritises joy in the machine – and Naomi has helped scale that securely. It’s been a real team effort,” 2045 founder Tim Evans added.
2045 is an AI-powered creative agency based in Naarm. The agency combines strategy and creativity with a proprietary HeadlessAI stack that scales talent, output, and results. 2045 works with brands including Bupa, L’Oréal Group, NBA Stores, NFL, Mitchell & Ness, and OpenTable.
