Cairns Oneil has announced the full launch of its generative AI product.

Following a beta launch in the spring with the agency’s work for Rakuten Kobo, the tool has been enhanced, productized and given a name: Nova.

The Rakuten Kobo campaign used an instance of ChatGPT to create copy for display ads that were enhanced through a dynamic creative optimization module of Cairns Oneil’s trade desk, CO2. The agency worked with ad tech partner Adform to code the ChatGPT API into the module, briefed it on the campaign and set up a control campaign. The display units generated by ChatGPT and optimized by CO2 doubled performance of the control.

“While our agility and speed let us bring innovations to market quickly, it’s our expertise and amazing partners that allow us to also go deep and create products like Nova,” says Devon MacDonald, president of Cairns Oneil. “We know that relevance is key for consumers is advertising. Nova is finally realizing the promise of one-to-one in digital for marketers.”

The widely available version of Nova includes several new features, namely that it is now able to determine the exact creative message most relevant to a specific user. This is done by taking a set of data signals from a user, feeding it to ChatGPT and generating a custom ad unit in real time. The ChatGPT instance is briefed on the campaign objectives, messaging, tone and brand safety parameters in advance. Nova then generates ad copy, headlines and colours that will be optimized through the dynamic creative optimization module in CO2.

Nova can also be used for search: working from the same brief on the client, it will generate search ad copy recommendations and SEO keyword recommendations.