On-Brand Content at Scale With AI with Kevin Goeminne of CHILI publish
Kevin Goeminne is CEO of CHILI publish. We talked with him on day one of Shoptalk Fall in Nashville about CHILI GraFx, the brand execution platform the company built.
“Basically what we do is we take the brand guidelines of a company, we tur or a brand I would say, we turn it into a design system, and then we use that design system to generate on-brand content, both for online and offline communication,” he says.
AI Slop Is Off Brand
We moved our closing question up front and asked Kevin to define AI slop.
“Well, AI slop for us is being off brand, right? Even just an inch of brand, that is AI Slop, right?” he says.
CHILI publish uses LLM agents to generate content, and the AI validates every piece against the design system. The rules also carry compliance, so the legal mentions a channel needs are built in.
Coca-Cola and the Local Market
Kevin’s best example is the company’s number one customer.
“Our number one customer is Coca-Cola. So if you’ve ever seen any adverts from Coca-Cola anywhere in the world, it is most likely generated through our platform,” he says.
The platform lets Coca-Cola release campaigns into local markets faster, change the talent or the food pairing by country, and free up budget it would have spent with production agencies. A brand owner can give local teams some freedom without worrying that a market goes off brand.
Rebuilt for AI
CHILI publish has been around for years, and three years ago it rebuilt the platform from scratch when it saw the AI wave coming. Kevin sees AI as a way to give skilled designers and marketers superpowers, taking over tedious work like changing a size, a price or a spelling mistake.
The company’s customers publish to anywhere between one and a hundred channels, and the channels keep growing. Time to market is the pressure point.
“From campaign to then delivery, you know, either in stores or or in the local market, it would take them three months. And they’re they’re trying to do that in two weeks or two days,” he says.
Put the Right People in Control
Kevin’s hot take is about who runs the tools.
“I think AI today is fantastic if you know it will help us do cancer research, but only if you know how to do cancer research, right?” he says.
Without skilled people in control, he says, you are never going to see the benefit.
Find CHILI publish at chili-publish.com, and learn more about our at-event interviews at talk-commerce.com/events.