19th January 2025 – THG Studios, the award-winning integrated creative agency (part of THG Ingenuity), has unveiled iGen, an intelligent image creation service as part of its recently launched iLabs, a market-leading innovation hub.

iGen provides brands with an opportunity to explore and experiment in the AI landscape. Guided by iLabs' specialist experts, brands can use iGen to test project ideas in an accessible and low-risk environment, where a spark of creativity can be brought to life by skill and experience.

The current creative market is incredibly challenging for brands. In an increasingly crowded and competitive landscape, with rising customer acquisition costs and a need to maximise efficiency, iLabs offers a solution that has a very real-world impact. With iGen, brands can fuse creativity and technology to be more responsive and adaptive, and optimise their media spend.

Through the iLabs website, brands can submit a brief and receive image assets within 24 hours. This complimentary service includes one round of revisions. Additionally, a video clip is provided, bringing the image to life and showcasing the enhanced impact of video.

Paul Harrison, Creative Innovation Manager at THG Studios, comments on the launch: “AI has evolved into a core business strategy. At THG Studios, we have a bold approach on how we innovative creatively, make future-focused decisions, and deliver efficiency through technology.

“AI doesn’t replace experience or talent. Our strength will always lie in our people and how they use new technologies to continually innovate. With iLabs, our focus is on innovation at every stage of the creative process, and the capabilities that brings. We’re building a workforce of the future, where the team is fluent and confident in all aspects of AI, and are experienced in experimenting and pushing in new technology.”

THG Studios’ expertise lies in creating content that resonates with audiences, working iteratively to create personalised content and assets at scale. From concept development to final execution, the iLabs team combines innovation and technical knowledge with creative vision to produce incredible ideas.

Paul continues: “We built iLabs because we believe in something bigger. This isn’t just about AI – it’s about redefining the future of creativity. At iLabs, we fuse cutting-edge technology with world-class design to empower brands like never before. We’re creating a space where AI and human creativity work hand in hand, leading the charge in shaping bold, unforgettable futures for brands.”

For more information, visit thgstudios.com/iLabs.