This UK-based AI startup used by Pepsi and Google clinches £2.5M funding


Digital transformation is shifting the marketing culture and the way a brand’s message is depicted. Right now, many insight-driven companies are changing their standards of practice by getting to analytics. When you combine numbers with innovations, the result is obvious.  

In this regard, CreativeX (formerly Picasso Labs) is a London-based creative analytics technology company that aims to advance creative expression through the clarity of data. 

Raised £2.5 million

Recently, the AI analytics platform which is used by global brands including Google, Unilever, L’Oréal, and Pepsi, has secured £2.5 million funding led by Beringea, the transatlantic venture capital firm. The company intends to use the funding to accelerate its product development as well as expand its sales and marketing teams globally. 

Anastasia Leng, Founder, and CEO of CreativeX commented: “Since day one, our mission has been to provide the world’s best brands with technology that helps elevate and enhance their creative expression through the clarity of data. In Beringea, we found a true partner who shares our love of data and profound respect for the creative process, and we’re excited to continue building technology that more firmly embeds data in creative decisions.”

Uses computer vision

Founded in 2015 by Anastasia Leng, CreativeX has developed a software tool to automatically gather and interpret data to understand the performance of video and image content. 

The company uses computer vision to analyse the image and video content, ensure that it complies with brand guidelines, media best practices, and regulatory requirements while tracking the performance of creative assets in real-time and validating the impact of every creative decision on marketing performance.

Through its in-flight and pre-flight tracking of creative content, CreativeX improves the efficiency of the creative process, removing the need for manual reviews while safeguarding the brand and providing a data-driven perspective on the impact of each creative attribute.

Eyal Malinger, Investment Director at Beringea, commented: “Anastasia and her team have shown an exceptional ability to relentlessly refine a platform that now represents a vital part of the workflow of marketing teams at some of the world’s most loved brands. CreativeX now has the potential to harness the explosion in creative output and play a pivotal role in the future of advertising.”

CreativeX technology is used globally by Fortune 500 brands like Unilever, Mondelez, Heineken, AB InBev. It has offices in London, New York City, and Portland, and Oregon.