Tesco’s retail media arm has launched Tesco Media Creative Studio, which will work with brands to quickly create compliant ads in multiple formats using generative AI.
Tesco Media and Insight Platform said the AI tool would “speed up and scale creative within a secure and compliant framework”.
“It allows partners to upload their core creative assets, such as imagery, copy and brand guidelines, and then automatically produces all the approved ad formats required across Tesco Media’s channels. This helps brands reduce production time and maintain quality and accuracy across every format,” a spokesman told The Grocer.
Brands will be able to create banners ads for placement on the Tesco website, external websites, social media or the supermarket’s scan as you shop screens “from scratch” by uploading their “brand kit” of fonts, brand colours and logos; campaign information like ad copy, product packshots, background image and pricing; and selecting the type of ad they want to generate.
Creative Studio then “automatically generates the ads in all required sizes, fully compliant with Tesco’s specifications” the supermarket said.
“Brands retain the flexibility to edit creatives within the approved framework. If a price is included, it is automatically populated and kept up to date within the ad,” it added.
Alternatively, brands with their own creative can upload them to the Creative Studio and run automated compliance checks, and adapt the ad for additional formats.
“GenAI powers the integrated compliance checker, ensuring each ad aligns with Tesco’s standards,” a Tesco spokesman told The Grocer. “It systematically reviews layout, content – including terms and conditions and claims – and the position of assets within the banner ad. This guarantees that all outputs remain fully compliant.”
Tesco Media and Insight Platform – a partnership between Tesco and Dunnhumby – is currently “beta testing” with brands and looking at a full launch towards the end of the year, The Grocer understands.
“Retail media can be complex, especially when it comes to creative. Every retailer has its own formats, timelines, and requirements, which can slow down campaigns,” said Stacy Gratz, sales and marketing director, Tesco Media and Insight Platform.
“Creative Studio was built to remove that friction and help brands launch faster and more easily. It brings creativity and effectiveness together in one place, making production simpler, smarter and more consistent across every channel,” she added.
The Creative Studio was unveiled to select brand partners at an event marking the 30th year since the launch of Clubcard last week. Tesco Media also announced new “premium” video formats on Tesco.com and the Tesco app, giving brands “immersive, brand-safe ways to reach high-intent shoppers close to the point of purchase”. The supermarket shared research it had commissioned showing 67% of shoppers use supermarket websites as “a source of inspiration and discovery”.
In physical stores, two-thirds of shoppers are “open to discovery” during their shop, the research found, jumping to 80% for those with children. Some 60% of shoppers with children discover and buy a new product during their shop, while 69% of all shoppers “make their final decision about what to buy” as they’re shopping.
“Retail media’s strength is that it is where the interests of the advertiser and the retailer are aligned in driving the right outcome for the customer,” said Tash Whitmey, managing director at Tesco Media. “Our mission is to build media solutions that work for customers, advertisers and Tesco, in that order, by enhancing the shopping experience in store, bringing some everyday magic and making it easier to discover your products existing and new.”
“The media landscape feels like it is shifting all the time – new channels, new technologies. More choices to make at a faster pace. Retail media is right at the heart of this movement,” Whitmey added.
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