Production Company Silverside Shifts to AI Consultancy
Silverside, a production company known for creating commercials and branded content, is moving into AI consultancy. The company developed a tool called "brand brains" that lets clients control the production of AI-generated creative assets directly.
The shift reflects broader changes in how marketing teams approach content creation. Rather than outsourcing production entirely, brands increasingly want to generate variations and iterate quickly on their own.
How "Brand Brains" Works
The brand brains tool trains on a client's existing creative work-past campaigns, brand guidelines, visual styles. That training data becomes a custom model clients can then use to generate new variations without needing Silverside's involvement for each iteration.
This approach gives marketing teams faster turnaround on assets. A team can test multiple versions of an ad, adjust messaging, or adapt creative for different platforms without waiting for external producers.
Why Production Companies Are Becoming Consultants
Traditional production workflows involve lengthy briefs, multiple rounds of revisions, and weeks of turnaround time. Generative art tools compress that timeline significantly.
For production companies, the economics have shifted. Silverside's pivot acknowledges that clients will use AI tools regardless-the question is whether the production company helps them do it well or becomes obsolete.
By positioning itself as a consultant and trainer rather than just a vendor, Silverside maintains a relationship with clients even as the nature of that work changes.
What Marketers Need to Know
Brand consistency remains a challenge with AI-generated content. A custom model trained on your brand's work helps, but it's not automatic. Teams still need to review outputs and establish quality standards.
The real value of AI design tools lies in speed and iteration, not in replacing creative judgment. Silverside's model assumes clients still want guidance on strategy and brand fit-they just want more control over execution.
This model also raises questions about skill requirements. Marketing teams using these tools need to understand what they're doing well enough to recognize poor outputs and know when to adjust.
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