Hive3, a new platform that connects clients with generative AI producers to deliver original marketing assets, has been announced by Forum3, a technology company that builds experiences for brands and consumers utilising emerging technologies. Hive3 mobilises a dedicated community of creators and holds competitions to reinvent brand marketing and reveal future possibilities through the use of artificial intelligence.
Hive3 has been under beta testing since July 2023. To date, the platform has sponsored ten community-driven contests in which AI artists fought for the finest creative work—from solar sneakers to a futuristic take on outdoor apparel—and won cash prizes and rewards from their favourite companies.
“The new digital transformation playbook starts with brands understanding how to use AI, and the Forum3 team is uniquely positioned to guide brands as they navigate this technology, often for the first time,” said Adam Brotman, Forum3 co-CEO and former Starbucks Chief Digital Officer. “We look forward to partnering with forward-thinking brands like Crumbl Cookies to generate new types of creative output, activate a community of customers, and elevate brand marketing using AI.”
Crumbl Cookies, the nation’s fastest-growing dessert brand that releases new cookie flavours weekly through its rotating menu, will use Hive3 to offer a fresh, AI-powered spin on its advertising campaigns to kick off Hive3’s public launch.
“Crumbl Cookies has always sought to bring novel and creative ideas to our customers, from speciality flavours to our iconic pink packaging,” said Mai Pham, Crumbl Cookies’ EVP of Growth. “The next frontier of marketing innovation is generative AI, and we look forward to being the first brand to partner with Hive3 on a challenge where top AI creators will leverage their skills to create an exciting new ad campaign for our brand.”
Heather Cooper, Tatiana Tsiguleva, Nicolas Neubert, and Ben Myhre are among the early creators who signed on as Hive3 Ambassadors. These influential creators will actively contribute to the Hive3 community through tutorials, events, judging, and co-branded competitions. This will allow brands to use the ability of top AI creative talent to create totally new marketing activities.
According to Andy Sack, co-CEO of Forum3, “Hive3 is built around competitions because we believe that will attract the very best creative AI talent to our community.” “Hive3 will be the platform where it all comes together, and the top AI creators will be the ones to inspire and educate brands and community members about what is possible in the rapidly evolving landscape of AI.”
Hive3 is now formally taking briefs from marketers looking to further up their creative game, experiment with AI in a secure setting, and attract customers with distinctive marketing. The platform is also available to enthusiasts who want to follow their favourite companies and artists, as well as AI creators who want to compete for financial rewards.