Deece launches AI marketing platform

Deese, a marketing technology startup, has launched an AI-powered platform designed to help marketers create stronger campaign briefs, align agency partners, and improve overall campaign effectiveness. The platform's core feature is a Brief Builder that uses artificial intelligence, trained on 25 years of award-winning campaigns and industry trends, to enhance brief quality. Studies by the World Federation of Advertisers and the Institute of Practitioners in Advertising highlight significant financial losses due to poor briefs, with estimates of up to 33% of global marketing budgets (US$429 billion annually) being wasted. Deese claims its platform can save 165 hours per brief, reduce project timelines by three weeks, and improve marketing ROI. Co-founder Richie Taaffe emphasized that while AI powers the platform, human expertise remains central, drawing on the team's experience with major brands like Unilever, Visa Inc., Mastercard, Ford Motor Company, PepsiCo, DP World, and Etihad Airways.