Since developing the content strategy for Sanidirect in 2020, I've been involved as a creative strategist in their marketing. This includes addressing challenges they present, as well as proactively identifying strategic and creative opportunities.
Case in point: with the rise of generative AI tools for images, like DALL-E and Midjourney, the inspiration market is shifting. A simple prompt can now generate customized inspiration, potentially sidelining brands from the inspiration process.
To address this, I developed a unique AI model for Sanidirect that lets the audience embrace this new form of inspiration, while also adding value as a brand.
Using this AI-powered tool, audiences can get endless, targeted inspiration. And it’s based on Sanidirect's actual product range.
Find a design you like? You can easily book an appointment at one of their many stores to convert that inspiration into a customized bathroom plan. Want to incorporate the faucet, shower, or bathtub from the image? It's easy. Prefer a different bathroom fixture? No problem. Offering inspiration has never been so flexible and practical.
How is this possible? For years, we've been creating customer stories with Sanidirect, using high-quality photography of customers' bathrooms. These images form the dataset for our model, enabling the AI to learn how to recognize, reproduce and combine products. It also learns about various potential bathroom layouts by seeing all the bathroom designs. As the library of customer stories grows, the model becomes more creative and intelligent!
Excluding the first photo, all images presented on this project page are generated from the initial version of the trained model.
Credits
Strategy
Mark van Nieuwenhoven