Nest Commerce launches AI creative platform Hummingbird on TikTok
Hummingbird, the AI platform built by UK agency Nest Commerce, launches on TikTok, live at TikTok Unlocked at our London headquarters.
Today, we're announcing a partnership with Nest Commerce, the UK agency bringing together performance marketing, creative production and AI through its Hummingbird platform.
TikTok provided Nest with a technology grant to help develop Hummingbird for the platform, and this September it launches on TikTok.
Creative is one of the biggest drivers of performance on TikTok. The brands that succeed are able to produce a steady flow of fresh, varied creative, testing different formats, messages and ideas, learning quickly from what works and applying those insights to what they make next.
Hummingbird is designed to help brands do exactly that.The platform analyses how a brand's live advertising is performing, identifies the creative elements resonating with audiences and uses those insights to inform the next generation of assets. It can produce creative variations across static, motion and UGC-style formats, while monitoring live campaigns for signs of creative fatigue.
Crucially, Nest's creative experts remain at the centre of the process, using AI to increase the speed and scale at which teams can test, learn and create.
That combination of technology, creativity and human expertise is why TikTok backed Nest to bring Hummingbird to the platform.Hummingbird will launch at TikTok Unlocked, taking place at our UK headquarters on the morning of 23 September.
Guests will see Hummingbird working live on a TikTok account for the first time. Kris Boger, GM, Business Solutions UK, Ireland & Benelux at TikTok, will discuss why TikTok backed Nest to build the technology, while Ian Smith, Director of Ecommerce and Marketing at Urban Outfitters, will join the Nest team to share how the brand has approached growth on TikTok.
Nest's media and creative specialists will also explore how brands can build creative systems designed to learn and scale.
Kris Boger, GM, Business Solutions UK, Ireland & Benelux, TikTok, said:"Creative is one of the biggest drivers of performance on TikTok, but the challenge for brands is keeping pace with how quickly culture and audiences move. The opportunity for AI isn't to replace creativity, it's to help great creative teams learn faster, experiment more and turn those insights into better work."That's what we saw in Hummingbird. Nest has combined technology with real creative and performance expertise, with people firmly in control of the process. It's exactly the kind of innovation we want to encourage on TikTok, which is why we backed its development and are excited to launch it with Nest at our London headquarters."
Will Ashton, CEO & Co-Founder, Nest Commerce: "TikTok gives brands an incredible opportunity to learn quickly from creative and turn those insights into growth. We built Hummingbird to help teams do that at greater speed and scale, understanding what's resonating, using those signals to shape the next round of creative, and keeping expert judgement at the heart of every decision. Launching it live at TikTok's UK headquarters is the perfect way to show what that looks like in practice."