AI has now reached the point where it can produce lifelike product and campaign images that are often virtually indistinguishable from traditional photography. Retail and FMCG organizations are already experimenting extensively with using AI to create product visualizations, campaign materials, and copy.
However, these new creative possibilities also present a challenge. Without a centralized approach, organizations may face inconsistent brand messaging, unclear approval processes, and limited control over costs and usage. Especially in large, internationally operating organizations, marketing, brand, legal, and regional teams must be able to trust that AI-generated content complies with applicable brand and quality guidelines.
Xebia AI Content Hub was developed to simplify this process and integrates generative AI with an organization’s existing workflows. This ensures that content reaches the customer through existing channels only after it has been reviewed and approved.
“In my work with retail and FMCG brands, I’ve seen firsthand how much time and budget goes into a photo shoot—especially the coordination, travel, and studio days,” says Martin du Prie, Commercial Lead for AI Content Hub at Xebia in the Netherlands. “AI completely changes that situation. Brands continue to place great value on quality and style—and rightly so. So it quickly became clear that AI alone isn’t enough. To guarantee consistent quality, the right workflows, and output that aligns with the brand, you need an orchestration layer.”
Amit Agarwal, Retail Industry Lead at Xebia, sees AI as the next major transformation for the sector. “AI is transforming content production in retail and FMCG just as radically as the cloud transformed infrastructure ten years ago. Xebia has been helping retailers for years to modernize their infrastructure, platforms, and applications and to implement new technology responsibly. With the AI Content Hub, we’re continuing that evolution.”
From Brand Guidelines to Approved Content
The orchestration layer operates in four steps. In the first step, Ground, teams anchor each piece of content in their own approved product photography, packaging, and brand guidelines. This limits “hallucinations” and ensures the result stays within the brand identity. In the second step, Generate, marketers and creatives use plain language to create product visuals, social media content, campaign materials, email copy, and short videos. His step requires no developer, allowing content to be produced at scale and tailored to each market and channel.
In the third step, Approve, the system automatically checks the material against brand, legal, and quality guidelines. It is then sent to designated reviewers by team and by region. Publication occurs only after approval. In the final step, Deliver, approved content appears in a delivery dashboard and flows from there to the Digital Asset Management (DAM) platform, the e-commerce environment, and the content management system.
The platform seamlessly integrates with the cloud and AI ecosystems of Google Cloud, AWS, Microsoft, IBM, OpenAI, and Anthropic. Xebia AI Content Hub is now available worldwide for retail and FMCG organizations. For more information and to request a demo, visit the Xebia website.
