The Innovation Chapel launches Amanda AI in Australia

Paige Murphy
By Paige Murphy | 8 December 2020
Jonas Lembke and Ben Taylor.

Amanda AI, an artificial intelligence platform that automates digital marketing for advertisers, has launched in Australia.

The company, which was created in Sweden almost three years ago, reportedly optimises Google search and shopping campaigns by applying machine learning software.

The Swedish-based arm of Amanda AI has undertaken campaigns for Hertz, Xerox, Logitech, Jaybird, Gina Tricot (fashion) and Atea (IT solutions).

The Amanda AI business works by undertaking an exploratory audit for any company that runs search marketing and gives access to a self-service model.

It focuses on working with retailers and other businesses which have large product sets and need to manage the “long tail” of their product catalogue.

Amanda AI automatically indexes customers' pages and picks up information about, for example, URLs, products and words, and enters the information into a data model.

That data is then fed into the Google keyword bidding program and reportedly optimises paid media campaigns.

Technology design studio The Innovation Chapel has partnered with Amanda AI to bring the company to Australia.

“Humans aren’t equipped for long tail optimisations,” The Innovation Chapel managing director Ben Taylor says.

"We are fixing the problem of managing the Google marketing platform by providing an AI-based approach to keyword optimisation and search marketing.

“If you are a fashion retailer with ten brands with twenty different products in three different colours and three different sizes, then that is over 140,400,000 possible bids you will need to make in broad, phrase and exact keyword matching across all demographics and other variables.”

Amanda AI calculates, based on the probability of a consumer undertaking a transaction online, what price a company should pay for the click, defines its target audience, and adjusts bid prices for future ad spend.

Taylor says digital ecommerce has exploded this year amid the pandemic.

He claims Amanda AI aims to improve the effectiveness of paid advertising.

“Google ads used to be a channel surrounded by a lot of administration and was difficult to get profitable in a low-margin industry,” Taylor says.

Taylor is an advertising and media industry veteran, who has previously worked in strategy roles in the UK and Australia.

His business partner in Sydney is Jonas Lembke, who has held senior creative director roles in the advertising industry, including BBDO Proximity in the Nordics region.

The Innovation Chapel is a technology and design company based in Stockholm and Sydney that innovates new products, services and customer experiences for organisations such as Westpac, Nespresso, fashion retailer Thernlunds and electronics manufacturer Elko.

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