Razorfish Unveils the Razorfish Beta Lab and Its Suite of AI Tools

Marketing transformation leader Razorfish today announced the rollout of the Razorfish Beta Lab, a thought leadership and innovation hub of people and products that explores the intersection of new ideas and technologies.

The Razorfish Beta Lab focuses on executable, brand-safe generative AI use cases, taking a practical and actionable approach to this often-hyped technology in two core areas: content creation and experience building.

“In this rapidly changing world, the new UI is language,” said Cristina Lawrence, EVP of consumer and content experience at Razorfish. “For the first time, we can truly talk to machines in our own words, not through drop-down menus or code. This marks a profound shift in how we interact with technology and opens entirely new expressions of creativity — that is, how we tell stories, design compelling experiences, and engage with audiences in more meaningful, innovative ways.”

The Lab’s first tentpole offering is Razorfish’s Virtual AI Content Studio, a distributed content model combining digital, visual effects, and next-gen creative production, helping clients solve production challenges and scale asset development. Since its creation, it has enabled the agency to produce content solutions in a flexible ecosystem, maximising outputs to clients’ use cases. A key contributor to Razorfish’s 2024 Most Innovative Agency recognition from Campaign US, the studio is campaign, client, and category agnostic.

The Lab’s second tentpole offering is the Razorfish Conversational Intelligence Platform (CIP), a space to prototype, develop, and host custom generative AI-driven conversational experiences for brands at scale. By combining diverse data sources — from market research to partner APIs — these conversational experiences guide consumers throughout their brand journey, offering engagement opportunities and helping them find the information they need.

“Generative AI is completely redefining how we live our digital lives,” said Josh Campo, CEO of Razorfish. “It is actively changing people’s perceptions and expectations of everyday technology and the brands they love. From how brands engage to how they meet consumer needs, the Razorfish CIP helps to build deeper connections with audiences by transforming the consumer experience.”

The Razorfish CIP has delivered successful use cases on the creation of custom persona chatbots that mirror target audiences. Using a capability called SEED (Synthetic Environment for Engagement and Dialogue), which serves as a virtual focus group, these custom-built AI chatbot personas can respond to a person’s questions in a conversation format. Marketers can then analyse the perspectives from these AI-generated versions of hard-to-reach audiences to better inform their strategies when formulating brand experiences. Razorfish targets 90% or higher alignment between the synthetic outputs and live research results.

“While it can accurately portray any audience due to its topic customization, the real magic happens when the personas communicate with one another,” said Lawrence.

The Razorfish Beta Lab encompasses four additional supporting offerings:

• The Innovation Incubator provides a space for pilots and proofs of concept based on brands’ AI use cases.
• Custom Agent Creation & Management involves the hosting and implementation of chat experiences, recommendation engines, and brand concierges via the CIP.
• Data Insights & Management helps brands get the most out of their AI experiences through data-powered creative tests, data tagging, governance, and more. It includes Razorfish's R-Index data measurement solution, announced in June in collaboration with Google Cloud.
• Strategic Consultative Services range from AI 101 workshops to in-depth, platform-specific trainings.

Find more information on the Razorfish Beta Lab here.