Google Pomelli: Brand identity and AI-driven automation

Anyone who has managed a design system knows that the real challenge isn’t just the initial concept, but the scale: ensuring every asset, from an Instagram post to a campaign banner, shares the same essence. This is the context behind Pomelli, the new tool developed by Google in collaboration with DeepMind.

Unlike other generative models that work in isolation, Pomelli operates using a brand’s digital ecosystem as its starting point. It doesn’t aim to replace creative vision; it aims to systematise it.

Pomelli is an AI specifically designed for marketing and content design. Its core functionality is based on extracting what Google calls “Business DNA”.

The technical process is straightforward yet effective: the tool analyses a specific URL or brand files to identify its fundamental building blocks:

• Visual Identity: It identifies colour palettes, typography, and logo usage.
• Art Direction: It detects image treatments, grain, lighting, and composition styles.
• Brand Voice: It analyses messaging structure and tone to ensure the copy feels authentic.

Based on this analysis, Pomelli suggests campaign concepts and generates graphic assets, social media posts, banners, ads, that automatically adhere to the brand’s established aesthetic.

The true value of this tool lies not just in generation, but in its capacity for adaptation. It allows designers to perform fine-tuned adjustments on the AI’s proposals:

• Ideation: It generates drafts based on specific objectives, such as promotions or seasonal launches.
• Asset Production: It creates versions in various formats and sizes, respecting the detected visual hierarchy without the need for manual resizing.
• Refinement: It allows for editing copy, swapping images, or adjusting framing before the final export.

While its ease of use makes it ideal for small businesses seeking autonomy, for the design professional, Pomelli serves as a powerful tool for prototyping and scalability. It allows us to quickly validate how a brand lives across multiple platforms without having to execute every single piece manually from scratch.

Visual consistency across all channels remains one of the greatest challenges in contemporary design. Tools like Pomelli are a clear example of how technology is pivoting towards understanding brand systems to facilitate the day-to-day of creative production.

If you want to dive deeper into how these tools are reshaping the industry, take a look at our Online Master in Generative Artificial Intelligence for Creatives.