Market context

Scope: Research & insight > positioning, strategy & TOV > brand system and guidelines > website. 
Sector: Retail advertising / AI

Upp.ai is an AI-powered retail intelligence platform that harnesses inventory insights to automate advertising decisions in real time for brands on Google Shopping. The technology integrates disparate data from advertising, operations, market trends, and influencers, then applies AI-driven decision-making to help retailers enhance ROI and reduce wasted ad spend.

The platform operates with both precision and scale, analysing over 85 million SKUs, each with 120 unique data points, resulting in more than 7 billion analyses per day. Upp.ai leverages advanced AI and machine learning to automate Google Shopping campaigns by grouping SKUs, allocating the optimal ROAS budget, and calculating break-even points and contribution margins to drive profitable sales.

Challenge

Our challenge was to bring Upp.ai's retail intelligence platform to life.

Upp.ai competes with digital agencies that manage paid marketing campaigns for their clients on platforms like Google Shopping. However, Upp.ai discovered that 40% of Google Shopping ad spend generates no revenue at all, leading to sub-optimal performance.

To differentiate it in this highly competitive space, Structure positioned Upp.ai’s intelligence as unrivalled—something neither digital agencies nor individuals can match, thanks to its operational precision and scalability. Upp.ai delivers truly game-changing results, driving both revenue growth and profitability for the eCommerce retailers who use it.

Creative response

The creative concept reflects Upp.ai's focus on optimising ad performance through inventory management. By analysing hundreds of data points for every product it handles, Upp.ai drives performance-led decisions.

Creative Execution:
We designed dynamic plinths to represent how Upp.ai works across a retailer's inventory, elevating specific products based on various data points, such as weather, product availability, and more.

The Plinths:
Throughout the creative, the plinths serve as a consistent design element, symbolising the data that underpins each product—whether it's operations, market trends, influencer impact, and so on.

Each plinth showcases a single product, moving up or down to visually represent how the algorithm continuously prioritises certain products based on the gathered data.

Additionally, these plinths are integrated into the overall identity system: as abstract 3D patterns that symbolise data, and as abstract 2D patterns that add texture to photography.

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