Content creation and approval platform Otterfish officially launched

Otterfish, a content creation and approval platform, has officially launched and is set to be a game-changer for brands, agencies and content creators everywhere.

On Tuesday, March 28, a group of interested parties and influencers gathered in Ponsonby, Auckland, to witness the launch of this cutting-edge content creation approval platform.

Otterfish CEO Brooke Howard-Smith, Founder of talent management company WeAreTENZING, says the current brand-talent-agency model is not cost-effective for all parties involved, and believes that Otterfish has the potential to be “completely disruptive” in the industry.

“It’s been daunting getting the AI ready, making sure the software is world class but seeing people reactions when the AI does its thing has been worth it!” Brooke says.

“Having so many of the best agencies in the room was a testament to how curious the industry is about AI and how it’s going to be used in marketing. I am so excited about seeing the app out in the wild, we’ve already had a couple of New York agencies approach us about getting on board.”

The platform is designed to help teams streamline the content approval process and ensure that all content created is consistent with brand guidelines and legal requirements.

In its current form, Otterfish offers a range of features such as customisable approval workflows, content sharing and collaboration, version control, and analytics to track content performance. The platform is designed to be user-friendly and can be integrated with other content creation and management tools.

Attendees at the launch were impressed by the platform’s use of AI, which reads the brief and helps the content creator generate ideas, keywords, and hashtags that will drive campaign success.

The AI can also create captions based on the provided concept and has been trained to have a clear understanding of a brand’s aesthetic and tone.

In the second phase of the platform’s development, Head of Product Tushar Mehta says the use of AI will allow for much more.

“Futureverse is building a large language model of our own that will be far more aligned with our goal of AI that you own, train and can monetise. Imagine an AI that knows everything about your brand including internal guidelines and communication. An AI that’s been trained on your past feed and future planning.

“Your Otterfish creative assistant will understand your visual and written styles, and be able to suggest genuinely personalised content. And for brands it will literally be a living thinking brand guide.

“The future is democratised AI and we are proud to be leading the way for agencies, brands and creators.”

Otterfish is optimised for both mobile and desktop, making it accessible to influencers of all ages and levels of experience.

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