£0.5m
InvestedIDHL Labs is a group-wide investment to develop proprietary platforms, tooling and training.
IDHL Labs
Turning AI into something useful
IDHL Labs is about turning AI into value, creating products and processes that deliver real benefits for our clients and teams.
We connect live data, AI models and tools, and expert judgement to improve how work is planned, how decisions are made and how performance improves over time.
Backed by a £1.5m investment, Labs operates across strategy, creative, development, performance and operations, actively strengthening how we work and what we deliver for our clients.
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Live platformsAI-powered systems developed in-house to improve how we understand performance and how we enhance creative over time.
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Platform toolsConnected modules within our Intelligence and Campaign Platforms, each designed to perform a specific role within a wider system.
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Specialists enabledTeams across strategy, creative, performance and technology supported by Labs in day-to-day delivery.
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Disciplines, One SystemApplied across strategy, creative, performance, development and operations, bringing more consistency to how work is improved.
Focused on better commercial outcomes
At the centre of IDHL Labs are our two unique in-house platforms. Designed around the needs of our clients to understand and improve their digital performance.
Labs Intelligence Platform
A proprietary AI platform for faster, clearer decision-making
Labs Intelligence Platform (IP) is an AI-powered platform that gives IDHL clients a connected view of digital performance, visibility and market context, so teams can see what is changing, where gaps exist and where to act.
Instead of working across multiple dashboards and reports, it brings everything into a structured view. That makes it easier to understand what’s actually happening across channels, how different factors connect and where performance is being lost or under-realised.
The result is clearer visibility, faster insight and a more direct path to improving commercial performance.
A connected system
Labs IP combines live and historic performance data with AI models and machine learning in a single environment. It monitors change, identifies patterns and highlights gaps in visibility, performance and coverage that would otherwise be missed.
Each component plays a specific role, but the value comes from how they work together. Performance data, visibility and market context are combined to form a complete picture, making it easier to diagnose challenges, identify where to act next and focus effort where it will have the most impact.
This turns insight into action, and action into ongoing performance improvement over time.
What Labs Intelligence Platform delivers
Clear drivers
Faster, more reliable diagnosis of what is driving results.
Connected insight
A connected view of performance, demand and competitive context.
Impact‑led priorities
Clear prioritisation based on likely commercial impact.
Opportunity spotting
Earlier identification of new opportunities.
Decision confidence
More confident, evidence-led decision-making across teams.
Labs Campaign Platform
A proprietary AI platform for improving creative performance
The Labs Campaign Platform (CP) uses AI and machine learning to create a structured way to test, learn and improve performance creative over time.
It helps teams understand which ideas are working, how different formats and audiences respond and where performance is coming from. Instead of campaigns being treated as isolated outputs, creative is approached as something that can be tested, compared and improved with each iteration.
This makes it easier to move beyond instinct or one-off results, and towards a more consistent, informed approach to creative development that aligns with media platforms evolving requirements and expectations.
A system where learning builds over time
Led by the Labs team at Vervaunt, Labs CP connects creative, performance data and AI-led analysis into a single system. It compares results across campaigns, audiences and formats, identifying patterns that inform what should be tested and produced next.
Over time, this creates a rock-solid foundation for decision-making and a more efficient way to improve performance. The effect is cumulative, with each cycle building on the last rather than starting fresh.
What Labs Campaign Platform delivers
Winning ideas, faster
Faster identification of high-performing creative directions and concepts.
Repeatable testing
A structured, repeatable approach to testing across formats and audiences.
Performance clarity
Clear visibility of what is driving engagement, response and conversion.
Compounding insight
Continuous accumulation and reuse of creative learning.
Performance that builds
Stronger campaign performance as learning compounds over time.
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Creative production, driven by performance
Our AI Creative Production capability builds on the Campaign Platform, using performance data and creative learning to output AI-generated assets at scale.
From rapid concept development to large-scale variation and testing, it helps teams create more, learn faster and improve results with each iteration.
Group Technology Director, Jonathan Healey
“We’re not trying to compete with companies like OpenAI or Microsoft. What's exciting for us is how we can use the best models, layered with our own data and intelligence, to build tools that have a real commercial impact.
We use our in-house experience and technical capability to develop AI-powered platforms and systems, bringing multiple technologies together and connecting them into the wider IDHL ecosystem. That’s what allows us to create some very cool products, specifically designed around how we work and what our clients actually need.”
News & insights
- Insight
Luxury Trends 2026: The Four Shifts Redefining Value
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Introducing Lens: your automated eye into market analysis
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Reverse commerce: Putting reduce, reuse, recycle at the forefront of your brand
- Insight
What health & beauty consumers really want in 2026: Four trends redefining brand strategy this year
- Insight
How to design your future-proof eCommerce roadmap
Experts at making AI earn its keep
If you’re exploring AI, IDHL Labs can help you move from experimentation to everyday use, with the right guardrails in place.
FAQs
IDHL Labs is how we apply AI across our business. It brings together proprietary platforms, connected systems and specialist teams to improve how we plan, create and optimise.
Most tools are widely available. The difference is how they are connected, what has been built around them and how they are used in real delivery. We take the best of each relevant LLM or AI product and combine them to create something infinitely more powerful.
Yes. The Labs Intelligence Platform and Labs Campaign Platform are built in-agency and designed to work alongside wider tools and data sources.
It helps us understand what is changing across performance, visibility and market context, and where to act next.
It helps structure creative testing, capture learning and improve campaign performance over time.
It leads to clearer decisions, faster optimisation, stronger creative and less wasted effort across campaigns and channels.
No. Specialists remain responsible for strategy, judgement and quality. Labs strengthens how they work.
No. Labs supports strategy, creative, performance, development and broader optimisation across digital.