£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 converting AI into value by creating products and processes that deliver real benefits for our clients and teams.
We connect live data, AI models and tools, and expert judgment to improve work planning, decision-making, and continuous performance enhancement.
With a £1.5m investment, Labs operates across strategy, creative, development, performance, and operations, actively strengthening our workflows and client deliverables.
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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 from strategy, creative, performance, and technology supported by Labs in daily execution.
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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 heart of IDHL Labs are our two unique in-house platforms, designed to meet client needs for understanding and improving digital performance.
Labs Intelligence Platform
A proprietary AI platform for faster, clearer decision-making
Labs Intelligence Platform (IP) is an AI-powered tool offering IDHL clients an integrated view of digital performance, visibility, and market context, so teams can track changes, identify gaps, and know where to act.
Rather than juggling multiple dashboards and reports, it consolidates everything into a structured overview. This simplifies understanding what’s happening across channels, how factors interrelate, and where performance is lost or underutilized.
The outcome is clearer insight, faster understanding, and a more direct route to enhancing commercial results.
A connected system
Labs IP merges live and historic performance data with AI models and machine learning in one environment. It tracks changes, spots patterns, and reveals gaps in visibility, performance, and coverage that might be missed otherwise.
Each part has a specific role, but the value lies in their collaboration. Performance data, visibility, and market context combine to form a full picture, easing issue diagnosis, pinpointing where to act next, and focusing effort where it’s most impactful.
This turns insights into action, and action into ongoing performance gains 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 prioritization 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) employs AI and machine learning to create a structured way of testing, learning, and enhancing creative performance over time.
It helps teams understand which ideas succeed, how various formats and audiences respond, and where performance originates. Instead of seeing campaigns as isolated efforts, creative work is treated as testable, comparable, and improvable with each iteration.
This encourages moving beyond instincts or one-off results, towards a consistent, informed approach to creative development aligned with evolving media platforms' needs and expectations.
A system where learning builds over time
Led by the Labs team at Vervaunt, Labs CP combines creative work, performance data, and AI-driven analysis into a single system. It compares results across campaigns, audiences, and formats, identifying patterns that guide what should be tested and produced next.
Over time, this builds a strong foundation for decision-making and a more efficient way to improve results. Effects accumulate, with each cycle building on the last rather than starting anew.
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 drives 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 insights to generate AI-produced assets at scale.
From rapid concept creation to extensive variation and testing, it helps teams produce more, learn faster, and improve outcomes with each iteration.
Group Technology Director, Jonathan Healey
“We’re not aiming to compete with companies like OpenAI or Microsoft. What excites us is how we can use top models, enhanced with our own data and intelligence, to build tools that have tangible commercial impact.
We leverage our in-house expertise and technical skills to develop AI-powered platforms and systems, integrating multiple technologies and linking them to the wider IDHL ecosystem. This enables us to create innovative products, specifically designed around our workflows and client needs.”
News & insights
- Insight
Getting to Know the American Redditor: Reddit and Your Digital Strategy
- Insight
IDHL Labs Social Club: Honest conversations about AI
- Insight
AI is Taking Over the Busywork: Implications for Agency Value
- Insight
Your site has more audiences now: Understanding MX and the machine-readable web
- Insight
Why customer journeys are becoming harder to plan around
Experts at making AI earn its keep
If you’re exploring AI, IDHL Labs can help transition you from experimentation to daily use with proper safeguards.
FAQs
IDHL Labs is how we apply AI across our business. It integrates proprietary platforms, connected systems, and expert teams to enhance planning, creation, and optimization.
Most tools are widely available. The difference lies in how they are integrated, what has been developed around them, and their application in actual delivery. We combine the best of each relevant LLM or AI product 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 optimization, stronger creative, and less wasted effort across campaigns and channels.
No. Specialists remain responsible for strategy, judgment, and quality. Labs enhances how they work.
No. Labs supports strategy, creative, performance, development, and broader optimization across digital.