September 23, 2023

Earlier than founding dipp, Jennifer Chen and Mikhail Abramov spent 15 years working as artwork administrators in New York Metropolis. Throughout that point, Chen says they realized that the advertising, gross sales and design course of have stayed the identical, regardless of new expertise and instruments being launched to the market, and is usually riddled with bottlenecks.

“Salespeople have gross sales wants, they impart with the advertising workforce after which as soon as the advertising workforce has a route they temporary a designer, then the designer goes again to the marketer, after which the marketer goes again to the designer,” she stated. “There’s that vicious cycle that slows down all the course of as a result of no person understands the wants and workflow of the opposite division.”

Dipp was launched three years in the past to automate a lot of that workflow, and permit advertising and design groups to collaborate extra successfully, whereas specializing in their very own efficiency metrics. For instance, if a advertising workforce desires to replace a value on their advert, all they should do is enter it right into a spreadsheet as a substitute of asking a designer. The Taipei-based startup lately raised $1.5 million in seed funding from buyers together with SparkLabs Taiwan, Palm Drive Capital and content-tech unicorn Tezign, and can launch generative AI-powered options quickly.

To make use of dipp, manufacturers first arrange a model guideline with data together with fonts, colours and format (or they’ll add an Adobe Photoshop file). That knowledge is then became a dipp file with every thing remaining editable. Then costs and different data for advertisements are uploaded right into a spreadsheet, with every row representing a product, so visible belongings will be edited in batches. This helps advertising and design groups sustain with the huge quantity of visible content material that’s wanted to promote on-line—Chen stated manufacturers sometimes generate 300 to 500 photographs at a time, which dipp will help them do in minutes.

dipp's team

dipp’s workforce

The manufacturers dipp works with are sometimes Fortune 500 corporations in attire and wonder promoting a lot of merchandise, or upwards of 500 SKUs. They’ve excessive product rotation charges, typically with weekly launches of 20 or extra merchandise, and promote on three or extra marketplaces, alongside social media promoting campaigns. Chen says most have giant gross sales and advertising groups, however a scarcity of designers. Its clients embody Levi’s, Estée Lauder and Rakuten. Dipp additionally works with e-commerce enablers, or businesses that assist manufacturers distribute merchandise throughout a number of channels.

Since its launch, dipp has primarily centered on Taiwan, however is increasing into Southeast Asia, with new purchasers in Singapore, the Philippines and Thailand. Dipp began in New York, however the workforce determined to maneuver to Taiwan after stepping into Taipei-based accelerator Appworks due to the market potential it noticed in Asia.

For instance, manufacturers right here maintain a excessive variety of gross sales promotions. “All year long, it’s not simply Black Friday or Christmas, there’s a sale each month,” Chen stated. “There’s a busy season beginning in June that goes all the way in which to Chinese language New 12 months.”

By way of competitors, Chen says potential clients typically ask how dipp is completely different from Rocketium, which helps artistic groups construct very giant advertising campaigns. Chen says dipp differentiates by specializing in e-commerce as a result of manufacturers in Asia typically promote by a number of on-line channels on the similar time, together with PC Residence, Momo, Shopee and Lazada. Every market has its personal distinctive pointers for visible content material, together with file sizes and dimensions. That data is embedded into dipp’s platform, so manufacturers can automate their advertisements to suit completely different necessities.

Dipp is now engaged on integrating generative AI into its platform to assist tackle gaps between advertising and design departments. For instance, it is going to enable entrepreneurs to make use of prompts to generate photographs as a primary draft of concepts to current to designers. It additionally automates the method of reviewing designs, or checking particulars like character restrict and formatting to satisfy the necessities of various marketplaces and social media platforms.

Dipp’s new funding can be used for workforce enlargement, particularly in its R&D and enterprise departments.

In an announcement, Palm Drive Capital founding accomplice Seamon Chan stated, “With world enterprise capital investments in generative AI reaching US$1.7 billion within the first quarter of this yr, we’re thrilled to assist dipp in enhancing their e-commerce resolution with AI capabilities. As the corporate has validated its worth proposition in Taiwan by providing a much-needed resolution to the multichannel e-commerce operation of world manufacturers, we’re optimistic that this resolution will deliver disruptive influence on e-commerce working workflows by the APAC area.”