Global digital agency, DEPT partnered with social media management platform, BIGR Social, to develop an AI-powered mobile application aimed at small businesses.

The Melbourne office of DEPT will be at the helm of this project, leveraging its expertise in digital product design and understanding of AI technologies.

The mobile application, which launched in early access in May 2024, uses AI to automate social media management. It analyses a business's existing online presence and generates personalised posts, complete with captions, images, and hashtags, scheduled for optimal platforms, days, and times.

"We are excited to work together to bring BIGR Social's vision to life with what feels like the perfect partners in AWS and DEPT,” said BIGR Social CEO, Chris Smith. “Their shared commitment to fostering innovation and driving digital transformation has been an incredible start to our digital product journey."

The AI within the app adapts to the tone of voice of each business, based on information it learns from the business website and existing social posts. In the initial stage, the AI will not generate any visual content, instead using images that already exist on the business website or socials, or prompting owners to take images similar to an example it provides.

"We are so thrilled to be a part of this exciting project," said Senior Account Director of Digital Products at DEPT, Chris De Vere. "Our team thrives working at the forefront of emerging technology and I can’t wait to see how BIGR Social is going to revolutionise social media marketing space for small and medium businesses."