Integrated security provider, Certis Australia, has launched its first-ever AI-assisted brand campaign, highlighting the growing need for Australian businesses to adopt technology-powered operational solutions to optimise their processes amidst rising costs.

The new campaign, titled 'WIRED', marks a shift for Certis from being a traditional security solutions provider to a provider of a full range of operations-technology for partner-clients across government, health, aviation, logistics, transportation, construction, and retail.

The 'WIRED' campaign was created with the assistance of AI, which was used at the ideation stage and co-generated the final creative assets. The campaign visuals underwent several rounds of fine-tuning and human prompts to achieve the desired outcome.

Certis Australia Head of Sales, Marketing and Communications, Tom Mander, said: "'WIRED' represents our ambition to be recognised as a leading integrated solutions provider in the operations sphere. As a fast-evolving company, this campaign showcases our expertise and experience in delivering innovative and cost-effective technology-led operations solutions tailored to meet our customer’s needs. 'WIRED' defines the narrative and vision of our current and future aspirations."

Mander highlighted the need Certis Australia's marketing team to adapt to new technologies in order to work efficiently with AI. "Like how other parts of the business are upskilled in new technologies, we too as marketers need to acquire the right capabilities and expertise for the creation of better campaign tools such as messages, copy and imagery. We look forward to seeing the results and hearing feedback on ‘WIRED’ as we progress in the market."

The campaign was first rolled out in Singapore and has been launched across Australia this month. Certis, incorporated in 2004, is headquartered in Singapore, with an international presence extending to Australia, Qatar, Hong Kong, and Macau.