
Small and medium businesses (SMBs) face a unique challenge: limited budgets, scarce marketing expertise, and the constant pressure to stand out online. Google’s new experimental AI tool, Pomelli, aims to level the playing field. It promises to turn a simple website URL into a full-fledged marketing campaign – brand identity included.
Here’s what excites marketing experts:
Speed & scale: Create on-brand assets in minutes instead of days.
Brand consistency at low cost: Even companies without a dedicated designer can generate visuals and copy aligned to their identity.
Lower barrier to entry: With fewer tools, fewer platforms, fewer handoffs, the workflow shrinks.
Here’s a breakdown of the workflow behind Pomelli:
| Step | Description | What it solves |
|---|---|---|
| 1. Brand Profile (“Business DNA”) | You provide your website URL → the tool analyzes fonts, colors, tone, imagery, messaging. | SMBs often skip brand guidelines or do not have formal assets |
| 2. Campaign Ideation | Pomelli suggests campaign themes tailored to your brand; you can also input your own prompt. | Removes blank-page syndrome, cheap brainstorming |
| 3. Asset Generation & Editing |
Currently in public beta for the U.S., Canada, Australia and New Zealand (English only).
Aimed squarely at SMBs—traditionally underserved by big-brand marketing automation tools.
Built via partnership between Google Labs and DeepMind—merging marketing tech with cutting-edge AI research.
Tool convergence: Rather than separate tools for copy, design, campaign planning – Pomelli bundles them.
Brand automation: The “Business DNA” concept automates what would normally take branding specialists hours (fonts + palette + tone).
SMB empowerment: Enables businesses with lean marketing teams to produce high-quality content without huge budgets or agencies.
AI-driven creative workflows: Commercial use of generative AI in marketing assets is becoming a standard, not a novelty.
| Factor | Why it matters |
|---|---|
| Website as sole input | If your website is outdated or inconsistent, the DNA profile may mirror older branding. |
| Beta status | As an experimental tool, expect iterations, changes or feature discontinuations. |
| Manual publishing required | Assets may be created, but you’ll still handle posting and scheduling. |
| Creative uniqueness | While the tool is brand-aware, large scale adoption could lead to some normalisation of look and feel. |
With marketing automation projected to grow and SMBs increasingly expected to produce content at scale, a tool like Pomelli could reshape the marketing stack for smaller organisations. Consider:
Many SMBs lack dedicated designers and copywriters; this bridges the gap.
For companies whose brand identity was loosely defined, automating its capture and application helps consistency.
The time saved can shift from creation to strategy: deciding which campaigns to run, which audiences to target, which metrics to monitor.
If you run an SMB and are juggling content creation, brand identity, and campaign execution all at once – then yes, this is worth a try. The ease of generating consistent, on-brand assets with minimal manual effort is compelling.
Just keep in mind: it’s not a full marketing stack replacement (e.g., scheduling, analytics, performance optimisation) – but it’s a strong assistant for the front end of the process.
For businesses just starting their content pipelines, or those looking to scale without expanding headcount, Pomelli may be a strategic advantage.
Monitor how Google integrates Pomelli into its broader ecosystem (Ads, Workspace, etc.).
Test with a small campaign to see how well the “Brand DNA → Assets” flow works for your brand.
Focus on refining website content first – since Pomelli builds off your live site.
Budget for asset performance review: AI generation is only half the story; optimisation comes from data.
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