Artificial intelligence is changing how marketing teams plan and produce content. Google’s new experiment, Pomelli, sits in the middle of that shift. It promises to read a company website, learn the brand’s look and voice, and then generate editable campaign assets that stay consistent with that identity. For Indian marketers balancing speed, scale, and scrutiny, the practical question is how to adopt a tool like this so work gets faster while tone, facts, and compliance stay intact.
Pomelli is an AI marketing assistant from Google Labs and Google DeepMind. It is positioned for small and medium businesses and works in three steps. First, it analyzes a business website to infer a brand profile that captures elements such as tone of voice, color palettes, fonts, imagery and common phrasing. Second, it proposes campaign ideas that match the inferred brand identity, or accepts a user goal to steer the direction. Third, it generates editable marketing assets such as social posts, ads and banners that follow the brand cues it learned. The current public beta is in English and available in the United States, Canada, Australia and New Zealand. Google describes Pomelli as experimental and notes that it will evolve based on feedback. Although Pomelli is not yet available in India, the problems it addresses are universal, and the workflows it encourages are already familiar to Indian teams that mix internal content studios with agency partners.
A growing body of brand research has linked consistency with commercial outcomes. Multiple studies from brand management platforms report that a clear and consistent brand presentation can contribute to a revenue lift in the range of 10 to 20 percent. The same research families report that roughly three in four organizations encounter off brand content as production ramps up, and that a large majority continue to increase the volume of content they produce each year. For teams that feel these pressures, a system that learns brand rules and applies them across assets is attractive, provided that guardrails stay strong and review remains in human hands.
What Pomelli actually does in practice
Pomelli uses the public face of your brand as its starting point. When you provide a website, it scans copy and images to form what Google calls a Business DNA. It then synthesizes that DNA into creative directions, and finally assembles on brand assets that you can edit and download. In a typical session, a small business might enter its site, choose a goal such as a seasonal sale or a product launch, and receive a set of posts and display ad mockups that reuse the same voice, color palette and visual rhythm the brand already uses. Because the assets are editable, the workflow supports a human in the loop model that most enterprise and regulated categories prefer. The model drafts. The brand team decides.
The Business DNA idea matters because brand identity is a bundle of small decisions. A consistent way to describe the product. A recognizable rhythm in sentences. A limited set of colors and fonts. A visual style for photography and illustration. When those patterns are learned and reused, audiences recognize a brand across channels more quickly. When they fragment, recall weakens. This is why marketers keep returning to the connection between consistency and outcomes. Even if the exact lift varies by category, the pattern is stable enough that brand fit has become a standing item on CMO dashboards.
Voices from India on outcomes and responsibility
Indian marketing leaders tend to frame AI adoption in terms of outcomes and trust. Sachin Sharma, Director, LinkedIn Marketing Solutions, India, puts it plainly. “You have to prove that there is a return on whatever is being invested in marketing. You should be able to show short term and long term gains.” That is the context in which a tool like Pomelli will be judged. It has to shorten production cycles, improve recall and reduce off brand edits, not just create more outputs.
Santosh Singh, Executive Vice President and Global Head of Marketing and Business Excellence at Tata Technologies, urges teams to see generative systems as collaborators. “Today’s marketers should treat generative AI as a friend. It would not replace marketers, but upskill them.” The message is pragmatic. Use the machine to accelerate the work, and keep creative judgment and brand nuance with people.
Responsibility is the other side of the equation. During his tenure as chair of the Advertising Standards Council of India, Partha Sinha highlighted the need to deploy technology and AI to monitor errant advertising, combined with preventive measures that let honest brands move faster. The same stance applies to AI generated content. Design controls into the process. Do not bolt them on later.
How to create on brand content with an AI assistant
Teams that succeed with AI generated brand content tend to prepare before they press generate. A practical playbook is emerging that works whether you use Pomelli or a similar system.
Keep a living brand kit
Move the essentials into a single, machine readable source of truth. Include a one line proposition, tone of voice rules with good and not good examples, logo lockups, color palettes with hex codes, approved fonts and basic image guidelines. Add a short glossary of product names, legal names and non negotiable facts. A tool that builds a Business DNA will learn better if the public signal is consistent and the private reference is tidy.
Publish brand facts
Retrieval augmented content works best when core claims are explicit. If your sector changes prices or policies often, consider a small public facts block or page with product names, plan tiers, fees, dimensions, warranty terms or service windows. Add a small facts as of note with a date and refresh it routinely. This reduces drift when models extract and assemble answers in your voice.
Design in blocks
Define reusable content blocks for product cards, value props, social hooks, lists of steps, proof points and short answers to common questions. For each block, write a golden example in your voice and a few variations. Generators can then remix blocks while staying in character. Editors focus on accuracy and context rather than rewriting from scratch.
Put humans at the right checkpoints
Automate drafts for routine channels such as organic social and lifecycle email snippets. Keep human review for message integrity, pricing or offer claims and cultural nuance. Use a two tier threshold so low risk content moves quickly and regulated or high stakes content gets deeper review.
Localize deliberately
India’s multilingual reality rewards teams that treat language as strategy. Publish in the languages your audience uses, and give tone guidance for each language. For example, assertive in English for product launches, warmer in Hindi for community stories, crisper in Tamil for utility messages. Document those choices so an assistant can apply them consistently.
Make provenance visible
Even before specific labelling rules reach marketing in all categories, add quiet disclosures for AI assisted copy or visuals in sensitive contexts. This helps preserve trust when content is reposted and aligns with the direction of travel on synthetic media policy.
Measure brand fit alongside clicks
Track a few signals that show whether AI is helping you stay on brand. Share of voice on key phrases. The ratio of approved to edited copy in review. Error rates on brand terminology caught by QA. Over time, look for a correlation between higher brand fit, shorter production time and steadier performance.
Where AI helps the most right now
Marketers who have piloted AI assisted brand content report clear wins in four areas.
Speed to first draft
Turning a product brief into three on brand post options now takes minutes. Editors spend their time choosing and polishing.
Volume with control
Seasonal or regional campaigns that used to over stretch design can scale with consistent blocks and color rules baked into templates. The look stays familiar even as the number of assets grows.
Evergreen updates
Support pages and FAQs that follow a standard pattern stay current with less manual effort when backed by a clear facts source. This reduces the risk of outdated claims being copied into new assets.
Creative testing without voice drift
Tools can vary hooks, layouts and calls to action while preserving tone. That allows useful experiments without fragmenting the brand.
Limits and risks to manage
AI is not a substitute for strategy. It reflects your inputs. If your website mixes voices, uses inconsistent labels or buries facts in images or PDFs, a Business DNA will learn noisy signals and carry those forward. If your content relies on imagery that does not reflect the people you serve, generated variations will mirror that gap. If your process lacks a review step for pricing or regulated claims, you can move faster in the wrong direction.
Adoption also comes with access and coverage constraints. Pomelli’s public beta is not yet available in India at the time of writing. Teams here cannot directly run India focused campaigns through it. That said, the preparation work is market agnostic. A clean brand kit, structured facts, reusable blocks and review thresholds will benefit any assistant you adopt when it becomes available in your market.
Finally, success still rests on proof. Indian CMOs repeatedly stress that investment follows results. Pilots that show shorter production cycles, steadier recall and fewer off brand edits will earn more headroom than pilots that only increase output volume. That is why measurement frameworks now include both performance and brand fit. The aim is to show that automation improves speed without eroding identity.
What this means for 2025
The direction is steady. AI assistants will get better at learning voice and assembling assets. Brands that set strong inputs and review checkpoints will ship more consistent content, faster. Those that skip the groundwork will chase errors. Indian leaders consistently describe the right balance. Use AI to accelerate production and iteration. Keep outcomes and trust as the measure. Place responsibility with people.
Disclaimer: All data points and statistics are attributed to published research studies and verified market research. All quotes are either sourced directly or attributed to public statements.