Meet Startup @TW

Dipp, with Its AI-Driven Platform, Wants Human Designers to Focus on the Creative Work

蔡仁譯攝

An AI-powered designer is saving you from the tedious work as a social media manager such as cropping and resizing advertisements into different shapes and sizes.

Named Massimo, it allows brands to automatically generate visual marketing materials across various platforms. With its help, B2C platforms and online shopping sites can strike a better balance between cost, time, and lifespan of ads.

Dipp is the startup behind Massimo. Formerly based in New York, it has relocated to Asia to explore this fast-growing e-commerce market. By comparison, the growth of its American counterpart has been slowing down.

Co-founder and CEO Jennifer Chen had lived in New York since childhood and was educated in the School of Visual Arts with another co-founder Mikhail Abramov. When asked about the decision to lead the team to Taiwan, she revealed that Taiwan indeed wasn't her first choice. But after considering factors like quality of life, technological capabilities, and resources for startups, she still made up her mind to move her business to this island.

Generating a massive amount of marketing materials in three steps

Changing and adding pictures of products on the website is what most medium-sized e-commerce brands need to do on a regular basis, but this task can be highly repetitive and time-consuming.

Dipp guides brands to use the best font and color palette and place texts and pictures in the best position in their designs so as to maximize the impact of marketing. To do so, they collect and analyze various data from social media platforms, including the numbers of likes, shares, and comments below posts.

Users can upload graphics and texts to Massimo, which will then generate pictures in different sizes and formats to be posted on Facebook, Instagram, and Google.

According to one of dipp's videos on Youtube, this can be done in three minutes while a human designer needs more than 30 minutes to achieve the same result.

Helping human designers focus on the creative work

Until today, the startup has successfully improved the sales performance of 250 brands, among which 70 percent are e-commerce companies.

Having run numerous proof of concepts since the demo day of the app, the team discovered two potential partners: advertising agencies whose staff doesn't include graphic designers as well as small and medium businesses on a tight budget.

Now, dipp mainly targets small business owners. However, they won't enjoy the advantage of this service without a steady need of visual materials. Chen also said some of them hope dipp can replace designers to create more beautiful pictures.

There are two different payment plans available for companies. Early-stage brands can purchase a certain number of designs based on their need while digital marketing professionals and brands that are steadily growing can subscribe to create unlimited amount of pictures.

In the future, dipp plans to provide ads across more marketing platforms like LINE and Yahoo. Chen said this advertising automation solution isn't created to take the job opportunities away from designers; instead, it seeks to become the their best assistant and enable them to concentrate on the creative work.

Reference

Bryan Chou
Journalist & Global PR

Bryan Chou is a writer, a translator, and a journalist for Business Next. The year he spends in NTU student press as an editor is the beginning of his writing journey. After the internship experience in a Taipei-based startup, he starts to write about innovative tech and entrepreneurship while keeping abreast of the changing social and political landscape on a global scale.

He has received his BA in Foreign languages and literatures from NTU and traveled extensively around Europe during his one-year stay in Prague, learning about the history and culture of the region from local people. Currently based in Taipei, he hopes to present the best of Taiwan to the world.