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Forex and CFD broker Blueberry has launched a new brand platform produced almost entirely using generative artificial intelligence, marking a significant shift in how financial services companies approach marketing campaigns.
The "Make Your Move" campaign represents one of the first comprehensive uses of AI technology across all production stages in the forex industry, from concept visualisation and script development to visuals, audio design, and post-production.
Adam Terrey, Creative & Brand Director at Blueberry
Adam Terrey, Creative & Brand Director at Blueberry, spearheaded the project, leveraging AI capabilities to mirror the speed and innovation that characterises modern trading environments.
“For a fintech built with speed and innovation at its core, not embracing generative AI was never an option for this project. The team pushed technology to its limits to show the craft of trading at its highest level.”
~Adam Terrey, Creative & Brand Director at Blueberry
The production process presented unique challenges that required extensive human oversight despite the AI automation. Jeff Mimery, Head of Product and Creative, noted the technical complexities involved in maintaining consistency across AI-generated content.
Jeff Mimery, Head of Product and Creative at Blueberry
"Some of the biggest challenges in AI right now are keeping characters stable, environments coherent, and narrative flow intact. What surprised us was how much more human input and problem-solving the process demanded, not less. The better the AI gets, the more important the human element becomes."
~Jeff Mimery, Head of Product and Creative
Terrey drew parallels between the AI production workflow and market dynamics, describing both as unpredictable and volatile environments requiring constant adaptation.
"The way the process and workflow mirrored the markets was uncanny, unpredictable, volatile, and constantly evolving. It demanded total commitment to a plan, but also the adaptability to rewrite it at every step."
~Adam Terrey, Creative & Brand Director at Blueberry
The campaign centres on precision execution, competitive spreads, and continuous support services. Blueberry is a globally recognised forex and CFD broker serving clients worldwide through digital platforms and trading technology.
Nadav Linden, Head of Marketing at Blueberry
Nadav Linden, Head of Marketing at Blueberry, positioned the campaign as part of broader industry innovation trends, where technology adoption extends beyond trading platforms into marketing communications.
"This campaign is as much about innovation in marketing as it is about innovation in trading. Just as traders use technology to gain an edge, we are leveraging AI to connect with them more effectively and authentically."
~Nadav Linden, Head of Marketing at Blueberry
The campaign launched globally on 16th September across Blueberry's website, social media channels, and digital advertising platforms. The AI-powered approach enables rapid customisation for different regional markets and trading demographics.
