Liquid Death refines AI marketing platform with 17 Omega updates in three weeks
Liquid Death has updated its proprietary AI marketing platform 17 times in the last three weeks through work with Power Digital Marketing. The updates let the brand optimize retail media campaigns daily and aim to manage a sizable media budget with just two in‑house staff.
Power Digital’s ecosystem combines an intelligence layer called Iris, an operating system named Omega, and a creative intelligence layer dubbed Creative Affinity. Liquid Death’s team can now query revenue and media data through a unified interface, eliminating the need for separate Slack messages or manual queries. The platform enables daily adjustments to ad spend and creative, a shift from the previous twice‑weekly or weekly review cadence. The system does not require additional licensing fees beyond the agency’s existing service agreement, according to Vatere.
“On a pretty sizeable budget, how can I operate that with only two people internally? That's the goal,” Benoit Vatere, chief media and digital commerce officer at Liquid Death said.
“In an AI-native world, you need to be developing applications that align to how your customers want to work, and think of ways you can invent better things to do that they already do today in a more automated way,” Jeff Mason, CEO of Power Digital Marketing said.
Prior to this work, Liquid Death described itself as AI‑curious, using publicly available models such as Claude and ChatGPT to experiment with generative AI. Power Digital’s August announcement of its proprietary AI ecosystem gave the brand a structured intelligence layer to build upon. The agency frames the next evolution as AI‑native, where an orchestration layer lets teams run work inside a custom application rather than relying on external tools.
What we know
AI allows Liquid Death, the billion-dollar beverage company known for its edgy marketing, to ingest, understand and act on data much faster than before.
Benoit Vatere, chief media and digital commerce officer at Liquid Death, said about AI during an Oct. 5 panel at Advertising Week New York.
Power Digital Marketing, a digital marketing agency that announced in August a proprietary AI ecosystem that unites an intelligence layer called Iris, operating system Omega and a creative intelligence layer called Creative Affinity.
Liquid Death has produced 17 iterations of Omega in the last three weeks as it continues to fine-tune the system.
“On a pretty sizeable budget, how can I operate that with only two people internally? That's the goal,” Vatere said