AI made marketing infinite. Medialake makes it governable.
Today we’re launching version 3 of Medialake, alongside a new look for the company. Both reflect the same shift: enterprise marketing has outgrown the tools and processes built to manage it, and the brands we work with need a different kind of partner.
01The problem has changed
Global brands now produce more creative than ever, across more markets, channels, retailers and agency partners. Generative AI has multiplied that output again. Most of it lives outside any single system, and outside any single team’s line of sight.
The questions leadership asks haven’t changed. What’s live right now? Is it compliant? Do we have the rights to run it? Is it working? What should we make next? They have simply become much harder to answer, and the cost of getting them wrong has gone up, from licensing exposure to new regulation on AI-generated content.
02What’s new in version 3
Version 3 takes Medialake from a platform that shows brands their creative estate to one that coordinates work across it. It sits above the systems brands already use, connects to the places their creatives actually live, and runs work that until now has relied on spreadsheets, manual checks and admin that pulls teams away from the work that matters.
Everything we build sits within two strands.
Control: knowing what’s live, where it’s running, whether it’s cleared to run, and whether it meets brand standards and regulatory requirements, with compliance checks automated rather than chased.
Intelligence: understanding which creatives work and why, where investment is being wasted, and what to make next.
New capabilities arrive as modules, so brands can start where the pressure is greatest and expand from there. We’ll share more on these over the coming months.
03Giving leadership certainty, and people their time back
There’s an understandable worry that AI is coming for creative jobs. We see it differently. As output multiplies, the hard part of marketing leadership is no longer making enough. It’s knowing what’s live, whether it’s safe to run, and what to make next.
Medialake answers those questions for CMOs and their leadership teams. It takes on the checking, tracking and chasing that governance demands at scale, and it shows which creatives are working and why, so decisions about what to make next rest on evidence rather than guesswork.
That has a knock-on effect across the organisation. When the admin is handled and the direction is clear, talented people spend their time on the work only they can do, and the work they make is protected: used as intended, properly licensed and kept out of places it was never meant to appear.
AI should multiply what people can achieve, not replace them. That’s the side we’re on.
04A new look to match
Alongside v3 we’re introducing our new brand, which we call Labcoat. The name says what it’s for. A white coat signals authority that comes from evidence, and that’s the role we play for our customers. They come to Medialake for the data and for clear answers they can take to a board. Our brand should look the part: precise, credible and unmistakably data-led.
05Working with the world’s leading brands
Medialake works with Fortune 100 and Fortune 500 companies across consumer goods, beauty, fashion, pharmaceuticals, automotive and beverages. With v3, we’re working alongside them to bring full visibility to their global creative estates and to stay ahead of fast-moving AI-content regulation, so their teams can move quickly without adding risk.
The usual response to this kind of complexity is a large change programme: new processes, retraining, and asking teams to work differently day to day. That is slow, costly and hard on the people living through it, and the returns take a long time to show. Brands choose Medialake because it works the other way round. It fits around how their teams already work, so the gains in visibility, compliance and creative intelligence arrive far sooner, and keep compounding as more of the estate is connected.
The result is growth that shows up in quarters, not years.
As always, Medialake never trains AI on customer data.
06What comes next
Brands are racing to bring order to an estate that grows every day. Version 3 is our answer to that, and the foundation for what we’re building next. If you’d like to see it in action, we’d love to show you.
Richard Wilson
Founder & CEO
