Curativity has introduced Cracker, a marketing-oriented AI tool designed to assist brands and creative teams in managing content and consumer insights.
Cracker is powered by gimmefy, a global marketing AI platform utilized by several major companies. The development team collaborated with gimmefy to customize the tool for the Indian market, enabling it to understand eight Indian languages and integrate local cultural elements, images, and videos.
Regarding this development, Virat Tandon, co-founder of Curativity, stated, “From the beginning, our goal at Curativity has been to create a connected ecosystem of human talent and a suite of curated tools to empower marketing with the finest resources across skills, channels, formats, and technology. We aspire to establish a toolkit that supports brand strategy and creativity in an intuitive and human-centric manner. Cracker is a vital component of that vision, helping brands unlock sharper ideas while maintaining their creative essence.”
The tool streamlines various tasks for teams, including writing strategy documents, addressing marketing challenges, preparing briefs, crafting campaign ideas and social media strategies, as well as developing brand assets. It is designed to enhance the work of marketers, writers, and designers rather than replace them.
Cracker leverages gimmefy’s comprehensive system, which integrates multiple large language models specifically trained for marketing-related tasks.
Amer Jaleel, co-founder of Curativity, emphasized, “Today’s marketers are primarily creative individuals, and Cracker is designed to invigorate their creative process. While marketers possess imagination, they often face constraints in time and resources. Cracker is here to accelerate the ideation process, allowing teams to explore more paths, refine their concepts, and produce culturally aware and strategically sound campaign outputs. It’s akin to having Cracker as your new agency partner—an energetic exchange of ideas that is both productive and fulfilling before finalizing the creative output!”
Shalu Wasu, Founder of gimmefy, added, “AI reaches its full potential when it enhances the strengths of marketers, rather than attempting to replace them. We are excited to collaborate with Curativity because of their clear understanding that AI should elevate the thought process, not streamline it. Cracker embodies this philosophy by utilizing AI to foster smarter and more deliberate creative decisions.”
The launch of Cracker is part of a broader initiative aimed at promoting the responsible use of AI in marketing, with a strong focus on supporting creative endeavors while enhancing speed and efficiency.
