There’s often a disconnect between how customers talk about the products they love, and the language retailers and brands use to describe those products. This creates challenges for merchants and marketers alike to make their products visible to their customers—and for customers to find them. 

Lily AI was founded in 2015 to address this problem head-on. With a vision to bring humanity to shopping, they help companies provide a shopping experience that can understand the emotional context of shoppers and help close this gap. Using generative AI, computer vision, natural language processing and machine learning, Lily AI injects human-centered language throughout their customers’ retail experiences to improve product search and discoverability. 

As Lily started to expand, their team approached Laetro for a brand overhaul and to help them prepare their business for channel, vertical and geographic expansion.

There were two unique challenges to solve.

The first was how to take a phased approach to a brand update to better showcase Lily AI’s evolving product suite. The Lily team would need flexible partners that could grow with them, adapt quickly and act as active and proactive creative collaborators. 

The second challenge was to explain the Lily AI platform to new potential customers, many of which weren’t even aware they had the search problem that Lily was uniquely positioned to solve. Lily’s solution needed to be described in a clear, simple way. 

We brought together a team uniquely suited to these challenges to help the company evolve, quickly showcase their value, and reach new customers. Top-notch strategist, Effie Sieberg, was perfectly suited to bring Lily from where they were to where they wanted to be. Amy Khan, Shachar Aylon, and Anthony Mika rounded out the all-star Laetro creative team.

Collaboration was essential for the success of the project, so both the Lily and Laetro teams became accustomed to collaborating in real time. In the process of refreshing the website, we were also able to reposition and redesign their brand in stages.

The result was a new way to showcase Lily to a broader range of clients in a way that made the benefit of Lily.AI’s services immediately clear. An emphasis on the difference between “merchant-speak” and “customer-speak” was brought to the forefront, immediately introducing site visitors to Lily’s strengths. 

The team also created an interactive “box of drawers” concept for the web that visualized how Lily’s advanced technology creates a simple solution for its clients. 

While working on the website, the collaboration between teams successfully created updates that also acted as building blocks to the future envisioned by the Lily AI founders and their entire team.