New AI-powered PictureDesk capability goes beyond logos to recognize distinctive brand elements and products in editorial content readily available for licensing
FADEL, a global leader in AI-powered brand compliance, licensing and content solutions, announced the launch of BrandTracker, a new AI-powered visual brand detection service within PictureDesk that helps brands discover where they are appearing in editorial photography and turn those moments into opportunities for marketing, PR and brand amplification.
BrandTracker uses AI to detect brands across PictureDesk’s continuously updated feed of editorial photography, recognizing not only logos and brand marks, but also distinctive visual elements associated with a brand, from signature patterns and design details to the recognizable look of a product itself.
With PictureDesk capturing thousands of up-to-the-minute images from celebrity sightings, red carpets, sporting events, entertainment, fashion, news and everyday cultural moments, BrandTracker can surface authentic brand appearances that might otherwise be difficult to find. A brand can discover its logo at a major sporting event, a signature design worn by a celebrity, or a recognizable product carried by an influencer, with relevant editorial imagery readily available for licensing.
BrandTracker also works hand in hand with StarTracker, PictureDesk’s celebrity and personality discovery service. Together, the two services give users additional ways to explore the intersection between brands and the celebrities, influencers, athletes and other notable personalities associated with them.
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From Brand Visibility to Brand Opportunity
Every day, brands appear in thousands of images across entertainment, sports, fashion, news and popular culture. Finding those appearances manually can be time-consuming and often means valuable moments are discovered too late.
BrandTracker changes that by automatically surfacing imagery featuring a brand, helping marketing and PR teams quickly uncover relevant moments they may otherwise miss.
BrandTracker can help marketing and PR teams:
- Discover organic brand moments involving celebrities, influencers and public figures
- Go beyond logo detection to uncover distinctive brand marks, patterns, design elements and recognizable products
- Maximize sponsorships and events by quickly finding relevant brand visibility
- Spot unexpected advocates already wearing, carrying or interacting with a brand
- Monitor competitors and understand where competing brands are appearing
- Identify unexpected or potentially negative associations that may require attention
- Find licensable editorial content that can be transformed into timely marketing and communications opportunities
“Brands are part of culture every day, but many of those moments can be difficult to find in the enormous volume of visual content being created,” said Ruth Anthony, Product Manager, PictureDesk at FADEL. “BrandTracker gives marketing and communications teams a much faster way to discover authentic brand moments and understand the people, events and stories driving brand visibility. And when used alongside StarTracker, it becomes even easier to explore the connections between brands and the people surrounding them.”
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AI-Powered Discovery Across a Live Editorial Feed
PictureDesk brings together up-to-the-minute editorial photography from more than 50 content suppliers, including Reuters, Backgrid, The Mega Agency, Sipa USA and Camera Press, with approximately 10,000 new images added each day.
The feed captures the moments shaping culture and conversation, with coverage spanning the world’s biggest sports, entertainment and news events, from the FIFA World Cup, Wimbledon and the US Open to the Super Bowl, Met Gala, Cannes Film Festival and the Oscars.
BrandTracker continuously analyzes incoming content, making it easier to discover brand appearances and find relevant imagery readily available for licensing.
For example, a fashion brand can discover a distinctive product being worn by a celebrity, a sports sponsor can find its brand appearing around a major event, or a PR team can uncover an unexpected influencer interacting with its brand.
Once relevant content is discovered, PictureDesk provides access to professionally sourced editorial imagery available for licensing, helping teams move quickly from discovery to amplification.
Connecting Brands, People and Content
The launch of BrandTracker expands PictureDesk’s AI-powered visual discovery capabilities and reflects FADEL’s broader strategy of helping organizations better understand, manage and maximize the value of their digital content.
Used alongside BrandTracker, StarTracker adds another layer of discovery, helping users connect brands with notable personalities within the same rich stream of editorial content. Together, they give marketing and communications teams a new lens into how their brands show up across the visual media landscape and new opportunities to capitalize on the moments that matter.
