Tesco Retail Media InnovAItion Jam

Background

As a business selling products via a large retailer, booking retail media campaigns requires creative assets that meet both retailer and brand guidelines. Creatives come in multiple formats and sizes tailored for diverse media: in-store point-of-sale, online display, social media, etc. The process is resource-intensive, with a lack of agency support for smaller advertisers.

Objective

Design and prototype a Retail Media Creative Tool leveraging Generative AI, aimed at empowering advertisers to autonomously create guideline-compliant, professional-quality creatives allowing flexibility to user to unleash their creativitity within safe bounds.

Challenge

Build a creative builder tool which allows users to be able to build creatives using a visual builder that should support the following use cases.

A few sample creatives can be found below, with more details of creative composition in more information section.

• Import packshots and backgrounds
• Image manipulation features like:
  • Remove background
  • Resize, Rotate
• Import and store frequently used color pallete by the user
• Compose a creative image using all the supported assets.
• Creatives must appear professional and visually appealing.
• Suggest similar visually appealing creatives.
• Creatives must comply with detailed retailer guidelines as well as brand identity constraints (e.g., logos, colors, messaging tone). Rules for compliance can be found in appendix B in more information.
• Support multiple creative sizes for Facebook and Instagram: social media formats.
• Enable download of creative in final Jpeg and Png formats with image sizes less than 500KB.
• Minimize reliance on manual intervention or expensive creative agencies.

Stretch Goals

• Incorporate AI-driven adaptive resizing and reformatting of creatives across media.
• Include intelligent guideline validation checks (brand and retailer compliance) within the tool.
• Support collaborative creative review and iterative editing workflows.
• Auto-generate campaign-ready creative sets optimized per channel performance trends.

Deliverables

• Functional prototype or concept of the Retail Media Creative Tool demonstrating generative AI use.
• Conceptual explanation or documentation of how guidelines and multi-channel outputs are handled.
• Optional: creative output examples generated autonomously from minimal user input.

Evaluation Criteria

• Innovation and creativity in leveraging Generative AI.
• Alignment with the ambiguous creative guidelines challenge.
• Scalable approach for multi-format, multi-channel creative generation.
• User experience anticipating non-expert advertiser users.
• Technical feasibility and clarity of implementation concept.

Notes to Participants

• The problem intentionally omits exact guideline details to encourage analytical reasoning and creative interpretation.
• Think broadly about content types and flexible AI methods (e.g., text-to-image, layout adjustment, style transfer).
• Focus also on the end-to-end creative workflow from input to campaign-ready output.
• Emphasize adaptibility and compliance without explicit hard-coded rule sets.

Important: For more information, please click here to view the complete problem statement.