Lola Normajean Transforms Digital Twins Into Cultural Intelligence with VARTHEO

VARTHEO’s artificial intelligence has been transformed into a strategic tool by Normajean to create brands more closely connected to culture.

The AI solution to accelerate brands’ research, strategy, and creative production.

Normajean is consolidating a portfolio of products and services that apply artificial intelligence to strategy, research, and creative production.

One of the first solutions the agency is introducing is INTELLIA, a tool developed using VARTHEO’s technology that enables advertisers to make faster, more informed, and more confident decisions - whether regarding products or communication.

Through VARTHEO’s technology, it is possible to transform data, studies, and knowledge on various topics into “augmented consumers”: more than 10,000 digital twins of real people with whom brands can converse, test hypotheses, and evaluate approaches before moving forward to market.

In practice, the tool allows brands to simulate consumer reactions to different stimuli and estimate what those reactions might be before launching a product or campaign. Through interviews, surveys, A/B tests, and simulated evaluations of concepts, messages, narratives, and campaigns, it is possible to accelerate learning and explore more scenarios in less time - complementing, but never replacing, traditional research.

For Normajean, the value lies in the combination of technology and strategic interpretation. INTELLIA adds a human layer of critical analysis, validation, and transformation of data into actionable decisions to VARTHEO’s analytical capabilities.

“INTELLIA was created to give brands a strategic advantage: to learn faster, test more hypotheses, and stay closer to consumers and culture in real time. Technology gives us scale, speed, and breadth. Our strategic layer adds judgment, context, and consequence. That’s what transforms data into decisions and decisions into culturally relevant work,” said Matilde Silva Gomes, head of strategy at Normajean.

INTELLIA is part of the agency’s broader offering in the field of artificial intelligence, which includes research systems, creative automation, and content production. Among these solutions is the Brand Act Engine, a system that transforms brand assets into actions, scenarios, and content ready to circulate within the cultural landscape.

Using characters, products, campaigns, visual codes, and tone of voice, Normajean develops workflows capable of generating more content with greater speed, consistency, and cultural relevance.

These new capabilities extend the agency’s Brand Culturing methodology, bringing together brand, people, technology, and cultural context to create work that is culturally meaningful, commercially relevant, and creatively distinctive.

“The development of these capabilities marks another step in NORMAJEAN’s transformation into a new model of an augmented creative agency - never AI-first, always human-first. The agency believes this will be the future of advertising in the coming years: a hybrid model where technology, data, and automation expand creative capacity, but where strategy, cultural sensitivity, and the final decision continue to rest with experienced professionals. Because, at the heart of it all, advertising will always be about people and for people. And the soul, romance, and imagination it has always brought to the business world will only remain alive if technology is used to enhance - and never replace - human value,” said Rodrigo Silva Gomes, CEO of Normajean