Using the AI-fueled art platform Midjourney, Davis’ team built a custom script that applied Circana’s color palette to images of shopping carts and shopping bags made from particles of data. When the brand launched, Circana gave all of its employees Midjourney access, started a company-wide contest and let them design images for a week. The winners had their images featured on big screens at Circana’s Las Vegas event.

Altogether, Circana employees created 22,000 images of retail products. It got employees invested in how the rebrand would work in the wild, but it also gave Circana a means of marketing the benefits of its new brand to customers.

“It has created an [opening] for us to open a dialogue with clients about the combination of these two [companies] being such an incredible opportunity for them to be empowered to make better business decisions,” Davis said. “We can now look at a profile of a consumer and understand the trade-offs and trade-downs across everything they’re buying.”