Chris Curtis, who previously oversaw marketing for the beer giant Stella Artois, learned the intricacies of product photography while managing creative teams that produced striking images for advertising campaigns. However, when he and his wife launched a chocolate shop in Marin County, California, he encountered unexpected challenges in achieving high-quality product shots. Despite enlisting the help of his father-in-law, a skilled amateur photographer, and investing in lighting equipment, Curtis found himself unable to capture the alluring images he envisioned for his brand.
“We were never able to get anything close to what my vision was for the company,” he recalled, reflecting on the frustrations that led him to explore innovative solutions.
These challenges catalyzed the creation of Morning AI, a marketing platform tailored for consumer packaged goods (CPGs). The platform aims to level the playing field for smaller brands, providing them with the marketing tools and capabilities typically reserved for larger corporations like Stella Artois, which is owned by Anheuser-Busch.
Morning AI officially launched after two years of development, collaborating with numerous brand teams, at a time when the natural and organic products industry is experiencing significant growth. A report from NIQ and consulting firm Kearney found that established niche brands increased their U.S. market share by 1.5 percentage points from 2022 to 2025, while larger, more established brands lost 2.1 points. This shift indicates that speed and agility have become more important than scale in the competitive landscape, with AI emerging as a crucial tool for smaller brands to effectively challenge their larger counterparts.
As companies begin to adopt AI, they are navigating a rapidly evolving marketplace filled with platforms designed to meet specific needs, ranging from optimizing human resources processes to managing inventory. Morning AI positions itself among a growing number of AI firms targeting marketing clients.
What sets Morning AI apart is its leadership team, which includes Curtis and Tina Wung, a seasoned professional with experience at Anheuser-Busch and other CPG brands. Their combined marketing expertise lends credibility to the platform’s offerings, which encompass photography, video, illustrations, and copywriting.
Upon signing up for Morning AI, brands gain access to an “intelligence layer” that analyzes their website, logo, color palette, social media presence, and tone of voice. This foundation enables the platform to craft tailored marketing campaigns and cohesive brand messaging, enhancing the storytelling elements that resonate with consumers.
Unlike generic platforms that leverage vast internet data for inspiration, Morning AI utilizes specific brand elements to create customized marketing materials. “Those open-source large language models are taking information from the entire world, the entire Internet,” Wung explained. “They’re not just creating an image for a chocolate bar based on what the chocolate bar wants to do.”
Morning AI’s edge lies in its ability to incorporate a brand’s existing messaging and visual identity, allowing for adjustments that maintain consistency and confidence. With a library of around 50 visual styles developed in collaboration with professional creatives, brands can apply distinct looks across various marketing channels. For instance, one Michigan coffee brand utilized a “neon pop” style through the platform.
The comprehensive capabilities of Morning AI enable it to function similarly to a full-service marketing agency, tackling numerous projects that would typically require the expertise of multiple professionals at high costs. While the technology does not eliminate the need for marketing experts, it empowers them to work more efficiently. “Eighty percent are using AI not to reduce team size, but to do more faster,” Curtis noted, pointing out that teams can now complete projects in a fraction of the time.
As the AI landscape continues to evolve, Curtis anticipates the incorporation of AI into various marketing functions. Morning AI recently introduced an autonomous calendar feature that identifies upcoming seasonal events—such as Halloween or graduation season—and generates and schedules social media posts for brand approval independently. This capability reflects a broader trend in the CPG marketplace, where AI tools are increasingly being embraced for their potential to streamline operations and enhance brand storytelling.
From its humble beginnings rooted in the struggle to photograph chocolate bars, Morning AI has evolved into a comprehensive solution for brands aspiring to thrive in a competitive market. With the rapid advancement of AI technologies, the marketing landscape is likely to change drastically in the coming years, making the promise of platforms like Morning AI all the more significant.
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