Collaboration will allow Grip customers to automate content production at scale while maintaining brand integrity and upholding responsible AI standards.
NEW YORK, June 25, 2025 /PRNewswire/ — Grip, the visual content configuration engine, today announced a partnership with Bria, the enterprise visual gen AI platform built on 100% licensed data, to integrate Bria’s visual gen AI models into its rule-based generation capabilities. Built with NVIDIA Omniverse, AI, and accelerated computing technologies, this collaboration enables brands to scale their content production confidently while guaranteeing brand integrity, compliance, and workflow safeguards.
As generative AI continues to gain traction, brands face increasing pressure to ensure their outputs are legally compliant, responsibly sourced, and high-fidelity visuals that are campaign-ready. However, AI-generated content can be unpredictable, and poorly sourced models introduce additional risks, from brand misalignment to legal challenges.
Bria’s AI models deliver the performance needed for complex content workflows, offering Grip’s customers, such as global CPG brands like Diageo and Beiersdorf, automated content production that meets the scalability requirements of enterprise marketing teams while prioritizing responsible AI practices.
“One of the main concerns we hear from clients about Generative AI is where the source data comes from,” said Frans Vriesendorp, CEO of Grip. “Bria’s model is a good first step in tackling that. When considering partners to enhance our offering, we prioritize ensuring clients feel secure, regardless of what comes next. Grip is clear about the standards we set, and Bria’s model ticked the right boxes across several client use cases.”
Enterprise-ready AI for visual content production
Bria’s generative AI models are trained exclusively on licensed data, with built-in guardrails allowing enterprises to carve out the risks and barriers to generative AI adoption and capitalize on infinite content creation. Bria developed a patented attribution engine that bridges the generative output and the training dataset, so data owners are programmatically compensated according to their overall influence on each generated output. This Spotify-inspired commercial model ensures no copyright or privacy infringement and upholds transparency in line with evolving AI regulations.
Technology for scale and compliance
With Bria’s enterprise-ready AI, Grip enables brands to automate high-quality content creation while maintaining compliance and brand control.
For AI innovation to flourish, compliance and scalability are key,” said Dr. Yair Adato, CEO and Founder of Bria. “We are committed to providing solutions that enable enterprises to leverage visual generative AI while respecting content ownership. By combining Grip’s rule-based content automation with Bria’s AI models, we’re illustrating how generative AI can be applied responsibly while allowing brands to react quickly to market demands.”
“To build a sustainable digital content creation industry, it’s essential to incentivize creators while delivering at scale,” said Jamie Allan, Director, AdTech & Digital Marketing Industries, NVIDIA. “By combining Omniverse with responsible visual generative AI, Grip is enabling brands to scale content creation while respecting intellectual property and creative ownership.”
About Grip
As INDG’s software branch, Grip is a visual content configuration engine powered by NVIDIA Omniverse that makes it possible for large enterprises to use AI at scale. It breaks existing content down into configurable modules, allowing brands to swap out any element—including products, talent, accessories and branding assets—with complete control and accuracy. Grip integrates with existing workflows to automate product swaps and generate endless, hero-quality content variations—without disrupting established content production processes.
About Bria
Bria’s visual generative AI platform enables developers, product teams, and enterprises to build commercial-ready content. Our foundation models, trained on 100% licensed data from 30+ partners, ensure legal compliance with proper attribution to data owners and artists.
Bria provides technical teams with full access to source code and weights, production-grade APIs/SDKs, and the flexibility to incorporate these AI building blocks into their preferred builder environments. Bria’s pre-built pipelines offer the fastest path to market-ready visual AI implementation. At the same time, advanced teams leverage our ControlNets, LoRAs, and LCMs for pixel-perfect precision and maximum control over visual outputs. Bria offers complete IP/privacy indemnity and EU AI Act-compliant architecture with flexible commercial terms that leverage existing cloud commitments.
Leading advertising, gaming, media, and retail enterprises rely on Bria to deliver precise, on-brand visual content at scale. Looking ahead, Bria is pioneering the future of premium content generation, where visual AI, data ownership, and artistic contribution coexist to create sustainable value. For technical documentation, visit Bria.ai.
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SOURCE Grip; Bria