wearemighty exits gaming to build SecretSauce Labs, an AI solution that keeps brand content consistent at scale

SecretSauce Labs, the company that creates brand consistent content at scale, today announced it has exited game development entirely to focus on AI content technology and solutions. The pivot caps three years of work that began as an internal fix for a game production problem and grew into a standalone platform. It's the company's answer to what it calls the "Triple Bind", the trade-off brands usually have to make between content that's brand consistent, at scale, or cost-effective, but rarely all three. The platform is now used by brands across ecommerce, food and beverage, real estate, and enterprise marketing, to create UGC videos, ad creatives, social media posts, product photography, and more, with success measured by the business outcomes that content drives rather than the volume produced.

The shift began in 2022, when a game in development needed 25 million unique, on-brand playable avatars, a volume no human art team could produce and a level of consistency no off-the-shelf AI tool could deliver.

"We didn't set out to build a new company," said Simon Davis, Co-Founder and CEO of SecretSauce Labs. "We had one very specific problem to solve which was to generate millions of assets that all still looked like they belonged to the same brand, and nobody had cracked that yet. We were just creatives trying to survive our own production schedule. Three years in, it was clear the tool had huge potential. The same people who used to decide what counted as on-brand by hand are the ones who built that judgment into the platform, and who are now sitting as forward-deployed creatives with our clients."

Rework is what drives up the cost of producing AI-generated content at scale. SecretSauce Labs' Brand Brain is built to solve the harder problem of understanding what's being asked, and knowing which piece of a brand's story matters for a specific brief. Its persistent memory carries a brand's style, tone, and rules across every request, interpreting intent before it retrieves anything, which is why it holds up on a complex, multi-part brief instead of breaking down partway through.

Alinea, a fintech app that makes investing accessible to Gen Z and women, uses SecretSauce for its paid social team. "Our growth runs through paid social, so the quality of our creative has a direct line to the quality of our users," said Eve Halimi, Co-Founder and Co-CEO of Alinea. "SecretSauce is one of the reasons we can move at the speed our marketing team needs without our brand getting diluted or altered along the way. Our top-performing creatives most weeks are the ones made with SecretSauce, and they bring in users with better quality and stronger retention."

"Simon, Ben and their team spent three years solving brand consistency because they had to, and that’s the kind of conviction that we like to see, and why we’re behind this team,” said Kenrick Drijkoningen, General Partner at Play Ventures.

The company's enterprise offering pairs creative and engineering specialists with an AI engine, then embeds them directly inside a client's marketing team to build workflows on top of the tools that team already uses. Pricing is built around outcomes, not token or compute usage, and once a workflow is proven, the specialists hand it over completely so the client can run it independently. Labs is currently available to a limited number of enterprise brands, with a wider rollout planned.

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