AI that scales your brand

CHILI GraFx is a Brand Execution Platform. It turns your governed design systems into every campaign asset your brand needs, across print, digital and motion, at whatever volume your channels demand. AI agents take on the repetitive production work while people approve the decisions that shape the brand, so output can grow without drifting off-brand.

Brand teams build and govern design systems in GraFx Studio, and local and regional teams generate on-brand campaigns through GraFx Experience. The GraFx Connector Framework brings in assets and data from your digital asset management (DAM), product information management (PIM) and other systems. The API lets you run production headless from your own applications.

Creative automation speeds up the production of variants, and it remains at the core of CHILI GraFx. Brand execution covers the whole route from an approved brand to a live asset: how teams encode the brand into rules, who can change what, how local teams adapt campaigns for their markets, and how every output stays compliant.

What brand execution adds is governance that travels with every asset. That matters more now that AI can produce content faster than any manual review can check it.

A design system is the governed source that every asset is generated from. It holds your layouts, Components and Brand Kits, along with the rules that decide what can change and what stays locked. A single design system can carry layouts for social, display, print and in-store, so a campaign comes out in every size it needs, with text that reflows to fit each format.

Because the rules live in the design system, everyone who generates from it works within the same brand boundaries. That applies equally to a local marketer, an automated data feed and an AI agent.

AI is built into the platform at the points where production usually slows down. GraFx Genie Design Agent works inside GraFx Studio: designers describe what they need in conversation, and Design Agent proposes changes to the design system for them to approve or reject. The new Figma plugin brings existing creative into GraFx Studio without a rebuild, so teams reach a working design system faster.

The design system holds every AI-generated change to the same brand rules as everything else, and anything that alters the brand needs human approval. Teams get the speed of AI while the brand team keeps the final say.

Experience Portals in GraFx Experience give local, regional and partner teams a branded space to generate campaigns for their own market. They work from approved design systems and adapt copy, pricing and imagery within the limits the brand team sets, producing assets in every format they need. Experience Portals sit on top of whichever DAM you already use, so local teams always work with current, approved assets.

Multichannel production is the creation of visual content for print, digital, social, in-store and motion from a single source. Without that shared source, every new channel and format adds manual work and another opportunity for the brand to drift. In CHILI GraFx, one design system generates the full set of formats for a campaign, and a change to the design system carries through to every format it produces.

We built CHILI GraFx API-first, so production can run from your own systems as well as from the interface. The Connector Framework links GraFx Studio to the systems that hold your assets and data, including DAMs such as Aprimo and Bynder, PIMs and font managers. CHILI GraFx is DAM-agnostic, so you can keep the DAM you already use and add governed design systems on top of it.

Connected data is also what makes AI useful in production. When agents generate from the approved assets in your DAM and the product data in your PIM, their output starts from the same source of truth as the rest of your marketing.

Designers spend less time resizing, versioning and localizing, and more time on the work that defines the brand. Their role shifts toward building and refining the design systems that agents and local teams generate from, and each improvement they make carries through to every asset produced from that system. For most teams, that means the same people can support far more campaigns, markets and channels.