A Singapore-based startup blending AI with human design for digital ads has recently moved its American office from San Francisco to Austin.
ReFUEL4 launched in 2012 and has built up a clientele that includes IBM, Lyft, Spotify, Paypal and Wayfair. Its smart platform helps brands determine which creative digital ads will yield the best results for platforms like Facebook, Instagram and Snapchat.
“Our system puts a brief out on our platform. Humans design against the brief, then our AI analyzes the human design, and based on performance metrics, it predicts whether that ad will work or not,” said ReFUEL4’s CMO Vernon Vasu.
As ad data is analyzed, it’s relayed back to the designers to make ongoing tweaks and updates in order to produce better results.
The company’s solution plays a vital role in solving the digital media “ad fatigue” problem — and was recognized by Facebook in October as the 2016 Innovator of the Year for doing so.
Vasu said being a partner of Facebook played a role in the company’s move to Austin.
“Austin is also a really promising hub for us,” said Vasu. “Facebook obviously has a huge office here, and one of the concentrations for us here is the small and medium business unit.”
Vasu also said tax breaks and a lower cost of living are advantageous to current and future employees, as well as its central location to cover all of the United States from one spot.
The local team has set up shop in Capital Factory and plans to expand — which Vasu already knows a thing or two about.
“We had a similar experience in Singapore,” said Vasu. “We started in a coworking space, moved from desks to rooms, to more rooms, to take over an entire floor. So based on that growth experience, this kind of flexibility absolutely makes sense.”
Having spent only a few hours in Capital Factory during his first trip to Austin, Vasu said he was impressed by the space’s atmosphere.
“It has a friendly collegial vibe; everyone is genuinely interested in what you do,” said Vasu. “We’ll be looking to get some rooms in the future.”
So far, ReFUEL4 has hired two Austin employees — and one is a recruiter. According to Vasu, they plan to bring on 10 to 15 hires by the end of the year, with a focus on client services and success.
“A key intention to grow is when your second employee is a recruiter,” Vasu said.
Image provided by ReFUEL4 website.
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