Hive3 launches to connect brands with leading AI creatives

It’s no secret that companies and people can find independent creatives to work on projects for them on sites like Fiverr, or even on popular social networking platforms like Instagram, TikTok, and X (previously Twitter).

Yet, the game has altered due to generative AI. Thanks to companies like Runway’s Gen2 and Pika Labs, as well as text-to-video and image-to-video generators like OpenAI’s DALL-E 3, Stable Diffusion, Midjourney, and Ideogram, the technology is quickly becoming a staple creative tool.

Brands may be unsure about who to contact or where to go for a creative with expertise in GenAI, given that these new technologies are already driving highly watched and innovative creative work online.

That is the issue that Forum3 is attempting to resolve. Adam Brotman, a former Chief Digital Officer at Starbucks and the developer of the well-known Starbucks Rewards mobile app, and Andy Sack, a former innovation consultant for Microsoft CEO Satya Nadella, co-founded the two-year-old digital tech startup based in Seattle, Washington. Both men currently hold co-CEO positions in the new business.

Cash rewards for gamifying AI-generated brand assets

A glimpse of Forum’s upcoming web platform, Hive3, was released in the summer of 2023. With its several time-boxed challenges, which pitted creatives against one another to produce the greatest assets for a specific brand in return for monetary incentives, it was designed to basically gamify the process of matching businesses with dynamic and experienced AI creatives. The Hive3 community and/or a panel of judges select the winners.

Hive3 has held ten “community-driven challenges” for businesses since then. The website states that “Season One,” a weekly series of “about thirty back-to-back competitions” for various businesses, would be held in conjunction with the platform’s public launch today.

According to the Hive 3 website, AI creatives that finish first, second, or third in each brand challenge will split a $5,000 pot, and playoff victors will take home grand prizes ranging from $10,000 to $50,000.

Given the unsettled legal issues concerning the data used to train the AI models that power the tech and the fact that the U.S. Copyright Office has repeatedly ruled that GenAI artworks cannot be copyrighted, some brands may be reluctant to explore the possibilities and promise of GenAI as a creative tool.

On November 3, 2023, the first Crumbl Cookie challenge will take place.
The first challenge, which has a $5,000 total prize pool and a deadline of Tuesday, Nov. 7, 2023, is for the popular dessert brand Crumbl Cookies. It starts later this week on Friday, Nov. 3, 2023.

So far, the challenge’s real task is quite open-ended: “Create an innovative ad campaign for a fast-growing cookie company.”

The new digital transformation playbook starts with brands understanding how to use AI.” “We are excited to collaborate with innovative companies like Crumbl Cookies to develop fresh approaches to creative output, engage a customer base, and enhance brand marketing through artificial intelligence.”

The Hive3 community has already employed a number of well-known AI designers and artists, including Heather Cooper, Ben Myhre, Nicolas Neubert, and Tatiana Tsiguleva, to provide training and promote the platform.

“With platforms like Hive3, creators can use generative AI technology to learn new skills and use a competitive spirit to produce full projects using different tool stacks that mimic real-world activities,”

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