New Way Now: How Overdose Digital offers clients real-time creative analytics with Google Cloud

*Featured in this video:* Paul Pritchard, Group CEO, Overdose Digital

*Executive summary:* Overdose Digital, a global commerce consultancy, previously relied on tedious, manual processes to build static reporting dashboards for clients. Recognizing clients were missing key optimization opportunities, the agency worked with Google Cloud to build an autonomous asset creation and predictive analytics platform. By ingesting disparate client data into BigQuery and establishing a semantic layer within Looker, Overdose Digital created a trusted single source of truth. Combining real-time conversational analytics with Google AI tools, the platform automatically generates hyper-personalized, on-brand creative briefs and ad assets. This AI-driven workflow accelerates campaign creation from weeks to just hours, giving clients real-time insights to make confident decisions that drive customer acquisition and their competitive advantage.

*Challenge:* Overdose Digital is a global commerce consultancy that helps merchants acquire customers, retain them, and convert them into lifetime buyers. Data analytics and reporting is core to the company’s offering, but for years, it was a highly manual process. The team used clients’ disparate data sources to build static dashboards, spending hours manually analyzing the information for insights. Because of this slow pace, reports were typically delivered monthly and mostly served as a lookback on that month’s performance. Since these static dashboards were reactive, rather than proactive, clients could miss key opportunities for optimization and content creation. The agency knew it could provide higher quality information even faster and set out to build a new kind of creative solution that could both analyze and create content.

*Solution:* The agency chose to work with Google Cloud to create an autonomous asset creation and predictive analytics platform, initially dubbed “Project Creative”. The agency uses BigQuery to ingest disparate client data into a single semantic layer within Looker, establishing a trusted single source of truth. With conversational analytics, clients can now review their data and surface insights on the fly. By combining these analytics with Google AI tools, the company has built an autonomous creative workflow. Drawing on trusted, high-quality internal data fed through Looker, the platform generates hyper-personalized creative briefs and ready-to-publish ad assets. These outputs are based on real-time performance analysis, so clients can turn insights into immediate action.

*Result:* This transition to an autonomous, AI-driven workflow has fundamentally transformed how Overdose Digital and its clients operate. Reducing the risk of AI hallucinations means clients’ generated assets stay on-brand. Campaign creation that once took weeks is now completed in just hours, giving teams more time to work on hyper-localized variations tailored to different markets. Overdose Digital’s clients also have access at all times to data insights, helping them make more confident decisions that drive customer acquisition, boost profit margins, and create a distinct competitive advantage.

*Highlights and key takeaways from our interview with Paul Pritchard, Group CEO at Overdose Digital:*

→ "This isn't just a digital transformation. This is baked in behavior change for our business and industry. We’re getting people to understand the role that technology plays with them every single day."

→ “Going all in with Google meant that we could have one trusted stack rather than a disparate source of different tools that we had to still scale. This gave us the confidence and the scalability to be able to deliver more for our clients."

→ "Our clients used to have to wait for a month to get a report and then spend the next few days trying to interrogate it. Now, with Looker in our platform, they can both interrogate and act on their data in real-time."

*Google Cloud products used:* BigQuery, Gemini, Gemini Enterprise Agent Platform, Looker, Nano Banana, Veo3

*Learn more:*
→ From agency to AI-first: How Overdose Digital built the “Super Brain of Commerce” https://cloud.google.com/customers/overdose-digital?e=48754805