London, UK, 22nd April 2026 | SILVERSIDE, the AI innovation lab for marketing and creative teams, today announces its UK launch, marking its expansion into Europe following two successful years in the US. The company brings an AI-native model designed to embed the technology into marketing operations, moving beyond campaign-based approaches towards continuous creation, testing and iteration.
As brands face growing pressure to produce more content, across more channels and at greater speed, many are finding that traditional campaign models can no longer keep pace. AI has added new capability, but for most organisations it remains layered onto existing processes, rather than changing how marketing fundamentally operates.
SILVERSIDE was founded by PJ Pereira, a creative leader at the intersection of technology, entertainment and advertising, alongside Andrew O’Dell, co-founder of Pereira O’Dell, Rob Wrubel, founding CEO of Ask Jeeves, and Johnny Rohrbach, who leads global partnerships.
“AI’s biggest opportunity isn’t efficiency, it’s creative ambition. Most brands are still asking AI to do more of the same, faster. We help them ask bigger questions.” – PJ Pereira, Founder & Creative Chairman.
Since its launch, the company has worked with brands including Coca-Cola, Amazon, Panasonic and Svedka, developing AI-driven campaigns, such as Coca-Cola’s fully AI-generated “The Holidays Are Coming”, which became the brand’s strongest performing holiday campaign in over a decade.
The UK business will be led by Founder, Head of Global Partnerships & Operations Johnny Rohrbach, working closely with Managing Director of UK, Daniel Lipman. Lipman, a seasoned Creative Leader said: “UK brands are moving quickly from testing AI to looking for real impact. Our focus is helping them turn that momentum into long-term growth, not just more content, but better organised creative ambition.”
At the centre of SILVERSIDE’s approach is its proprietary system, referred to as Brand Brains, which replaces static brand guidelines with a living model trained on how a brand’s team thinks, creates and makes decisions. This puts SILVERSIDE in a unique position to enable the production of high-quality, on-brand content across channels and markets at scale.
“SILVERSIDE works differently from a traditional agency. Unlike the major AI platforms and tools, we work closely with creative directors and brand strategists integrating the distinctive creative and the AI into how marketing teams actually operate, replacing campaign-based workflows with systems that enable continuous creation, testing and iteration.” – Rob Wrubel, Founder & Managing Partner.
Unlike generic AI tools, each Brand Brain is a combination of bespoke workflows, tools and datasets built in close collaboration with brand teams and embedded into their operations from the outset. Teams can create, test and evolve work continuously, without changing how they already operate. Keeping those Brains updated with the latest technologies, clients will always have access to state-of-the-art AI based on their most advanced experiments. Clients can keep using their Brand Brains without having to learn new tools every time something new launches.
“We’ve seen what happens when brands stop treating AI as an experiment and start treating it as infrastructure. The results are in a different league entirely.” – Johnny Rohrbach, Founder, Head of Global Partnerships & Operations – UK Market Lead.
