From liminal to bold

The opportunity: Of the CMO's surveyed by BCG in 2026, 96% see AI transforming their function end to end. LIMINI makes that change by bringing two kinds of intelligence to every campaign:

• The brand: marketing excellence standards, brand guidelines and scientific evidence.
• Legal and regulatory: the laws and rulings in each market you sell in, GWI audience insight and the optimisation criteria for every format.

The premise: Teams have been cut on the assumption that AI would take up the slack, and so far it hasn't. There are more formats, more markets and more influencer content to clear, with fewer people to do it, and much of the week goes on rework that clear guardrails at the start would have avoided. There is no time left to be brave.

The diagnosis: None of this comes down to effort or talent. Your brand already knows most of what its teams need: its standards, its cleared claims, its evidence and its legal position. That knowledge usually arrives after the work is made, when the only options are to water the idea down or start again. As David Wheldon, President of the WFA, puts it, "Most of the waste in this industry happens at the brief."

The thesis: Marketers deserve their nerve back. When the facts are in place from the start, creative and strategy teams can put their energy into the idea, and you can say yes to big, bold campaigns sooner and publish them with confidence.

The principle: Cleared claims, legal guardrails and a plain list of what cannot be said go into the brief before anything is made, so a brave idea can reach launch intact.

The response: LIMINI is the end-to-end AI marketing operating system for enterprise brands in regulated industries. It runs the whole marketing workflow from audience insight and briefing through to production and campaign review, in every market and language. At its centre is the Vault, which holds your approved claims, precedents and governance decisions. Every campaign draws on the intelligence layer: what your brand knows and what each market requires.

The payoff: The brief arrives with its answers already in it and the first round of feedback is about the idea. A claim cleared once can be reused wherever it holds, and your lawyers spend their time on the judgement calls that need them, saying yes from day one. Your teams get to go after the bravest thing your brand can truthfully say, and more of that ambition makes it to market.

LIMINI, formerly Flourish

If you'd like to see where your own campaigns lose time and nerve, the LIMINI diagnostic is a good place to start.

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