From 21 April 2026, UK businesses can use Pomelli – an experimental AI tool from Google Labs and Google DeepMind, which analyses a company's website and, based on it, generates marketing materials consistent with the brand.
The solution, previously available only in English-speaking countries outside Europe, is now entering the market of the European Union, Iceland, Liechtenstein, Norway, Switzerland and the United Kingdom. This is a signal that AI-driven marketing automation is becoming a standard available not only to large corporations, but also to small and medium-sized enterprises.
What is Pomelli and where does its name come from?
Pomelli is the Italian word for door handles or knobs – the elements that open doors. The metaphor is no accident: the tool is meant to open up access to professional marketing for small and medium-sized businesses, without the need to engage large creative teams or expensive agencies.
Google Labs, responsible for Google's experimental technology projects, developed it in collaboration with Google DeepMind – the research unit responsible for the corporation's most advanced artificial intelligence models.
The tool was officially launched on 28 October 2025 in four English-speaking countries: the United States, Canada, Australia and New Zealand.
Within a few months of its premiere, Google added further features – Pomelli Animate (animated video generation, powered by the Veo 3.1 model) and Photoshoot (transforming product photos into professional studio shots using the Nano Banana 2 model). The European expansion from 21 April 2026 is another step in the product's global scaling.
Business DNA – the heart of the system
The key innovation of Pomelli is the concept of Business DNA – an automatically generated brand profile that becomes the reference point for all generated communication. Traditionally, developing a brand book requires months of agency work and significant financial outlays.
Pomelli does it in a few minutes, scanning the company's website and capturing its key identity elements: tone of communication, colour palette, typefaces, graphic style and the character of its messaging.
The tool's algorithms analyse both the visual and textual layer of the site – which means they understand not only how the company looks, but also how it speaks. On this basis, Pomelli suggests campaign concepts or executes a brief prepared by the user (e.g. "summer sale on running shoes" or "new product announcement"), generating sets of ready-made creatives.
"The most important question today is not whether to use AI, but whether we have a sufficiently well-organised brand, data and processes for AI to work to our advantage." – Tomasz Welc, Performance Manager at Harbingers.
In practice, the user enters the company's website address and the system builds the Business DNA profile.
Then – based on that profile or their own prompt – it generates a complete set of editable creatives: social media posts, advertising banners, product graphics or website elements. The materials are consistent with the brand's colours, typography and tone of communication, and downloading them requires no graphic design skills.
User tests indicate the generation of as many as 10 post variants in about 60 seconds – which is 30–40% faster than typical workflows in Canva.
What materials does Pomelli generate?
The range of generated content is broad and covers most communication needs of a small or medium-sized company.
The tool primarily creates:
- Social media posts – with text, graphics and visual layouts consistent with the brand profile, optimised for various platforms (Instagram, Facebook, LinkedIn).
- Advertising creatives – banners and promotional graphics for online ads, including Google Ads and Meta Ads formats.
- Website elements – product images, promotional graphics, landing page content.
- Product photos (Photoshoot feature) – transforming ordinary phone photos into professional studio or lifestyle shots.
- Animated video (Pomelli Animate feature) – automatic animation of static creatives using the Veo 3.1 video model, launched in January 2026.
All files are editable directly within the tool – the user can change the text, background or layout before downloading.
However, there is no option for direct publishing to social platforms or content scheduling – this still requires manual action or separate tools.
Who is Pomelli best suited for?
The tool's creators clearly target the small and medium-sized enterprise segment – companies that want to produce professional marketing materials but do not have the budget for an extensive creative department or ongoing agency collaboration.
Research by the Small Business Digital Alliance indicates that 52% of SMEs used some form of artificial intelligence as early as 2024, while Salesforce research shows that 75% of small businesses are experimenting with AI, with the adoption rate reaching 83% among high-growth firms.
"The combination of AI speed and human judgement consistently delivers better results than either acting alone."
– Wildnet Technologies, report on Pomelli implementations in agency practice, April 2026.
The tool will work best for online stores launching new collections, restaurants and cafés promoting seasonal menus, beauty and fitness salons creating weekly posts, local advisors (lawyers, accountants, real estate agents) building an online presence, as well as startups and e-commerce companies with a small marketing team.
A key condition: the brand must already have a relatively consistent website. Pomelli is a tool for scaling an existing brand identity – not for building one from scratch.
Pomelli versus Canva and Adobe – comparison table
In the market for marketing content creation tools, Pomelli squares up against established players – primarily Canva and the Adobe Express / Firefly suite.
Each solution targets a slightly different user profile and addresses different needs:
- Brand consistency: Pomelli builds it automatically based on the URL; Canva requires manual Brand Kit configuration; Adobe relies on prompts or manual designer work.
- Price: Pomelli is free in beta; Canva costs from £12 per month; Adobe Express from £8 per month.
Google Pomelli and brand DNA – how AI analyses a company
- Ease of use: Pomelli works practically "with one click"; Canva offers intuitive drag & drop; Adobe requires greater involvement due to integration with the Creative Cloud ecosystem.
- Output quality: Pomelli generates high-quality vector materials; Canva achieves average quality; Adobe Firefly offers very high-quality results.
- Integrations: Pomelli does not yet have them in beta; Canva offers over 100 integrations, including direct publishing to Meta; Adobe integrates deeply with the entire Creative Cloud ecosystem.
The conclusion is simple: Pomelli wins on automating brand consistency and affordability for SMEs, but falls short of its competitors in terms of collaboration capabilities, mobile apps and direct integrations with publishing channels.
AI in SME marketing – the market is growing faster than we think
Pomelli's entry into the European market fits into a broader trend of democratising AI tools.
According to the McKinsey Global Institute report The State of AI (2025), companies that adopt generative AI in marketing record an average 15–40% increase in operational efficiency in content creation processes. A Gartner report (2025) predicts that by 2027 as much as 80% of marketing content creation will be assisted or fully carried out by generative AI algorithms.
In Poland, the pace of AI adoption among SMEs is accelerating – according to research by the Polish Economic Institute from 2025, already 34% of small and medium-sized companies in the country use AI tools in at least one business process, and 61% of them declare plans to expand this use within the next 12 months.
"Marketing automation based on brand DNA is not the future – it is the present.Companies that combine AI with a well-defined brand identity will gain a real competitive advantage in content production at a fraction of previous costs."
– Google Labs experts, commentary at the European premiere of Pomelli, April 2026.
The regulatory context of the tool's European debut is significant.
Google had to adapt the product to the requirements of GDPR and the European AI Act, which imposes transparency and safety obligations on generative AI systems operating in the EU. This is one of the reasons why Pomelli's European debut came several months after the global expansion of availability to more than 170 countries and territories on 9 March 2026.
Limitations and what to watch out for
Enthusiasm for Pomelli should go hand in hand with a cool assessment of its limitations. The tool operates exclusively in English – which in a Polish context means that materials require translation or linguistic adaptation. It also lacks scheduling, direct integrations with advertising platforms and team collaboration capabilities.
As a product still in beta, Pomelli may be subject to changes, and Google has not yet announced a pricing model after the testing period ends.
The key caveat, however, remains strategic in nature: the tool does not replace brand strategy. Business DNA is only as strong as the identity the company expresses on its website. If the brand has inconsistent messaging, chaotic aesthetics or weak positioning – the algorithm will merely efficiently copy that chaos into new creatives.
This is why experts emphasise that Pomelli is a tool for companies with well-organised identities, not a remedy for a lack of strategy.
How to get started – first steps with Pomelli in the UK
Access to the tool is simple and free. All you need to do is go to labs.google/pomelli, sign in with a Google account and enter the company's website address. A few minutes of analysis and the Business DNA is ready.
It is worth taking care of a few things beforehand that will improve the quality of the results:
- Make sure the company website is up to date and visually consistent – the better the input data, the more accurate the brand profile.
- Define the campaign goal beforehand – a specific brief gives a better output than generic prompting.
- Treat AI materials as a starting point, not a finished product – editing and human verification always raises the quality of creatives.
- Monitor consistency with other channels – it is worth comparing Pomelli materials with existing brand assets to avoid discrepancies.
- Pay attention to rights to generated content – before commercial use, it is worth familiarising yourself with Google Labs' terms and conditions regarding intellectual property.
What's next for Pomelli?
Development directions
The tool's development trajectory points to building a complete marketing suite for SMEs. From a simple post generator, Pomelli has grown within a few months to include video features (Animate with Veo 3.1) and product photography (Photoshoot with Nano Banana 2).
Market analysts indicate that the next likely steps are language support for European languages (which is crucial for full use in Poland), integrations with Google Ads and Meta advertising platforms, and team collaboration capabilities.
Strategically, Google positions Pomelli as an alternative for small businesses to Microsoft Copilot for Sales (targeting enterprises) and Adobe Firefly (aimed at professional designers). The bet is clear: the SME segment is a market where you can win with simplicity and automation – not complexity and capabilities. The question Google has set itself is: can a small company with one marketing person produce content like an agency? Pomelli is one of the answers to that question.
For Polish companies – particularly e-commerce, local services and SMEs entering English-speaking markets – the tool can offer real value right now, even with its language limitation. In an era when 80% of purchasing decisions are preceded by contact with a brand's digital content (data from Google Consumer Insights 2025), the ability to quickly generate consistent materials becomes an advantage, not a luxury.
Google Labs / Google DeepMind
Google Labs is the experimental projects division of Google LLC, responsible for incubating and testing new products before their broad rollout. It operates in close collaboration with Google DeepMind – a research unit formed from the merger of DeepMind and Google Brain, regarded as one of the most important centres for artificial intelligence research in the world.
It is DeepMind that stands behind the Gemini, Veo (video generation) and Nano Banana (advanced product photography) models. Google employs more than 180,000 people worldwide, and its revenue in 2024 exceeded £275 billion.
Fun fact: Pomelli is one of the first Google Labs tools to be officially made available in Europe with full compliance with the AI Act and GDPR requirements – which also makes it a precedent in the tech giant's approach to the European AI market.
