Mutinex has introduced its new AI-powered offering, Hendren, at its inaugural Marketers and Money Conference.
With Hendren, named after the Norse God of Knowledge with a nod to the nickname of co-founder Henry Innis, Mutinex said it launches a new category called “BAM”, or Business Answers Modelling.
Innis debuted the offering at the conference with a live demonstration and showed attendees how to use the chat-based interface, which he called “a business consultant in your pocket.”
Users can ask critical marketing effectiveness questions, and drawing on a customer’s proprietary market mix modelling data, the interface can answer instantly, complete with charts, thorough analysis, and optimisation recommendations.
Hendren can also provide written executive summaries and presentation slides for CMOs and senior executives that are “CFO and boardroom ready.”
“Every so often something comes along that breaks a category and creates a new one,” Mat Baxter, Mutinex APAC CEO, said. “Hendren is one of those rare products. It exists in a category of one.
Innis, Mutinex’s global CEO, added: “We believe that Hendren will significantly reduce the burden on marketers and their partners in processing reams of market mix insights and analytics – instead jumping directly to answers with immediately actionable recommendations, all in less than a minute.
“Hendren will help marketers reclaim their valuable time and redirect it to what really matters and that’s great creative ideas and realising the true power of marketing.”
Hendren is available now as a product upgrade to GrowthOS.
The launch of the new AI-offering comes in the same week as the start-up appointed Danny Bass as chief revenue officer.
Mutinex said Bass – who was most recently Dentsu Media CEO until April, when he exited amidst a restructure – will accelerate the company’s global growth agenda.
“I’ve seen increasingly how the GrowthOS platform has become adopted much like Salesforce by the C-suite,” Bass said.
“C-Suite leaders and marketing teams are looking for one, unified platform to make sense of how to invest their growth dollars across pricing, media and more.
“That’s the platform our industry has been waiting for, and Mutinex has built it in GrowthOS. It’s why incredible leaders are joining them. And it’s why I see an amazing opportunity here to work to build this into a Salesforce-style platform for growth with both C-Suite leaders and our wider agency ecosystem.”
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Top image: Henry Innis introducing Hendren