• by Laurie Sullivan , Staff Writer, November 20, 2023

An audio drama series filled with music seems like a great way to teach people things that reflect the daily challenges of digital agencies.

One company has created a musical audio drama to promote its suite of generative artificial intelligence (GAI) products. 

The company’s name -- NinjaCat -- may sound like a fictitious character out of a Disney movie or Broadway musical, but the awareness campaign and the GAI capabilities geared toward performance  are something to sing about: they are highly sophisticated. 

The music audio series -- created by Grammy-nominated Jake Sanders, content marketing manager at NinjaCat -- promotes the company's pivot from offering marketing data, storage and reporting features that streamline agency’s operations to a full-service data warehouse with automated features in the cloud.

“No one wants a webinar or whitepaper,” Sanders said. 

The musical podcasts reinforces NinjaCat's position and introduces a full suite of GAI products. The company was founded 10 years ago by CEO Paul Deraval and Andrew McAuliffe. The team originally built a dashboard for agencies supporting client reporting to prove a campaign’s worth. Then AI changes everything.

“We didn’t chase the AI train right away and slap it on the products unless it solved problems for our customers,” Derval said, adding that he became more involved with AI in November 2022. “I’m a diehard software engineer and developer. Then I decided NinjaCat would either be on the train or on the tracks.”

The pivot from reporting to data-first occurred when Derval and team turned their focus to developing performance reports, data cloud, and apps.

And before the the company released the suite, it released a series of musical audio dramas.

One song, Garbage In, Garbage Out, takes the listener through the ingestion of data. “Our ability to ingest all the data and progress has in short been one huge mess because guess who holds the stress.” It goes on to sing about spreadsheets and leads.

Earlier this month the company and its 68 employees released a new platform suite based on GAI the company calls Copilot, not to be confused with Microsoft Copilot, which also recently launched. NinjaCat’s tools enables marketers and agencies to get more actionable insights from their data faster. It makes recommendations on budgets, campaigns and content to support emails to clients.

An AI widget will launch this week that writes extensive emails to clients that include insights and performance data, but the company also is experimenting with a video creation tool that produces a message to clients with insights and performance data. The widget generates the narration with a synthetic voice or the users.

It didn’t take that much software code, he said. It required information from GPT-4, which Derval called a “reasoning engine.” It also took synthetic intelligence from the entire internet; and first-party data from NinjaCat.

“Data is the foundation of great AI,” he said. “The first thing we built was a natural language to Sequel engine. Then we built something more predictive and prescriptive.”

NinjaCat has hundreds of data sources that it connects with DSP connections, call tracking providers, and CRM systems, in addition to a data model that connects these different sources and. Although the company does not use them, it has access to aggregate benchmark data.

When Search & Performance Insider asked about profitability, Deraval said, “We are teasing profitability, seeing about $70,000 operating cash flow monthly with a path to profitability by May.”