Wellcom Launches HOME, an AI-Integrated Creative Operating Model

The new model embeds custom-built technology directly into client workflows to eliminate inefficiencies and unlock scalable performance.

Apr. 17, 2026 at 4:19pm

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A highly detailed, glowing 3D illustration of a futuristic, AI-powered creative workflow interface, with neon cyan and magenta lights illuminating various interconnected modules and data visualizations. The interface feels both tangible and digital, representing the seamless integration of custom-built AI technology into the creative production process.Wellcom's HOME model embeds custom-built AI technology directly into client workflows, unlocking greater efficiency and consistency in the creative production process.NYC Today

Wellcom, a global creative production agency group, has announced the launch of HOME - an AI-integrated creative operating model that embeds custom-built technology directly into client workflows. Rather than offering a universal AI suite, HOME integrates purpose-built technology tailored to each brand's specific workflows and challenges, removing friction across briefing, strategy, creative development, production, and optimization.

Why it matters

The launch of HOME reflects a shift in the industry towards integrating AI into real production workflows, rather than relying on experimental or generic AI platforms. By embedding technology around each client's unique business realities, HOME aims to deliver measurable impact and greater consistency, allowing senior talent to focus on strategic design.

The details

HOME has already delivered measurable impact in beta with a select group of clients. It has underpinned Wellcom's transformation of UX audits, reducing evaluation time by more than 50% without compromising rigor. The model has also accelerated early-round retouching by approximately 94% for a high-volume e-commerce client, and taken a 'huge amount of manual work out of football campaign production' for Raising Cane's Chicken Fingers.

  • Wellcom announced the launch of HOME on April 17, 2026.

The players

Wellcom

A global creative production agency group that has launched the HOME model.

Max Oshman

The CEO of thelab, a company that worked with Wellcom on the development of HOME.

Meredith Verhangen

The VP of Creative Services at Raising Cane's Chicken Fingers, a client that has used the HOME model.

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What they’re saying

“AI is only as powerful as the context guiding it. When deployed as a broad, network-wide solution, its impact is diluted. In production, where brands have highly-specific messaging, assets, and audience dynamics, generic AI platforms, at most, can only do part of the job, leaving many of the traditional inefficiencies in place. The opportunity is to shape the technology around the unique challenges each brand faces, rather than try to apply an existing tool that is not matched up to the problem it's meant to solve. We developed HOME to fill that white space and it's already begun generating significant results across multiple brands.”

— Max Oshman, CEO of thelab

“Wellcom HOME takes a huge amount of manual work out of football campaign production, helping our teams deliver polished, accurate assets more quickly.”

— Meredith Verhangen, VP, Creative Services, Raising Cane's Chicken Fingers

What’s next

Wellcom plans to continue expanding the HOME model to more clients, further integrating custom-built AI technology into their creative workflows.

The takeaway

The launch of Wellcom's HOME model represents a shift in the industry towards embedding AI directly into production workflows, rather than relying on generic AI platforms. By tailoring the technology to each client's unique needs, HOME aims to unlock greater efficiency and consistency, allowing creative teams to focus on strategic design.