Razom Group launches AICON: a new unit for AI-powered content creation

Media consumption has never been so diverse—or so fleeting. According to SQ Magazine, the average view time for a single piece of content on mobile is just 1.7 seconds before a user decides to engage or scroll past.

At the same time, audiences are becoming increasingly diversified. One universal video or creative can no longer satisfy every segment. For brands, this means only one thing: they need much more content, produced faster, more efficiently, and tailored to each segment.

To meet these challenges, the communications company Razom Group is launching a new agency—AICON. AICON’s core goal is to provide clients with a fast, convenient content-creation service, shorten production timelines, and optimize costs.

“AI is the factor that has kicked the old paradigm off its feet,” says Serhii Kolos, Chief Creative Officer at AICON. “Neural networks deliver the combination of speed, cost, and quality that clients have been missing. What’s more, it’s a game changer for media holdings specifically, because it unlocks new ways to execute media strategies.”

The unit’s first projects resembled classic agency work—a social campaign for Danone and a digital campaign for Lovare. The key difference: compressed production timing and a simplified collaboration chain.

“Previously, to create a storyboard and animatic you needed an illustrator, a motion designer, and a sound engineer. Now a set of neural tools can do this within a day. Or if you need to make sure a banner meets every guideline, you can simply ask a custom GPT,” adds Serhii Kolos.

At the same time, the team emphasizes that the speed of the final result still depends heavily on the client.

“Content creation has accelerated, but the approval process—and the time it takes—still lives in the old reality. Businesses need to adopt the new rules of the game to truly get a next-level result,” notes Kateryna Kozii, Chief Executive Officer at AICON.

AI-driven content is also reshaping professional requirements. Today an AI creator must continually learn, test new tools, and keep up with model updates. Without ongoing practice and a strong “visual library,” expertise quickly loses relevance—and so does a company’s competitiveness, the team explains.

For clients, the benefits are clear: rapid adaptation of content to formats, faster response to trends, the ability to re-edit or reshoot scenes, saving budgets and boosting ROI. Thanks to AI, businesses gain a wider choice of content—and therefore maximum opportunities in a fragmented media landscape, the AICON team adds.