- 01 Plan MAKELINE Campaigns, markets, variants, rights and requirements enter one structured brief.
- 02 Generate and produce Generate.AI · Luma AI Approved creative systems produce source assets under human direction.
- 03 Adapt and review MAKELINE Localise, resize, version and approve across brands, channels and markets.
- 04 Store and distribute MAKELINE Assets, feedback, status and delivery stay connected and measurable.
Keep the systems distinct
Generate.AI
A controlled, modular environment for generative asset workflows and model or campaign fine-tuning, according to Serviceplan.
MAKELINE
A content-supply-chain platform spanning planning, creation, adaptation, review, storage and delivery.
BMW/MINI Content Factory
A production operation using MAKELINE as its central platform across 26 European markets.
MOMENTUM OS
A modular operating system inside the newly announced MediaMarktSaturn joint production organisation.
Two labs, one documented collaboration
Serviceplan describes a Munich AI Lab and collaboration with Silverside AI's San Francisco lab. The first-party account says the collaboration led to the rollout and first client deployments of Serviceplan Generate.AI, plus training for internal key users. It describes a modular environment in which Serviceplan controls data structures and claims GDPR compliance. That is a provider claim, not an external certification.
A second Serviceplan account describes Generate.AI as multi-client capable, able to automate generation workflows and support fine-tuning for products and campaigns. The sources establish collaboration with Silverside; they do not establish an ownership relationship or a public technical architecture.
MAKELINE in public deployments
The L'Oréal MAKELINE case covers four divisions, 35 brands and more than 200 stakeholders. Serviceplan reports more than 50,000 assets, 5,500-plus annual projects, 50% faster production and 30% savings, without publishing an independent comparison method. THE MARCOM ENGINE says the BMW/MINI Content Factory supplies 26 European markets using MAKELINE as the central platform.
MOMENTUM is different: a new joint organisation and modular operating system for MediaMarktSaturn, planned across 11 markets. Public sources do not say that MAKELINE or Generate.AI is part of MOMENTUM OS. The Luma AI partnership adds group-wide creative-generation technology, but its exact integration with these systems is not public.
What is still not public
A serious technical or procurement review must ask for these details directly.
- Model providers, fine-tuning boundaries and subprocessor list
- Data retention, tenant isolation and security architecture
- Rights handling, provenance, disclosure and brand-safety controls by workflow
- The precise product relationship among Generate.AI, MAKELINE, Luma AI and MOMENTUM OS
- Audited performance, quality and compliance evidence for each deployment
Generate.AI and MAKELINE questions
Is Generate.AI the same as MAKELINE?+
No. Generate.AI is described as a modular generative environment; MAKELINE is a broader content-supply-chain platform for planning, production, adaptation, review and delivery.
Who runs the Serviceplan AI labs?+
Serviceplan's account names its Munich AI Lab and Silverside AI's San Francisco lab as collaborators. It does not publish an ownership relationship between the companies.
Does MAKELINE have measured results?+
Serviceplan publishes speed, cost and satisfaction figures for the L'Oréal deployment. They are vendor reported and the public page does not provide an independent methodology.
Is MOMENTUM OS built on MAKELINE?+
The reviewed public sources do not say so. The systems should remain distinct until Serviceplan documents the technical relationship.
Primary sources cited on this page
Reviewed 26 Aug 2026. Claims remain attributed to the organisations that published them.
- 01 Two labs one vision www.house-of-communication.com/int/en/newsroom/twelve-mail/twelve-mail-no-16/two-labs-one-vision.html
- 02 Creative playground www.house-of-communication.com/sv/en/newsroom/twelve-mail/twelve-mail-no-16/creative-playground.html
- 03 Makeline www.house-of-communication.com/be/en/cases/makeline.html
- 04 Plan net tme christin herrnberger www.house-of-communication.com/us/en-hoc/newsroom/2025/06/plan-net-tme-christin-herrnberger.html
- 05 Serviceplan group account mediamarktsaturn www.house-of-communication.com/int/en/newsroom/2026/06/serviceplan-group-account-mediamarktsaturn.html