Liquid Death uses AI to move faster than larger competitors. Benoit Vatere leads the effort as chief media and digital commerce officer. The brand works with Power Digital Marketing on a proprietary AI ecosystem. The system includes Iris, Omega and Creative Affinity layers. Liquid Death now optimizes campaigns daily instead of weekly. It has produced 17 Omega iterations in three weeks. The goal is to run a large budget with only two internal staff. Power Digital defines three AI phases for organizations. Liquid Death aims to eliminate spreadsheets for data management. It builds bespoke intelligence layers for competitive advantage.