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Genscom

Genscom Curator: 3x revenue, 20x open rates

Genscom-1
TagsMedia & Entertainment
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TagsMedia & Entertainment

Discover how Genscom, in collaboration with ML6, automates personalised print campaigns with the Genscom Curator, tripling revenue and lifting open rates up to 20x.

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Genscom x ML6 Case study

Catch up’ quickly

How do you give customers the intelligence of digital marketing and the tactile trust of a printed paper, at scale? Genscom and ML6 rebuilt the business on Google Cloud and built the Genscom Curator, an automated system that turns raw customer data into unique, print-ready campaigns. Building a single personalised newspaper used to take hours; a hundred versions took days. Now it takes 10 minutes.

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About Genscom

Genscom is a Belgian company specialising in personalised print, publishing technology, and mass customisation. For over ten years it has made high-quality newspaper creation easy and accessible, helping local sports clubs, care homes, and schools tell their stories without needing professional graphic design skills. As Genscom began working with larger corporate brands, it saw the same appetite: cut through the noise of online marketing with tailored, printed publications sent to prospective clients. Doing that at scale was the hard part. Rather than bolt AI onto a legacy setup, Genscom chose to rebuild on a unified environment designed for smart automation from the outset, linking live digital customer data directly to its physical print infrastructure. That's where ML6 came in.

Impact


3x

revenue increase with automation

340

hours of manual layout work saved per week

10min

to create a print campaign, down from days.

Days to minutes

Custom, multi-page print campaigns that once took days now generate in just 10 minutes.

Challenge

Genscom had a decade of craft and a growing corporate audience. What it didn't have was a way to keep that craft when the volume exploded.

  • Personalisation didn't scale

    Manually designing a single personalised multi-page newspaper took hours. Creating 100 versions for 100 audiences took days of copy-pasting and layout tweaking.

  • Data lived apart from the page

    Live digital customer information sat in one world; the physical print infrastructure sat in another. Bridging them by hand was slow and error-prone.

  • AI bolted on wouldn't cut it

    Patching AI tools onto a legacy setup would never deliver the seamless, end-to-end automation Genscom needed. The stack itself had to change.

  • Quality could not slip

    Whatever the volume, every version had to hold Genscom's high standard of design. Speed at the cost of quality was not an option.

Solution

Genscom and ML6 rebuilt the platform on Google Cloud, keeping the entire data stack in one place so live customer data connects straight to the print pipeline. On top sits the Genscom Curator, a platform that manages content workflows through two distinct models.

  • Self-publishing for organisations

    For regular clients like care homes and charities, automated formatting templates build pages instantly from raw files like spreadsheets. Volunteers no longer assemble pages, schedules, or tables by hand.

  • Targeted B2B sales campaigns

    A business inputs a list of prospect website URLs and an outline of the services it wants to showcase. The Curator does the rest.

  • Reads the prospect, writes the pitch

    Cloud Run functions and BigQuery automatically pull and clean company information from target websites. Gemini models analyse the prospect's industry and area of work, write the pitch, and match it with relevant use cases from the sender's internal customer database.

  • Tailored down to the detail

    The platform adapts text to the prospect's exact corporate colour scheme and job title, so the final product aligns perfectly with the target audience's profile.

  • Print-ready, straight to the mailbox

    The system outputs unique, four-page newspapers sent directly to the printing presses and into the prospect's mailbox.

The technology behind the Genscom Curator.

While the experience is effortless, the engineering underneath is anything but. The Curator is built end to end on Google Cloud.

Intelligent layout reader

Genscom's journey started with digitising history: an intelligent layout reader, built with open-source machine learning models managed on the Gemini Enterprise Agent Platform (formerly Vertex AI), scanned decades of physical papers, worked out how text flowed across columns, and made old archives reusable in modern layouts.

TECH STACK & SERVICES

  • Cloud Infrastructure: Google Cloud
  • Model Providers & AI Platform: Gemini models, Gemini Enterprise Agent Platform (formerly Vertex AI)
  • Compute & Automation: Cloud Run, Cloud Run functions
  • Data & Storage: BigQuery, Firestore

Seamlessly integrated into Genscom's way of working.

The Curator isn't a demo bolted onto the side of the business; it is the business. By consolidating on Google Cloud, ML6 and Genscom wired the whole workflow together, from digital data to physical page.

  • Live data to live print

    Digital customer information links directly to the physical print infrastructure, no manual hand-off.

  • Raw files in, pages out

    Spreadsheets and raw files flow straight into automated formatting templates for self-publishing clients.

  • Websites in, campaigns out

    Prospect URLs feed the B2B pipeline that researches, writes, designs, and prints.

  • Presses on the other end

    Finished, print-ready newspapers route directly to the printing presses and into the mailbox.

Stefaan Vanysacker - genscom 1
We wanted to give our customers the speed and intelligence of digital marketing combined with the tactile trust of a printed paper. Consolidating on Google Cloud allowed us to build an automated system that retains our high standard of design quality, no matter how many versions we print.
Stefaan VanysackerCEO and Founder, Genscom

Results.

  • From print shop to software company

    Genscom is no longer competing on print volume; it's an agile software provider that helps businesses build lasting client relationships.

  • Campaigns in 10 minutes

    Multi-page, fully personalised print campaigns that once took days now ship in 10 minutes.

  • Get 340 hours a week back

    Automation freed the team from repetitive layout work to focus on new features and new markets.

  • A business transformed

    Revenue tripled and headcount doubled to meet demand. Next up: multimodal Gemini features to design a layout just by talking to the app, with image tools that resize photos to fit dynamic print grids.

"Using Google Cloud has transformed our business model. We're no longer just a traditional printing company competing on volume—we're an agile software provider that helps businesses cut through the noise and build real, lasting relationships with their clients."

Stefaan Vanysacker, CEO and Founder, Genscom

 

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The collaboration.

This was co-creation, not hand-off. Genscom brought a decade of print craft, a deep understanding of its customers, and a clear ambition. ML6, a Google Cloud partner and AI engineering firm, brought the machine learning and generative AI to make it real, and made a foundational call with Genscom: rebuild on a unified Google Cloud environment designed for automation from the ground up, rather than patch AI onto a legacy setup. Genscom keeps ownership of the platform and the roadmap; the Curator is theirs to grow. Together we turned a traditional printing company into a software innovator, and there's more to come.

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Sebastiaan Tuts 12
Sebastiaan TutsHead of BD

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Sebastiaan Tuts 12
Sebastiaan TutsHead of BD