4by4 and Palette Launch Full-Scale Entry into Digital Advertising Market

On May 23, 2025, content artificial intelligence (AI) solutions provider 4by4 announced that it has signed a strategic business agreement (MOU) with AI creative company Palette to target the digital advertising market.

Palette is an AI creative company specializing in the production of advertisements and digital content based on generative AI technology. Palette uses AI to directly produce advertising videos. In addition, the company offers an AI content creation platform that allows users to create their own desired digital content videos. Palette also operates an AI artist platform that connects companies seeking advertisements with video creators.

With this business agreement, 4by4 and Palette aim to set a new standard across the digital advertising industry by applying 8K resolution to brand strategy AI advertisements. By combining their AI technologies, the companies expect to create a more efficient content production environment and deliver greater value to both advertisers and consumers.

Lee Jonggeun, CEO of Palette, stated, "For brand advertisements, it is essential to fully convey the texture of materials and even the subtle facial expressions of people, so image upscaling technology is no longer optional but a necessity." He added, "If Palette transforms various digital content into 8K ultra-high resolution using 4by4's PIXELL solution, it will be possible to effectively display a wide range of information on large screens such as media walls and retail media."

Bae Seongwan, Head of the Solution Business Division at 4by4, also introduced, "If PIXELL solution is integrated as an API into the video production platform serviced by Palette, users will be able to obtain ultra-high-resolution results without even realizing that their digital content has undergone an upscaling process." He added, "Through this collaboration, we expect to lower the entry barrier for AI-based video production while easily improving the quality of the output, achieving a win-win effect."

The image enhancement AI solution 'PIXELL' provided by 4by4 improves video quality up to 8K level with a single click. This solution quickly upscales videos to ultra-high resolution while reducing content service capacity (bitrate) by more than 50%.