How Does CHILI GraFx Work? Features, Benefits, and Everything You Need to Know

More than 80% of brands report that workflow inefficiencies directly affect their bottom line, while most believe automation and AI will be the long-term fix (see Brandwidth Report).

Visual content automation is no longer optional. This post explains what CHILI GraFx is, how it works, and why it’s the AI-powered visual content automation platform enterprise teams rely on to accelerate brand-safe, multichannel output.

What is CHILI GraFx?

CHILI GraFx is a visual content automation platform that combines a composition model, AI, and enterprise-grade infrastructure to deliver automated brand content at scale. It centralizes assets, brand management, and automated graphic production so teams can design once and output everywhere.

From dynamic design systems that adapt to data and formatting rules to AI-powered automation that enforces brand guidelines while enabling rapid multichannel adaptations, CHILI GraFx streamlines the entire creative production pipeline for digital, print, and motion graphics while preserving creative freedom and brand control.

The Core Apps

GraFx Studio

The engine for composition and deployment. Designers build dynamic design systems that power everything from localized banners and print brochures to animated content, using data-driven logic and automated layout features.

GraFx Experience

The brand execution portal for safe self-serve asset production. GraFx Experience is CHILI GraFx’s brand execution portal – a secure front-end where local teams and partners personalize approved dynamic layouts without breaking the brand. Role-based controls keep permissions tight, so marketers can self-serve while approvals and guardrails stay intact.

Read more about how GraFx Experience scales local marketing without loss of brand control.

GraFx Genie

The AI-powered assistant that works across the platform. GraFx Genie powers features like AI Resizing, Smart Crop, Auto-Grow, and Copy Fitting to automate tedious tasks while keeping results on-brand. It also assists with writing logic and code for complex business rules.

GraFx Brand Kits

The central source of truth for your brand identity. GraFx Brand Kits store and manage your core brand elements – logos, fonts, colors, and assets – in one place. They enforce brand consistency across dynamic layouts and output channels while giving local teams controlled flexibility.

GraFx Media

The asset management hub. Store and manage approved media assets inside the platform so layouts always pull the right content. You can also connect your own DAM through the GraFx Connector Framework or the open API.

GraFx Fonts

Centralized brand font management. Keep licensed fonts in one place and make access intuitive for everyone who needs them.

How It Works

CHILI GraFx brings design, data, and automation together into a single production flow. At a high level, the process looks like this:

Create design systems in GraFx Studio.

Designers build dynamic layouts that combine layout intelligence, data bindings, and business rules. This is where brand logic, formatting rules, and responsive behavior are defined.

Publish to GraFx Experience or automated pipelines.

Design systems can be exposed to end users in a controlled self-serve portal, or integrated headlessly into automated workflows for large-scale production. Both paths use the same underlying models.

Centralize assets and fonts.

GraFx Media and GraFx Fonts ensure that every layout pulls from a single, approved source of truth. This eliminates mismatched logos, outdated images, or missing font files.

Automate adjustments with GraFx Genie.

Genie enhances both setup and output production with AI features like Smart Crop, AI Resizing, Auto-Grow, and Copy Fitting. It removes the manual work typically required to adapt designs for multiple channels.

Output everywhere.

Once the design system is defined, CHILI GraFx automatically generates on-brand variants for digital, print, and motion graphics. No more manual resizing, reformatting, or version cleanup.

A follow-up article will go deeper into data-driven production, end-user customization workflows, and how these models come together in real implementation scenarios.

Integrations & Ecosystem

CHILI GraFx is built to fit into existing enterprise stacks, not replace them. Its API-first architecture and Connector Framework make it easy to link design systems and dynamic layouts to the tools you already use.

The open APIs support DAM, PIM, CRM, CMS, and other data sources, while the SDK lets you embed the GraFx Studio editor experience inside your own applications or build bespoke Connectors for unique workflows. CHILI GraFx becomes part of your ecosystem — never another silo.

Why Enterprise Players Choose CHILI GraFx for Visual Content Automation at Scale

Key Use Cases

• Retail & e-commerce – Rapid localization of campaigns and product creatives for hundreds of markets.
  Used by Carrefour, Intermarché, Colruyt Group, and Subway to deliver localized POS, flyers, and store-level adaptations at scale. Carrefour alone delivers personalized offers to 1.1 million customers through automated, on-brand production.

• Agencies – Accelerated production across multiple clients and channels without design bottlenecks.
  Adopted by Precision (for Subway UK), ARiSTiD Retail Tech, and HH Global to generate high-volume, on-brand variants at speed. Precision produced 4.5 million unique mailings and over 9 million QR codes across 2,027 Subway stores using CHILI GraFx.

• FMCG – Automated product updates and pricing changes pushed into centrally governed designs.
  Trusted by Coca-Cola and Colruyt Group to centralize brand control while enabling local execution across thousands of outlets.

• Pharma & regulated industries – Compliance and approvals built into the design system to reduce risk.
  Supported by CHILI GraFx’s ISO 27001:2022 certification, SSO, role-based governance, and fully auditable dynamic layouts.

• Enterprise brands – Consistent, scalable content execution for multichannel campaigns and promotions.
  Selected by global brands such as Coca-Cola, Airbus, McDonald's, and Subway for controlled, on-brand, multichannel production at enterprise scale.

Benefits at a Glance

• Brand control – Centralize design rules in dynamic layouts so every market acts like a brand custodian.
  Used by global teams at Coca-Cola and Electrolux to lock typography, color, and layout while enabling safe local adaptations.

• Faster production cycles – Cut artwork rounds and versioning time from weeks to hours.
  Agencies like Precision and HH Global produce high-volume variants the same day, not the next sprint.

• Cost efficiency – Reduce manual studio work and eliminate rework; pay only for what you use.
  Data-driven output slashes per-asset costs, and usage-based pricing gives teams full line-of-sight on ROI.

• Scalable personalization – Generate thousands of localized, on-brand variants from a single design system.
  Retail leaders such as Intermarché and Colruyt Group localize POS, flyers, and store signage across hundreds to thousands of locations.

• API-first integrations with DAM, PIM, CRM systems – Bring your data to the design and automate your output.
  The GraFx Connector Framework and SDK power headless production and proven integrations with Acquia DAM, Canto, and common PIM/CRM workflows.

• Enterprise-ready security and governance – Built for global IT standards and regulated industries.
  The platform is ISO 27001:2022 certified, supports SSO, role-based access, granular permissions, and provides full auditability across workflows.

Ready to See It in Action?

Request a CHILI GraFx demo or watch our on-demand demo video to experience how automated brand execution can transform your creative process.