We're excited to share that SOMIN has been selected to join Meta's very first LLaMA Incubator programme in Singapore. The six-month programme, launched in partnership with the Singapore government, brings together a small group of Southeast Asian startups to build with Meta's LLaMA models, learn from Meta's AI experts and present their work at a final Demo Day.
Key takeaways
- SOMIN was selected for the first LLaMA Incubator programme Meta has run in Singapore.
- The six-month programme, launched with the Singapore government, covers real-world experiments with LLaMA models, mentorship from Meta's AI experts, responsible AI practice and a Demo Day on 15 October 2025.
- SOMIN helps brands and agencies analyse competitors quickly, generate diverse campaign ideas in minutes and understand performance with explainable AI.
- The incubator builds on SOMIN's 2025 recognition by Google DeepMind for its work in explainable AI.
- Meta's push toward creative diversification, with its Andromeda engine, matches SOMIN's focus on a portfolio of ideas in which every variation has a clear role.
For us, this isn't just about being part of a cohort of AI startups. It's about stepping into the future of how marketing is built, powered and scaled with artificial intelligence, while keeping transparency and creativity at the core.
What is the LLaMA Incubator?
Meta's LLaMA (Large Language Model Meta AI) is one of the most advanced open-source AI models available (as of 2025). It's designed to understand and generate language at a scale that makes it useful for everything from customer service to research to creative ideation.
The LLaMA Incubator, launched in partnership with the Singapore government, is a six-month programme that brings together a small group of startups across Southeast Asia to:
- Experiment with LLaMA models in real-world applications,
- Get mentorship and technical guidance from Meta's AI experts,
- Explore best practices in responsible AI, and
- Share their work at a final Demo Day with investors, policymakers and industry leaders on 15 October 2025.
In short, it's Meta's way of supporting the next generation of AI builders, and SOMIN is proud to be among them.
Why is SOMIN joining now?
If you've been following the shifts in advertising, you know the industry is changing fast. As Forbes recently put it, AI isn't here to wipe out agencies and brand marketers; it's here to transform them.
Instead of simply producing ads, today's marketers are being asked to orchestrate strategy at scale: balancing automation with human creativity, cultural nuance and emotional insight. That's exactly the challenge SOMIN was built for.
Our platform helps brands and agencies:
- Analyse competitors quickly to see what's resonating in the market,
- Generate diverse campaign ideas in minutes, and
- Understand performance with explainable AI, so the "why" is never hidden behind a black box.
In other words, we're not replacing marketers. We're giving them the tools to move faster, make smarter choices and stay creative in an AI-first world.
What recognition led up to the incubator?
Earlier in 2025, SOMIN was recognised by Google DeepMind for our work in explainable AI. That was a big moment for us. It validated our belief that AI in marketing shouldn't just predict outcomes; it should make those outcomes understandable and actionable.
Now, being part of Meta's LLaMA Incubator builds directly on that momentum. It's another step toward scaling our vision, with access to world-class models, mentorship and guidance on building responsibly.
Why does creative diversification matter?
One of the biggest shifts Meta is pushing in advertising right now is the move toward creative diversification.
Gone are the days when you could bet everything on a single "winning" ad. With Meta's Andromeda engine, the focus is now on giving the algorithm a variety of creative options (different angles, messages and formats) so it can serve the right message to the right audience.
At SOMIN, we've always believed in this approach. Our tools don't just help marketers come up with one good idea; they help them generate a portfolio of ideas, each designed to speak to different customer motivations and contexts.
This isn't about flooding platforms with content for the sake of it. It's about strategic diversity, where every variation has a clear role and rationale. That's the kind of thinking we're excited to bring into the incubator.
What's next for SOMIN in the programme?
Over the next six months, we'll be working closely with Meta's AI teams, exploring how LLaMA models can power new ways to strategise, ideate and diversify content. We'll also be sharpening our focus on responsible AI, because scale without transparency isn't progress.
And yes, we'll be sharing our learnings along the way. Expect updates, case studies and maybe even some behind-the-scenes reflections on what it's like to build alongside some of the most exciting AI minds in the world.
What does SOMIN's CEO say about the incubator?
As our CEO, Aleks Farseev, put it best:
“Our mission has always been to make marketing strategy faster, smarter, and more transparent. Joining the LLaMA Incubator allows us to deepen that vision—building AI systems that don’t just automate, but diversify, explain, and elevate human creativity.”
This is just the beginning, and we can't wait to share what's next.
FAQ
What is Meta's LLaMA Incubator in Singapore?
It is a six-month programme launched by Meta in partnership with the Singapore government. It brings together a small group of Southeast Asian startups to experiment with LLaMA models in real-world applications, with mentorship from Meta's AI experts and a focus on responsible AI.
How long does the LLaMA Incubator run?
Six months. It ends with a Demo Day for investors, policymakers and industry leaders, held on 15 October 2025 for this cohort.
What is SOMIN working on in the incubator?
SOMIN is exploring with Meta's AI teams how LLaMA models can power new ways to strategise, ideate and diversify content, with a sharper focus on responsible AI.
What is creative diversification in Meta advertising?
It means giving Meta's Andromeda engine a variety of creative options, with different angles, messages and formats, so it can serve the right message to the right audience. SOMIN's view is that every variation needs a clear role and rationale, not volume for its own sake.
Related reading
- About SOMIN: AI marketing intelligence from Singapore
- SOMIN research: peer-reviewed papers and talks
- SOMIN named among Echelon 2025's Top 10 Startups
- SOMONITOR joins the GenAI Sandbox backed by Singapore's AI investment
- Automating creative differentiation for Meta with MindFuse
Sources
- Forbes Technology Council: Will AI make agencies obsolete? The future of advertising (May 2025)
- e27: Recognised by Google DeepMind, this is how SOMIN aims to redefine AI-powered marketing (April 2025)
- Yang, Ongpin, Nikolenko, Huang and Farseev (2023), Against Opacity: Explainable AI and Large Language Models for Effective Digital Advertising, ACM Multimedia 2023
