Whether you’re a large holding company agency or an industrious independent, if you’re not digging deep into the wells of possibility with generative AI, you’re likely to be out of business before too long. The adoption of AI tools like agentic offerings and smarts in new hires to power more of media agency workings continues to pick up pace.
At that holding company level, Carat two weeks ago announced a partnership with tech firm Vurvey Labs to craft a host of agentic tools designed to find new consumer insights, run through Dentsu.Connect, the holding company’s intra-agency integrated platform. (Like other holding companies, Dentsu also has other AI-driven efforts, including a partnership with Adobe to integrate its GenStudio suite with dentsu’s audience intelligence and technology stack.)
The tools are designed to enhance Carat’s (and other Dentsu agencies’) media and creative strategies by creating consumer personas, assistants for brainstorming and automating trend analysis. Ingesting a variety of data formats from Dentsu’s own research (such as its Merkury data center) as well as clients’ first-party and other third-party data sources, the main goals are to dig deeper into insights and faster decision-making, with the side result being saving time and cost.
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