Dentsu has overhauled its flagship AI platform, Dentsu.Connect, in preparation for a future the place advertising and media workflows between manufacturers, companies, and tech companions are largely automated by brokers.Â
The holdco unified its knowledge and tech teams in 2024 and introduced them into Dentsu.Connect. The aim was to supercharge advertising operations with a shared knowledge layer and AI instruments.
The latest iteration of Dentsu.Connect, constructed on a mixture of customized small language fashions and frontier massive language fashions like Google’s Gemini and Meta’s Llama fashions, goes a lot additional. It acts as a centralized platform the place all the present workflows, like media planning, technique, audience-building, can talk and be taught from one another.