Omnicom will create custom AI models for brands to run operations by training the machines using data from the brands. The data can be an entire archive of a brand’s marketing copy. “This idea of ‘data stacking,’” Nelson said, “we add our data, clients’ data, and this works particularly well in media and optimization. So, we’re creating proprietary products out of the models.”
Recent news: AI will replace 33,000 agency jobs, Forrester predicts
This week, AI is all the rage at Cannes, and Google is playing catch up to OpenAI, which developed ChatGPT and DALL-E. Google was a pioneer in the research of large language models and natural language processing that helped pave the way for ChatGPT. Now, that tech is going into Microsoft and other platforms that are launching chatbot services, based on the uncanny text-generating abilities of ChatGPT. Google has made AI commercialization a priority and is launching new ways for advertisers to generate ads and manage ad campaigns with the assistance of AI.
“It allows marketers to create studio-grade images with mask-free editing for any business need, in a platform where they are already familiar, with only a few typing prompts,” June Yang, Google Cloud’s VP of cloud AI and industry solutions, said in the announcement.
Omnicom is focusing much of its week on AI developments. On Monday it announced the launch of Omni Assist, which is a ChatGPT-based chatbot. The AI assistant is powered by text prompts, just like ChatGPT, and it helps with “audience development to planning, activation, measurement, and optimization,” Omnicom said in an announcement yesterday. That tool, also embedded into Omni, was developed in partnership with Microsoft.
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