{"id":6698,"date":"2024-03-04T18:40:21","date_gmt":"2024-03-04T18:40:21","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-the-big-holding-companies-are-handling-genai\/"},"modified":"2024-03-04T18:40:21","modified_gmt":"2024-03-04T18:40:21","slug":"how-the-big-holding-companies-are-handling-genai","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-the-big-holding-companies-are-handling-genai\/","title":{"rendered":"How the big holding companies are handling genAI"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>With last week\u2019s news of IPG\u2019s pioneering integration of Adobe GenStudio into its platform, it became clear that the big ad\/media holding companies have subtly different strategies to make generative AI available across their global businesses.<\/p>\n<p>Although some are prioritizing it more than others, we\u2019re witnessing \u2014 across the board \u2014 the ongoing transformation of agencies into tech brands.<\/p>\n<p><strong>Publicis invests heavily.<\/strong> As we reported <a rel=\"nofollow\" href=\"https:\/\/martech.org\/publicis-groupe-invests-heavily-in-ai-capabilities\/\">back in January<\/a>, Publicis Groupe plans to evolve into an \u201cintelligent system\u201d through a 300 million Euro investment in AI capabilities. CoreAI is the label for the capabilities Publicis plans to layer across its offerings. It will unify data from 2.3 billion consumer profiles and trillions of digital actions as well as the assets in Publicis\u2019s existing AI platform Marcel.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong>Dentsu balances investment with partnerships<\/strong>. Dentsu too has honed its in-house AI innovation strategy using a \u201cwalled garden\u201d approach, offering employees a secure platform to develop and actualize solutions as a step towards informing all Dentsu\u2019s activities with generative AI. At the same time, it has entered into partnerships with Microsoft and AWS. It was a very early adopter of Microsoft 365 Copilot. It plans to use Amazon Bedrock\u2019s choice of foundation models from third-party AI companies delivered via a single API, as well as Amazon SageMaker to build and deploy machine learning models at scale.<\/p>\n<p><strong>WPP spends heavily too.<\/strong> WPP has said it will find $317 million to invest each year in the data and technology underpinning its AI strategy. It was ahead of the curve in acquiring enterprise AI company Satalia in 2021 and appointed its CEO, Daniel Hulme, to the position of WPP Chief AI Officer. Its AI platform, WPP Open, is being used across its organization and also by some major clients.<\/p>\n<p><strong>Omnicom\u2019s acquisition of Flywheel. <\/strong>Yes, Omnicom launched Omni Assist, a genAI solution (developed in partnership with Microsoft) at Cannes last year. But no, it\u2019s not putting all its eggs in the AI basket. The real headline from 2023 was its $835 million acquisition of ecommerce platform Flywheel \u2014 an investment that outstrips Publicis\u2019 and WPP\u2019s planned AI investments through end of 2025. This was a recognition of the opportunities presented by retail media rather than the opportunities presented by genAI.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/omnicoms-flywheel-acquisition-signals-the-start-of-a-revolution\/\">Omnicom\u2019s Flywheel acquisition signals the start of a revolution<\/a><\/em><\/strong><\/p>\n<p>The first two digital revolutions in advertising were search and social, said Jared Belsky, CEO of digital agency Acadia. The move into retail media is the beginning of the third. \u201cIts the first time advertising is so close to the point of purchase while being so trackable and targetable. For huge industries ranging from food, to CPG, to retail, to consumer electronics we will see 33% plus of their budgets move this way over time and those are enormous categories.\u201d<\/p>\n<p>The generative AI revolution in the holding company space is certainly with us, but it\u2019s not the only revolution in town.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-the-big-holding-companies-are-handling-genai\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>With last week\u2019s news of IPG\u2019s pioneering integration of Adobe GenStudio into its platform, it became clear that the big ad\/media holding companies have subtly different strategies to make generative AI available across their global businesses. Although some are prioritizing it more than others, we\u2019re witnessing \u2014 across the board \u2014 the ongoing transformation of [&hellip;]<\/p>","protected":false},"author":3,"featured_media":6699,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How the big holding companies are handling genAI - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/how-the-big-holding-companies-are-handling-genai\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How the big holding companies are handling genAI\" \/>\n<meta property=\"og:description\" content=\"With last week\u2019s news of IPG\u2019s pioneering integration of Adobe GenStudio into its platform, it became clear that the big ad\/media holding companies have subtly different strategies to make generative AI available across their global businesses. 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