After an 18-month internal refresh, IPG-owned Huge has emerged with a new mission—and a new suite of tools—powered by AI.
The cornerstone of its revamp is the Living Intelligence Value Engine (LIVE), a platform that uses AI to sift through data points—both traditional and non-traditional—to uncover insights for clients. Non-traditional data refer to areas such as cultural semiotics, or the ways in which people derive meaning via cultural signs. By funneling this data into the engine, Huge is hoping that more information can be learned about the consumer.
LIVE is intended to help brands discover audience perceptions as well as predict consumer behaviors. It can be augmented via collaboration with other IPG data platforms, as well as generative AI tools such as ChatGPT and Midjourney.