Ad agency holding company Stagwell is acquiring Left Field Labs in a bid to deepen its capabilities around artificial intelligence. Terms of the deal were not disclosed.
Left Field specializes in providing digital solutions via AI, as well as other technological approaches such as VR and experiential design. By incorporating the agency into its portfolio of marketing agencies, Stagwell hopes to use these methods to help clients tackle challenges currently facing their businesses.
Top of mind will be implementing AI systems that do not skimp on responsible design, according to a press statement. The rise of generative AI, with its knack for driving enterprise efficiencies, has compelled marketers to find ways of incorporating the technology. But much remains uncertain in the AI space—from questions over copyright to data privacy to excessive job replacement—leaving key decisions pertaining to responsibility up to those same marketers.