IPG Mediabrands struck a deal with Google to speed up brands’ use of AI by using Google Cloud to develop applications that use generative AI to “codify the essence of a brand.”
IPG Mediabrands will incorporate Google’s generative AI tools with machine learning models that are available in Google Cloud, the Interpublic Group of Cos. media agency group announced today. Google has generative AI models that create text and images, and brands are starting to use these to assist in ad campaigns.
IPG Mediabrands’ plans for generative AI are an indication of where the ad world is headed, with generative AI helping to power advertising, iterate on varieties of ads and plan where to place ads.
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IPG Mediabrands has two products in the pipeline for advertisers, a spokesperson told Ad Age. One is called “BrandVoice AI,” which will “codify the essence of brands so that written and image-based content can be ideated, briefed, and drafted,” the spokesperson said in an email. That means the AI will get a good sense of a brand, its history and its general tone in the marketplace, to build assets in the brand’s image.
Secondly, there is “BrandPortrait AI,” a conversational platform where IPG Mediabrands strategists can chat with AI to help plan ad campaigns and gin up research. IPG Mediabrands declined to name the first brands that would undergo this AI transformation, but the spokesperson said clients are in fields such as finance, consumer goods and retail.