Interpublic Group’s Huge, which has been at the forefront of digital design and innovation for more than two decades, announced today it has developed and deployed a proprietary, AI-powered Living Intelligence Value Engine (LIVE) to unlock new areas of growth for its clients.
“As a company that built its reputation on helping brands navigate the digital era, creating many of the world’s most transformational digital products and applications, we recognize that AI has potential far greater than mobile, and even greater than the internet,” said Huge Global CEO, Mat Baxter. “More importantly, we’ve learned from these past waves of transformative technology that real advantage does not come from an inward, incremental focus, but from making what we call Huge Moves or game-changing acts of creativity that deliver lasting impact and powerful outcomes. Huge LIVE serves as the foundation from which we will help our clients make Huge Moves and empowers us to be a trailblazer for AI-powered creativity throughout the industry.”
Huge LIVE: AI-Powered Creativity.
Huge LIVE analyzes billions of diverse data points from numerous sources and discovers hidden trends and insights in real-time that help Huge clients identify opportunities, accelerate growth, outmaneuver competitors, and remain hyper-relevant in culture. It has already been successfully deployed for client use cases in various industries from automotive to toys, entertainment, and technology, to uncover industry whitespace, surface audience insights, profile priority segments, and define new paths to billions of dollars of growth.
Huge LIVE is part of a larger strategic plan to accelerate the adoption of AI across the organization and amongst its clients while minimizing risk. It is distinct from other innovations in the industry because it is the product of a unique collaboration across the entire organization. Rather than a purely data-driven approach, Huge took a more creative approach to building out the engine’s models, leveraging cultural semiotics and applying an anthropological lens to data science to analyze and predict consumer behaviors, define brand perceptions, and generate radical creative problem-solving capabilities.
“Many in the industry are looking at how to use AI incrementally, from facilitating brainstorming to speeding up or optimizing the creation of marketing content, but those applications are just table stakes when it comes to the opportunity,” added Baxter. “Huge is taking a much bigger picture view of AI, recognizing its potential to change everything.”
SOURCE: Businesswire