Dentsu APAC launches GPT-3 powered content creation engine

The engine uses AI and ML to predict how audiences will react to creative messages in real-time

Apr 14, 2021 08:43:00 AM | Article | Campaign India Team

Dentsu Asia Pacific’s Data Sciences division has launched a GPT-3 powered content generation engine, to produce several iterations of creative copy tied to historic and predictive performances of content. 
This feature will be merged with Dentsu International’s marquee data-driven marketing engine – the Dentsu Marketing Cloud.
The engine requires to be fed with a seed social media caption, theme or topic to generate the content within a few seconds and uses AI and ML (machine learning) to predict how audiences will engage and react to any creative message in real-time.
Sidharth Rao, chairman, Dentsu Webchutney and dentsumcgarrybowen India said, “One of modern marketing’s most powerful enablers has been using data to understand audiences and create content that resonates powerfully with them. While compelling storytelling is paramount to connecting brands with their audiences, data enables one to move beyond a single limiting thought, to unlock the full potential of an idea. As a digital-first creative network, products such as the GPT-3 powered content engine will enable our teams to mitigate the pressure that content creation requires through the intelligent use of technology to drive efficient creative products and deliver better customer experiences.”
Added Gautam Mehra, CEO, dentsu Programmatic and chief data officer, dentsu Asia Pacific, “AI & ML allow for the intelligent processing of information to deliver better efficiencies. With neuro-linguistic Programming and deep learning coming to the forefront of data-driven creative messaging, enabled by GPT-3 and its applications, the link between effective creative messaging and content generation at scale is entering its golden era. The use of this new technology within our creative product is testament to intelligence augmentation at the driving seat of creative innovation and yielding better outcomes for clients and marketing practitioners the world over.”