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    Dentsu Rolls Out GPT-3 Powered Content Creation Engine

    The program is embedded in dentsu's Marketing Cloud.

    By The Staff - Apr 15, 2021
    Dentsu Rolls Out GPT-3 Powered Content Creation Engine

    Sidharth Rao and Gautam Mehra

    Dentsu Asia Pacific’s Data Sciences Division has announced the launch of a GPT-3 powered content generation engine, designed to produce several iterations of creative copy tied to historic and predictive performances of content. The program is embedded in dentsu’s Marketing Cloud.

    By linking GPT-3 with performance data, the content generation engine puts the power of artificial intelligence-led copy-creation in the hands of every creative across the dentsu network.

    “One of modern marketing’s most powerful enablers has been using data to understand audiences and create content that resonates powerfully with them,” said Sidharth Rao, Chairman, Dentsu Webchutney & dentsumcgarrybowen India.

    “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 product and deliver better customer experiences.”

    The creative engine is available in 15 languages and applicable globally. Users feed the engine with a seed social media caption, theme or topic and the engine generates several iterations of the best predicted performing caption or post copy within a few seconds.

    The underlying intelligence of the tool can apply quantitative analysis to both pre and post-live-testing cycles and uses AI & ML to predict how audiences will engage and react to any creative message in real-time.

    “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,” added Gautam Mehra, CEO, Programmatic & Chief Data Officer, dentsu Asia Pacific.

    “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.”

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