Dentsu Deploys GPT-3 Powered Content Creation Engine – Branding in Asia Magazine


Dentsu Asia-Pacific’s Data Sciences division announced the launch of a GPT-3-powered content engine designed to produce multiple iterations of creative copy tied to historical and predictive content performance. The program is integrated into the dentsu Marketing Cloud.

By connecting GPT-3 to performance data, the content engine puts the power of artificial intelligence-based copy creation in the hands of every creative in the dentu network.

“One of the most powerful catalysts in modern marketing has been the use of data to understand audiences and create content that resonates strongly with them,” said Sidharth Rao, president of Dentsu Webchutney & dentsumcgarrybowen India.

“While compelling storytelling is paramount in connecting brands to their audiences, data enables one to go beyond a single limiting thought to unlock the full potential of an idea. As a digitally-driven creative network, products like the GPT-3 powered content engine will enable our teams to alleviate the pressure required to create content through the intelligent use of technology to generate a effective creative product and deliver better customer experiences.

The authoring engine is available in 15 languages ​​and applicable worldwide. Users feed the engine with a caption, theme, or social media topic and the engine generates multiple iterations of the best performing caption or post copy in seconds.

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

“AI and ML enable intelligent processing of information for greater efficiency. With neurolinguistic programming and deep learning at the forefront of data-driven creative messaging, made possible by GPT-3 and its applications, the link between effective creative messaging and large-scale content generation comes into its own. golden age, ”added Gautam Mehra, CEO, Programmatic & Chief Data Officer, dentu Asia-Pacific.

“The use of this new technology in our creative product is a testament to the increased intelligence at the heart of creative innovation and the achievement of better results for customers and marketers around the world. “

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Jenny T. Curlee