Dentsu adds Amazon GenAI tools to its growing suite of technology

From AdAge…

Dentsu has struck a deal with Amazon Web Services that will bring more generative AI tools into the holding company’s growing technology arsenal.

Two key platforms developed by AWS will now be accessible to Dentsu employees, for both client-facing and internal operations. Bedrock is a hub of AI models sourced from numerous providers, including Meta, Anthropic and Stability AI. Integrated through a single application programming interface (API), the service will immediately offer Dentsu more options to train task-specific bots, known as agents, as well as develop applications for brands.

The second platform is SageMaker, a kind of sandbox for building from scratch and testing machine learning models. The work performed inside of SageMaker can be highly experimental, which means Dentsu’s data scientists will likely get first access before their developments trickle down to other areas of the business.

Bedrock and SageMaker join a growing inventory of AI tools compiled by Dentsu over the last eight months. In June of 2023, the holding company struck a deal with Microsoft that enabled access to Azure OpenAI, a suite of AI models that includes OpenAI’s GPT-4, which powers its popular ChatGPT platform. At least one proprietary tool has come out of this tie-up: Merkle GenCX, which uses generative AI to enhance customer experience management for Dentsu clients.

Dentsu has also forged partnerships with Google for access to its Duet and Vortex platforms and Salesforce for access to its Einstein GPT service. These collective capabilities are being used by more than 5,000 Dentsu employees focused on AI, per a press statement. The holding company is also one of a growing number of advertising organizations to maintain an AI steering group, which behaves similarly to a think tank.