IPG's Huge Unveils AI-powered Subscription Product

As the marketing ecosystem continues to wrestle with the impact of generative AI, Huge has launched a new subscription product called “Culture Decoder”.

Huge, the IPG agency that pivoted last year to become a creative consultancy is unveiling today a new product for clients -- an AI-powered tool designed to help brands better understand the cultural trends important to their customers.  

By analyzing billions of data points, the proprietary tool, which has been dubbed the Culture Decoder, assesses trend relevance for target customer groups and calculates the size, sentiment, and momentum of each trend. It also provides recommendations to help brands drive engagement.  

“For years, brands have struggled to stay relevant and authentic in their attempts to keep up with what is important to their customers,” said newly anointed global chief executive officer, Lisa De Bonis. 

De Bonis, who succeeded Mat Baxter as head of the firm last month, asserted that the new offering can provide clients a better understanding of existing customers and make it “easier to connect with new audiences as well.”  

According to the consultancy, brands in the automotive, banking, financial services, insurance, and retail industries can leverage Culture Decoder to develop insights within a handful of metrics, including customer fit, or the significance or relevance of a trend within a target audience.  

Full story at MediaPost.