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Generative AI is changing the marketing game. In April, Stagwell headed to Google Next to discuss that change, and what it means for Chief Marketing Officers and other C-Suite leaders in the next year.  

The event also marked Stagwell’s first software release via its Google Cloud partnership, introducing a data clean room to securely enhance client data with Stagwell’s extensive resources. More on that here.  

For now, hear from our at Stagwell Marketing Cloud and Left Field Labs about the three biggest takeaways from Google Next. 

The Sky’s the Limit But Use Cases are the Target

At Google Next – and at several marketing and technology conference this year, including CES and SXSW – the clear challenge to attendees was the two-step from theoretical implementations of AI to hard use-cases that provide value to consumers (and reasons for investment). It’s no wonder companies in attendance debuted over 101 real-world use cases for generative AI, spanning applications to consumer experiences, back-end-operations, insights, and more.  

Some common themes emerged as to where AI is providing the most immediate value:  

  • AI to accelerate the curation of essential business insights: AI21 Labs showcased how they use a BigQuery integration called Contextual Answers to allow users to query data across their businesses conversationally.  
  • AI to put the power of storytelling in everyone’s fingertips. Google unveiled Google Vids, a new AI-powered video creation app in its Workspace suite that can do everything from generate a storyboard, piece together first drafts of videos from stock multimedia, and do voiceovers.  
  • AI to bring real-time tracking to the customer experience: UPS is constructing a digital twin of its entire distribution network that will enable customers to see where their packages are at any time.

 

AI Will Mean a Rewriting of Every Customer Interface – Here’s Where to Begin

Artificial intelligence represents a quantum leap for creativity and productivity.  As a network on the beat of marketing, we know that AI’s rise will mean a rewriting of almost all customer interfaces as companies race to deliver consumers the personalized experiences they’ve desired since the dawn of the internet. At Google Next, Stagwell CTO Merrill Raman and Stagwell Marketing Cloud CTO Mansoor Basha emphasized that the first step brands should take to reap the benefits of AI should be assessing their organization’s data infrastructure to ensure it is primed for AI.  

Tactically, that may mean deep clean-up of existing first party data sources using data science best practices to get the information organized in a manner that AI can extract useful insights from. Or it may mean partnering with a third-party data provider who can supplement your view of existing and prospective consumers. 

AI Can Be the Bedrock for Trust, When Implemented Appropriately

As Left Field Labs CEO Sarah Mehler shared at Google Next: with growth in AI utilization, a critical question to consider is how do we build trust with audiences when considering AI implementation? Striking the right tone in AI-enabled communications is a primary step. And remember that communication that reflects cultural and demographic nuances is what ultimately resonates with audiences and builds trust in new systems. Well-practiced organizations will apply sentiment analysis to better understand the emotions of a user and provide appropriate responses (thus driving traction and building more successful outcomes).  

Attention to detail is also crucial for building trust in AI implementations. A “Chain of Verification” is one of several methods that can be employed to enhance the accuracy of information provided by AI systems. This process involves multiple steps to validate information before it is conveyed to the user. For instance, after our language model generates a response, we can employ a separate validation model to scrutinize the facts within that response. This secondary check helps to identify and correct any inaccuracies or ‘hallucinations’—instances where the model generates false or misleading information. By systematically verifying data through multiple layers, we can provide more reliable and trustworthy outputs. 

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

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Originally Released On

PRNewswire







NEW YORKApril 9, 2024 /PRNewswire/ — Stagwell (NASDAQ: STGW) Marketing Cloud today announced it is developing a new data clean room (DCR) solution built on Google Cloud to facilitate a secure and private space for clients and agencies to upload and match their first-party data with proprietary data from Stagwell sources.

Through the DCR, clients can gain valuable insights into consumer behavior and marketing efficacy, while ensuring compliance with privacy regulations. Clients will be able to match their first party data with Stagwell’s Consumer Understanding and Engagement platform (CUE), Harris Poll Syndicated Research Data and National Research Group data, as well as additional Stagwell and third-party sources, and then activate those audiences directly across preferred ad tech platforms in an easy and cost-efficient manner.

“Our end goal is to reduce any friction for our clients and their ability to share data in a privacy-centric way,” shared Merrill Raman, Global Chief Technology Officer at Stagwell. “For clients, matching their data within our data clean room grants them unparalleled access to the rich and proprietary data that Stagwell has collected and serves as a single source of truth towards understanding campaign performance in an omnichannel world.”

“We’re excited to continue working with Google Cloud to build the next chapter of digital marketing solutions and keep Stagwell’s agencies at the forefront of marketing outcomes,” shared Mansoor Basha, Chief Technology Officer at Stagwell Marketing Cloud.

This is the second engagement Stagwell has pursued with Google Cloud. In November 2023, Stagwell announced a partnership with Google Cloud to develop marketing use-cases for Generative AI.  

“We’re excited to expand our partnership with Stagwell to bring more actionable business insights to customers,” said Kelly Sitarski, Director of Data and Content Partnerships, Google Cloud. “Using BigQuery, Stagwell can combine, streamline, and optimize its diverse data sources to help marketers achieve their business goals.” 

About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

About Stagwell Marketing Cloud 
Stagwell Marketing Cloud (SMC) is a marketing-focused, AI-enablement platform built for the modern marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers strategic consumer research, communications, and media activation for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com.

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Kara Gelber
pr@stagwellglobal.com

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Mark Penn, Chairman and CEO, Stagwell

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Stagwell believes AI is a quantum leap for creativity and productivity, and we are organizing our offerings around the “Three E’s of AI”: enablement across operations, efficiency in marketing and engagement with customers. We have taken a number of steps in the past quarter as we look to lead the AI-based transformation of marketing services, and we are heading into 2024 with one mission: to help clients embrace this new chapter of value creation.

I’m proud to share an update on digital innovation at Stagwell over the past quarter. If you have questions about any of the below, please reach out to me to discuss. We will also be at CES in January 2024 hosting a series of conversations and experiences at the intersection of business, marketing and impactful technology; check our website for opportunities to connect.

Stagwell and Google Cloud Platform Team Up to Develop Gen AI Marketing Solutions

In a move that will accelerate our product development capabilities in the Stagwell Marketing Cloud, we have entered a unique partnership with Google Cloud to develop generative AI marketing solutions for our clients. This collaboration will accelerate our ability to identify, build and scale AI products, getting market-shifting technology in the hands of our partners faster than ever. We are united with Google in our aim to democratize access to the value large language models and gen AI tools can bring to enterprise. We will begin development immediately on solutions spanning brand campaigns, data analytics and insights, and a proprietary Stagwell LLM purpose-built for our clients. Read more in this Digiday exclusive.

Bringing Research-as-a-Service and AI-Powered Influencer Management to Clients with SMC

We launched significant enhancements to SMC’s AI-driven marketing tools in Q3, beginning with the debut of Harris Quest, a suite of integrated AI-based marketing research products including self-service polling and other “instant information” SaaS solutions. AI is an enabler for more performative business intelligence, and through HarrisQuest, we’re arming modern leaders with on-demand “research-as-a-service,” helping them keep ahead of the breakneck pace of consumer opinion. Elsewhere in the Cloud, we bolstered PRophet, our AI tool for communicators, with new influencer discovery and campaign management capabilities, as well as machine-learning based news monitoring. With PRophet, we’re quickly building a viable competitor to the integrated comms tech suites in the market today.

Adding to AI Capabilities with Left Field Labs Acquisition

Stagwell’s network grew in Q3 with the acquisition of Left Field Labs, a digital agency with expertise in AI and cutting-edge consumer experiences. Left Field Labs has built a 15-year track record of developing digital experiences never imagined before for blue-chip clients across tech, telecoms and business services, including Google, Meta, Amazon, Uber and Cisco. The agency’s major projects include helping Verizon to define and commercialize its 5G services and game engine Unity to reimagine remote entertainment with EDM music. Left Field Labs will join the Constellation Network to develop a bench of solutions integrating AI, immersive experiences and enterprise transformation. Read more about the acquisition in Ad Age.

Leading on Out-of-Home with Goodstuff and Assembly’s OVO Energy Campaign 

Outside the realm of AI, our agencies are working with clients on unique technology integrations to major brand efforts. In the digital out of home space, our media firms Goodstuff and Assembly collaborated to help OVO Energy in the U.K. launch a series of digital billboards that only appear when the National Grid is running on renewable energy. So that the billboards update data in real time, Goodstuff and Assembly established a programmatic buying technology that auto-bids when the grid is greener. The project builds on OVO’s “Power Move” platform, which rewards customers for shifting energy use to off-peak times when the grid is powered by renewables. The high-tech campaign appeared across more than 2600 screens and garnered big attention across the U.K. marketing industry. Read more in Campaign UK

Winning Awards for Digital Transformation

Finally, our digital transformation network Code and Theory, which includes Kettle and Mediacurrent, is picking up recognition after recognition for its remarkable digital experiences. In the past quarter, Code and Theory won six coveted W3 awards, recognizing the best in digital experiences, content and creativity. The awards – 3 Gold and 3 Silver – reflect client work for YETI, Tipico, Departures and the Georgia Department of Agriculture. We’re especially proud of Code’s work for YETI, “Year in Preview,” which was a first-of-its-kind interactive experience that allowed users to personalize a calendar of over 135 events spanning hunting, surfing, rodeo and other active communities. In addition to its W3 wins, the work received recognition in Fast Company’s Innovation by Design awards this year.

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Mark Penn, Chairman and CEO, Stagwell

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Generative AI will mean a rewriting of almost all customer interfaces and this industry has barely scratched the surface of its potential. At Stagwell we believe the runway for future work will explode in the next 12-18 months and we are well prepared to push the frontiers of AI in marketing, with Stagwell Marketing Cloud already in the market with gen AI products.   

I’m proud to share an update on digital innovation at Stagwell over the past quarter. If you have questions about any of the below, please reach out to me to discuss. 

Expanding Our Market Edge with PRophet

Our PRophet product delivering generative and predictive AI for PR professionals has now signed on Alpha IR, Jive PR + Digital, Radical Company and Impact Partners in the enterprise client category and has won another PR industry contest as the best new martech product out there. We expect, by the end of the year, to be fully competitive with larger systems from Cision and serve as a full replacement. We have already deployed generative AI in the product to produce new content, briefing books and pitches, and recently released a multi-pitch tool and executive bio generator, helping communications professionals save a tremendous number of hours.    

AI in Action: Assembly Drives Big Results for Ace Hardware

 

While generative AI has taken the limelight in recent years, our media agencies have long leveraged AI to drive better client results. And even Alphabet is taking notice. Long-time Assembly client Ace Hardware’s omnichannel strategy and results were highlighted on Alphabet’s Q2 earnings call this cycle. To quote Alphabet’s Chief Business Officer Philipp Schindler about Assembly’s work: “Take Ace Hardware, who tapped into AI-powered search and omnibidding to capture increased seasonal demand leading up to Memorial Day. This drove increases across online sales, store visits, and in-store sales – resulting in 87% YoY growth in omni revenue from Google Ads and led to one of the largest revenue weeks ever for Ace store owners.” 

Helping Brands Get Smarter with SmartAssets

 

Our latest startup in the Stagwell Marketing Cloud is hitting the market fast and furiously. SmartAssets essentially uses AI to categorize content, bring it up to brand standards and point it to where it can be most effective. Or as we like to say at Stagwell: it’s a tool for getting the right message to the right person at precisely the right time. With AI-powered asset categorization, performance analytics and instant creative adjustments, SmartAssets helps brands better optimize production and overall media performance. And big brands are itching to put it to use; SmartAssets has already attracted the attention of a large European CPG client. Learn more about the product here.  

AI in Action: Code and Theory Taps ChatGPT for Challenger Betting Site 

 

AI transformation is a tangible opportunity to improve efficiency, harvest data insights for monetization and expand our offerings with new capabilities. For example, Tipico, a European sportsbook, came to Stagwell’s Code and Theory network to create and launch a campaign that would help them break into the mainstream U.S. sports betting industry. Right away, Code tapped into ChatGPT for persona development, a process that used to often take weeks but now took the team less than 48 hours. Code created a living persona using first-party app data, its own tools, desk research and audience interviews and trained ChatGPT on four personas that we can now have conversations with. The speed and accuracy of this AI strategy paid massive dividends, with the campaign’s Ohio-focused launch reaching 57% of its 2023 acquisition target and soaring to claim 32% share of voice in the Ohio market. Through the work, Tipico instantly became a top-five betting site in the state. 

How Will AI Transform Marketing?

 

AI will transform marketing yet again, but humans will continue to reign supreme as advertising becomes smarter and more effective. Read my thoughts on the 10 mini-revolutions in marketing that AI will bring on Forbes.com.

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Bonjour! We were at Cannes LIONS, hitting the Palais, fringe stages, and SPORT BEACH to bring you fresh insights every day of the festival. Today in 3 Quick Things: Brands and agencies at Cannes LIONS get creative trying to make the world a better place. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)

  1. IT CAN BE PROFITABLE BEING GREEN Is carbon-free advertising a possibility? Felipe Thomaz, deputy director of the Oxford Future of Marketing Initiative, thinks so. At his Ad Net Zero panel in the Palais, he claimed as clients start factoring in carbon as an operating cost, agencies will follow. “Once I win your business away from you by being greener … you will be under tremendous pressure to match me.” SUSTAINABLE BUSINESS: GALE becomes largest agency to cut ties with fossil fuels
  2. WOMEN DESERVE BETTER Companies can’t “just pink it and shrink it,” said Wilson Brand’s Amanda Lamb at SPORT BEACH. In the same panel, Olympic champion Allyson Felix said she started her shoe company, Saysh, because other women’s sneakers were built on molds of men’s feet. The message: Brands can’t just pander to women, they have to meet their specific needs in products and marketing. Hopefully, more women in top marketing positions will help. At The Female Quotient’s Equality Lounge, Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, shared a stat: Women now make up a majority of CMOs for companies in AdAge’s list of top 100 advertisers. WATCH: Building for the Female Athlete
  3. MORE AI, MORE PROBLEMS? Forget the robot apocalypse. Will AI lead to rampant copyright abuse? Lost jobs? Boring content? Those were the big questions on the Croisette. Two big takeaways from Cannes LIONS: 1) AI tools that create video and images will need to be trained on copyright-free material to be useful for (responsible) agencies. 2)
    Relying solely on generative AI for creative tasks is a bad idea. As Google’s Robert Wong said at the Palais, “You always need someone with taste to choose the best line. AI does not have taste.” DIVE DEEPER: Embracing Generative AI: A Responsible Approach

Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

On the sand at SPORT BEACH, Anton Vincent, President, Mars Wrigley, North America, talked to the NFL’s Mack Hollins and Damaune Journey, Global Chief Growth Officer, 72andSunny, about treating business like sports, sustainable growth, and the importance of the Black Executive CMO Alliance (BECA).

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Bonjour! We were at Cannes LIONS, hitting the Palais, fringe stages, and SPORT BEACH to bring you fresh insights every day of the festival. Today in 3 Quick Things: Plug in friends. We’re exploring all things tech at Cannes LIONS 2023. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)

  1. THE AI REVOLUTION IS REAL OpenAI COO Brad Lightcap said AI tools like ChatGPT and DALL·E would lead to an “explosion of creativity” in the marketing industry. His key points: Creatives will use it to generate and enhance ideas more quickly, e.g. easy-to-create storyboards that let agencies explore lots of possibilities. Meanwhile, on the rooftop of the Carlton, Code and Theory’s co-founder and executive chairman Dan Gardner stressed that companies need to embed AI across their entire ecosystems – not just in one-off use cases. DIVE DEEPER: Mark Penn sees AR and AI as the industry’s biggest disruptors
  2. YOU HAVE THE POW(AR) What’s holding back brands on AR? The perception that it’s difficult to create and activate at meaningful scale, said CPB president, North America, Maggie Malek at Hôtel Martinez. But Snap’s AR tools and companies like Stagwell’s ARound are making it easier to target passionate new customers in unique ways.
    Speaking of Snap, it teamed up with Disney to build an immersive AR exhibit at Cannes LIONS. And AR developer Niantic announced Rewarded AR, an ad platform that will allow for branded content in mixed-reality games like Pokémon GO. THE APPLE EFFECT: What Apple’s new $3,499 Vision Pro headset means for brands
  3. DON’T SLEEP ON THE METAVERSE With all the attention on AI, brands may have neglected opportunities in the metaverse. At the Palais, Roblox’s Christina Wootton said that’s a huge mistake: brands (especially fashion labels) have a great opportunity to connect with Gen Z in the metaverse. Plus, she doesn’t see AI and the metaverse as in conflict, noting that brands could use generative AI to populate the metaverse with a ton of enticing content. NEW RESEARCH: NRG’s Fandex says innovation creates fans, and fans are 3.5x more likely to advocate for brands.

Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

At SPORT BEACH, Olympian Allyson Felix talked to Evin Shutt, Global Chief Executive Officer and Partner, 72andSunny, about founding her footwear company Saysh and women’s sports.

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Mark Penn, Chairman and CEO, Stagwell

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Marketing is undergoing a fundamental technology-based transformation, as I discussed with FINTECH.TV recently, and the organizations that build fast across new frontiers will be best positioned for growth in the new digital economy.

At Stagwell, we believe Augmented Reality (AR) and Artificial Intelligence (AI) will be the most impactful technologies for modern marketers over the next decade, and we’re working fast to scale our digital and technology offerings to unlock their power. Over the past quarter, we’ve expanded our shared AR product ARound into three professional sports leagues and led the conversation on generative AI with our new tool “Taylor” in the Stagwell Marketing Cloud. We have also set a goal for all agencies within our network to become AI leaders. Already, we’re seeing some of our digital product shops attract premier partners to aid in developing those solutions for clients.

I’m proud to share an update on digital innovation at Stagwell. If you have questions about any of the below, please reach out to me to discuss.

ARound Brings Shared Augmented Reality to Teams in Three Professional Sports Leagues

ARound is partnering with its first NBA team, the Cleveland Cavaliers, on a shared AR experience called “Cavs ARcade,” which kicked off during the 2023 playoffs in the Rocket Mortgage FieldHouse. ARound’s customized shared AR experiences for each team allow fans to digitally interact with the court or field, witness real-time effects, and take their fan experience to the next level. This partnership officially brings ARound to three American professional sports leagues: the MLB (via partnerships with Kansas City Royals and the Minnesota Twins), the NFL (via partnership with the Los Angeles Rams), and the NBA. 

The media is taking notice. Read Fast Company’s new profile of ARound, which dives into how the world’s first stadium-scale shared AR platform promises to change how fans engage with sports events and, eventually, all live events.  

Unlocking the Power of AI with Oracle Cloud Infrastructure and LexisNexis

 

Stagwell companies announced several exciting technology partnerships across AI this quarter.

As brands look to embed artificial intelligence across their entire business over the next five years, Code and Theory announced it is building new AI capabilities with Oracle Cloud Infrastructure. This collaboration combines OCI’s computing power and secure infrastructure with Code and Theory’s award winning digital-first creative thinking to unlock AI-powered innovation at scale. Ultimately, this will enable Code and Theory to implement custom AI interfaces in four areas – engineering, business intelligence, generative, and cloud services – to help fuel growth and transformation across automotive, hospitality, retail, and financial services. 

And Stagwell Marketing Cloud’s PRophet announced an alliance with LexisNexis to power PRophet’s industry leading AI platform, which collectively boasts access to over 200,000 global news sources from high authority outlets and journalists, including hyperlocal media, newsletters, trade publications, and blogs. The partnership is another step in helping PR pros become more performative, predictive, and productive Communications Engineers and follows the launch of “Taylor”, our generative AI tool. You can access a freemium trial of Taylor by visiting www.prprophet.ai

Stagwell’s “Shark Tank” Innovation Challenge Awards $1M in Funding to AI Platform to Optimize Media Execution

ARound, discussed above, began as a pitch in 2020 during Stagwell Marketing Cloud’s yearly internal “Shark Tank” Innovation Competition. Just over two years later, SMC’s “Shark Tank” continues to generate product innovation from within the network. This quarter, we publicly unveiled the 2022 winner: SmartAssets, an AI-powered SaaS ad platform focused on AI-powered asset management, performance analytics, and instant creative adjustments. The team behind Smart Assets from Locaria will receive up to $1 million in funding to bring the product to market. Read the Digiday story for more details and check out this Q+A with the team behind the pitch.  

Dispatch from Web Summit Rio: Marketers Need to Have Their Heads in the Cloud in 2023

 

We don’t have to look to immersive worlds for marketing’s next big evolution. The next big evolution in the way our organizations work with clients will come further upstream – as far up as the troposphere. In 2023, the creative marketing cloud will be the unsung story of marketing transformation.  

Watch my keynote presentation at the inaugural Web Summit Rio for more on why marketers need to have their heads in the Cloud in 2023. 

FINTECH.TV: The Transformation of the Marketing Sector 

 

What does Stagwell look like today and where is it headed? I joined FINTECH.TV on the floor of the New York Stock Exchange after our quarterly earnings report last week to talk about the ways our organization is leading the transformation of the marketing sector. Please view the clip here

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Stagwell and our partners at Infinite Reality teamed up at SXSW 2023 to explore the ways that fandom, technology and consumers are converging in immersive experiences, helping bring consumers closer to the sports, entertainment, music and games they love. Hear from leaders at United Masters, Napster, AFROPUNK and more about how the consumer imperative for more immersive experiences are shaping early entertainment and commerce in the metaverse. Stream episodes from the SXSW 2023 Podcast Lounge below. 

 Alexis Williams, Chief Brand Officer, NA 

Talent in the Metaverse 

What’s next in connection, community, and commerce for avatars, athletes and artists? Hear from Tracy Benson, CEO and Founder of Obsesh, Nova Han of Nova Han Productions, and Helix Wolfson, President of Metaverse Operations at Infinite Reality. Stream the episode.

Creator Economy and the Metaverse

How are creators and platforms envisioning the future of fandom and engagement in the metaverse and other immersive realities? Maggie Malek, CEO, MMI and John Rough, SVP, Enterprise for Untied Masters, discuss. Stream the episode.

Fandom, Music, and Metaverse 

VentureBeat’s Dean Takahashi, Jonathan Vlassopulos, CEO of Napster, and Animal Concerts Executive Producer, Music, Anthony Mazzo discuss how brands can connect with artists, music, platforms and communities in the metaverse. Stream the episode.

Inclusivity in the Metaverse 

AFROPUNK founder Jocelyn Cooper and Shelby Larkin, Director, Global Partnership development at SoFi Stadium and Hollywood Park discuss diverse communities can benefit from the Metaverse. Stream the episode. 

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Mark Penn, Chairman and CEO, Stagwell

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When I launched Stagwell, I promised we would transform marketing with digital strategy and technology innovation, and we are off-to-the-races in 2023 building game-changing AR and AI products to do just that. From pressing our advantage as early-movers in the artificial intelligence and communications technology space, to breaking world records with our augmented reality partners, I’m proud to share an update on the digital innovation efforts underway across Stagwell.

AI is one of the most talked about trends in business in 2023. There’s a lot of buzz, hype, and predictions afoot about what it can and can’t do for advertising. We’re believers in AI as enablement technology — while it can certainly replace around 85% of marketing activity, the final 15% is powered by that intangible human element that makes creative marketing soar. 

Our teams are working to help our partners around the world absorb the promises and pitfalls of this new technology. Visit our website to hear more from our experts about this new frontier, and if you have questions about any of the below, please reach out to me to discuss. 

“Did AI Write that Press Release?” Meet Taylor, Stagwell Marketing Cloud’s New Generative AI Tool

Stagwell has officially launched the communications industry’s first free generative AI writing tool, Taylor. Fully integrated into PRophet, our AI SaaS platform, Taylor (a play on “tailored content”) will help PR professionals write press releases, story pitches, and even generate social media posts — saving untold amounts of time and resources. Read more in Fast Company.   

Taylor will be one part of Stagwell’s much more significant investment in AI. Stagwell Marketing Cloud has formalized a Comms Tech Business Unit, led by Aaron Kwittken, to provide a suite of AI-powered products and services to reinvigorate the PR field. The Comms Tech Unit will include PRophet and Koalifyed, an influencer discovery and campaign management platform, with more transformative software tools around narrative analysis, combating misinformation, and managing brand safety to come.   

Visit our website to learn more about how Stagwell is transforming marketing with AI. 

ARound and the Rams Give Los Angeles a White Christmas in Augmented Reality

ARound, our shared augmented reality product within the Stagwell Marketing Cloud, worked with the Los Angeles Rams and SoFi Stadium to give Los Angeles a White Christmas in AR – and break a world record for the largest snowball fight in the world of augmented reality. ARound launched the experience during the Rams-Broncos Christmas Day game; over 42,000 snowballs were tossed by 1,5000 participants, with an average in-game engagement time of 15 minutes per participant.  

For those of you who are new to the product, ARound uses 3D spatial computing to map large-scale venues and localize content to individual users, allowing attendees to see the same real-time 3D effects and participate in the same shared experiences. This is a new, connected marketing medium, enabling brands to reach fans at scale with stadium-wide AR games, contests, effects, and a remote experience amplifying the energy and excitement of game days. 

Hear from Founder Josh Beatty on what brands and fans can expect from ARound Season 2 here.

Using Technology to Fuel Specialty Media Innovation

At CES 2023 in January, Stagwell was the only global marketing services network to exhibit on the main convention floor as we focused on showing how we transform marketing through impactful technology. There, we unveiled an exciting new division in the Stagwell Marketing Cloud to build Specialty Media formats that offer brands novel ways to reach, engage, and monetize key consumer segments across sports, travel, retail, news, and dining. The unit currently includes ARound, our shared AR product in use by the Los Angeles Rams; a new QR code powered marketplace for restaurants and bars; and a new travel marketplace from Ink.    

Through this tech-focused approach, we are bringing new experiences to consumers, whether at the stadium, in a restaurant, or on an airplane. Along with these experiences comes a wealth of creative marketing opportunities, adding, as Digiday reports, yet another “bow in the quiver” of the Cloud that keeps us at the forefront of new forms of richly targeted media

Transforming Marketing through Impactful Technology

Stagwell is built to transform marketing through impactful technology, helping power unmistakable business outcomes for our clients and positive change for society. 

Download our short lookbook for a window into how Stagwell’s network helps harmonize the art and science of modern marketing for results. 

 

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By: Rafe Needleman, SVP, Technology Content, Allison+Partners

 

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Artificial Intelligence will change your job — not in five years, not next year, but now. If you’re not 100% convinced, spend some time experimenting with ChatGPT, the conversational chatbot released into open beta by OpenAI in November 2022. ChatGPT is the first free and easytouse chat product based on the groundbreaking GPT 3 Large Language Model (LLM). 

The product is a web-based chat system you can have a real conversation with. It is uncanny how well it constructs text output based on almost any input. It can answer questions, generate what appear to be original ideas and hold a decent conversation on any topic. It can also create plausible technical documentation, such as computer code and macros, and food recipes.  

If you haven’t already tried it, you should. This technology will have a huge impact on communications, marketing and advertising. It will change your job, as much as the introduction of the internet did.   

For many people, ChatGPT provides the first glimpse into what this type of AI will do for us in the future. It is both amazing and terrifying. And the revolution starts today.  

Here’s what to know to get started: 

1. You can use ChatGPT today to improve your productivity.

ChatGPT a great collaborator for generating ideas and outlines. Experiencing writer’s block? Ask ChatGPT to help get you going. Try “Outline an article about…” for starters.  

ChatGPT is also good at getting you up to speed on new topics (Try, “Explain Kubernetes”) and summarizing meetings and complex stories: Type, “Give me the bullet points for this:” and then paste in text from a transcript or story. It can even write Excel macros and more advanced computer code. As part of your existing workflow, ChatGPT can be a great starting point. But keep in mind it can’t (yet) replace all your human skills. Keep reading for why.  

2. ChatGPT lies.

ChatGPT is designed to create text that fits a linguistic model. While it is often useful and accurate, it does frequently make stuff up out of nowhere. In some instances, it gets facts completely wrong (ChatGPT seems to be convinced Russia has sent several bears into space, for example; it hasn’t!). Even if it has the correct information in its enormous corpus of knowledge, that doesn’t mean it understands it, and its output can sound completely plausible while being far off target. It’s also critical to remember ChatGPT was trained in 2021. It knows nothing about the world after that.  

Simply put, you can’t trust ChatGPT for accuracy. Always verify what it gives you. 

3. The field is evolving fast, and you need policies.

If you’re going to use this technology, it’s important to lay out clear guidelines as to how. For example, if you use ChatGPT to write an article for a client, does that need to be disclosed? How about if you use it to prepare social media copy? Let’s say you ask it to write a blog post optimized for a particular audience or SEO. Or maybe you just use it to get an article outline started. Is that something you need to tell stakeholders? 

Communications companies have already caught flack for using generative AI to create content. Publications like CNET have used ChatGPT to write articles for months, The Associated Press has incorporated some kind of AI since 2015, and even The Washington Post employed it to help write for the 2020 Presidential Election. They are all still working out how to use it and how they should publicly disclose its use for written articles.  

You must work out how you incorporate the technology into your day-to-day work in a responsible way.  Make it clear how your teams should and shouldn’t use the tool, knowing its limitations and pitfalls. And make sure you communicate this to partners and customers.  

4. Meet the “AI Native”

The capability of AI to generate original and useful creative work at scale will prove to be one of the foundational technologies of the 21st century. It will change how we live, work, learn and even think. The children born into this world will be “AI natives” and will understand the world of ideas in a different way from their parents. We can hope this technology will mostly be used to advance the way we learn and think, just as calculators changed our relationship with math. But we simply do not know yet how the developing brain will react to this type of machine intelligence. 

One thing we do need to look out for, though, is a growing digital divide exacerbated by this technology. AI is not cheap to create or run, and some populations may just not have access to it, potentially putting them at an economic disadvantage. It will be a global challenge to create a responsible framework for the distribution of this tech. 

5. Generative AI will impact your job, but it won’t kill it.

The software’s ability to create useful customized content is staggering and fundamental. It will certainly change how you work, as well as the nature of creative work at all levels and in every industry, worldwide.   

However, no matter how useful (or damaging) this technology becomes, AI will always lack imagination, vision and compassion. Adapting to this new technology will not be easy, it is still only a tool, and we can use it to reinforce our best, most human qualities. It will still need you – your humanity, your personality, your perspective and your soul.   

Be ready to change, adapt and embrace this new technology as another tool in your box of tricks. 

Those who ignore the power of AI in communications will fall behind a skills curve. It’s something we’ve already embraced at A+P as one of the many tools we use. And we help clients navigate how to make the most out of this amazing technology. Keep following this blog and our social media feeds on LinkedIn, Twitter, and Facebook as we continue our series on the power of AI.

Disclosure: This story was written by a human.

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