Internally, Stagwell uses AI to increase efficiency in processes such as surveys and communications. The company has also created a private AI environment where agencies can propose ideas for AI applications. Penn believes that while AI will not replace human jobs in premium content creation, it could cause disruption in the creation of stock content. He advises companies to start with small, practical AI projects and focus on improving customer interaction through natural language systems.
Key takeaways:
- Stagwell launched its new AI tool, SmartAssets, at CES 2024. The tool is designed to analyze and iterate ad content.
- SmartAssets was developed by Locaria, a digital language agency in the Stagwell Group, and it breaks down content into individual elements and tests their performance.
- Stagwell is using AI to make processes more efficient, with products like PRofet that uses generative AI to help create news releases and research products that use AI to analyze focus groups.
- CEO Mark Penn advises companies to start with small, practical AI projects and focus on changing the interaction between the company and the consumer through natural language systems.