Dentsu Creative Joins Intel for the Effie Awards AI Committee

Last week, the 2025 Effie Awards Greater China AI Committee gathered at the Intel office in Beijing.

Dentsu Creative China had the privilege of being part of this initiative, with Ying Wang, the group account director, representing the agency among experts and executives from diverse industries such as technology, FMCG, sports, beauty, and marketing.

The panel held extensive conversations to specify the parameters of AI applications, address challenges within the industry, and develop judging criteria for the AI category, while also outlining prospective technological innovations.

Through a dynamic collaboration with Intel, Ying Wang and the Dentsu Creative team have launched several trailblazing campaigns that skilfully blend the latest technology, entertainment, and craft. These creative works have strikingly showcased the ways in which Intel’s innovations in AI technology can redefine the boundaries of creativity.

Intel collaborates with popular bands Secondhand Rose and Nova Heart, winners from the music variety show The Big Band 3, to infuse creativity and fun into content creation. From crafting scripts to designing visuals, the computer powered by AIGC has showcased an impressive ability to blend diverse styles in commercials.

When attention becomes a scarcity, Intel crafts the AI-tailored short film ‘Detective Jia’, featuring a mix of genres with storylines specifically designed to match the preferences of the audience through algorithms. In addition, the use of AI face-swapping technology allows millions of users to perform alongside leading roles.

As a major sponsor of the Paris 2024 Olympics, Intel uses AI to extract classical Chinese poetry and identify the pieces that best resonate with the core spirit of Chinese Olympic athletes, while utilising the AIGC feature to fuse the meanings of old poems with visuals from the Olympic Games, crafting timeless visual portrayals of key Olympic moments in a traditional aesthetic.

Speaking at the AI Committee, Paul Lu, the chief marketing officer for Intel China, noted that AI technology is shifting from isolated breakthroughs to influencing every aspect of the industry. He affirmed Intel’s dedication to fostering industry growth and innovation through cutting-edge technologies and strategic collaborations.

LEFT/Paul Lu; RIGHT/Ying Wang

Dentsu is an industry pioneer in the multifaceted use of AI technology, which provides distinctive value to our clients and society.

AI has been in use since the mid-2010s, and its impact on society has increased dramatically with the emergence of generative AI over the past few years. AI is rapidly transforming traditional workflows by streamlining all marketing-related activities, from data collection, analysis, utilisation, and ideation, to creative production.

Today, AI has become a universal technology - a common language, so to speak - not bound by country or region. For this reason, it is an area in which we can expect the strengths of One dentsu to be optimally multiplied.

We are already collaborating with, and learning from, each other in ways that transcend the boundaries of brands and regions. The Group will unite to focus on the utilisation of new technologies and pursue the never before, the greatest value for our clients, partners and society.