Dentsu Teams Up with AWS to Further Scale GenAI Innovation for Brands

Dentsu today announced it has extended its relationship with Amazon Web Services (AWS) by adopting two key services to further scale its use of generative artificial intelligence (GenAI), driving new levels of innovation and opportunity for clients. Amazon Bedrock and Amazon SageMaker add new, differentiated technologies to dentsu’s full enterprise-grade, GenAI stack. Dentsu’s AI strategy, to provide safe and pervasive use of tools across the global business for the development of both client-ready products and operational innovations, is already yielding impactful results. With AI-driven client campaigns already in the field and the widespread adoption of AI-powered tools to boost workflows, drive efficiency and unleash creativity, dentsu is driving real, responsible results.

Implementing GenAI will allow dentsu to help its team of over 72,000 employees globally to innovate faster. Using Amazon Bedrock and Amazon SageMaker will help dentsu to more easily and more quickly deploy third-party and open source models across its product and engineering teams. This gives dentsu employees access to a vast range of cutting-edge technologies from the external global technology community. Amazon Bedrock is a fully managed service that offers a choice of high-performing foundation models from leading AI companies via a single API, along with a broad set of capabilities for building GenAI applications which meet dentsu’s high standards for security, privacy, and responsible AI. Meanwhile, Amazon SageMaker enables dentsu’s data scientists and developers to build, train, and deploy machine-learning models on any scale, quickly and easily. It includes modules that can be used together or independently to build, train and deploy models. The result is game-changing levels of access to platforms that give dentsu’s client teams the ability to quickly innovative and prototype at scale, creating new products and services to drive client outcomes. It also provides dentsu access to best-in-class capabilities for deploying AWS proprietary models such as Amazon Titan, which provides a breadth of high-performing image, multimodal, and text model choice.

The use of these new services within dentsu has been pioneered by Dentsu Digital, Japan, during a private preview programme with AWS. The team has worked in close collaboration with dentsu colleagues around the world to quickly upskill and support, as well as apply GenAI to prototypes.

Saturo Yamamoto, Dentsu Digital Inc. executive officer in charge of AI, commented, “Dentsu has been developing multiple AI solutions on AWS, and we continue this tradition with our latest advanced customer experience enhancement service brand "∞AI (mugen AI)", some components of which also leverage AWS infrastructure. We have been actively evaluating methods to harness the potential of Amazon Bedrock immediately following its release, intending to integrate these AI capabilities into our service progressively. We eagerly anticipate continuing to contribute to our clients' growth and transformation through our products, as we have done so far.”

“Generative AI is one of the most transformational technologies of our lifetime, significantly impacting productivity and creativity,” said Atul Deo, general manager, Amazon Bedrock. “Using Amazon Bedrock, dentsu established new ways of improving productivity that combine technology with the knowledge of local teams. For example, dentsu is able to easily experiment with and evaluate top foundational models for advertising use cases, privately customizing them with their own data securely. This opens up new opportunities for dentsu to become more efficient and cost-effective, whilst increasing team creativity. We look forward to growing our relationship with dentsu in these next years and supporting the development of generative AI-powered tools that enable customers to boost productivity and power innovation.”

Today’s announcement builds on news last year about dentsu’s deployment of a range of AI tools and services from Microsoft, Google, Salesforce and Adobe.