Dentsu, the advertising powerhouse, is expanding its push into generative artificial intelligence (Gen AI) by implementing Amazon’s Bedrock and SageMaker technologies. This decision represents a strategic shift in the holding company’s approach to open-source solutions and speedier innovation.
Historically, access to cutting-edge AI models has been hampered by proprietary software and hefty development expenses. Dentsu’s 72,000+ workers benefit from a wide library of third-party and open-source models thanks to Bedrock and SageMaker integration.
This “democratization” of AI development simplifies access to cutting-edge technology, encouraging more experimentation and creativity within product and engineering teams.
The decision follows a successful pilot program with Dentsu Digital Japan, which used Bedrock and SageMaker to build secure, personalized advertising solutions.
Their open approach represents the early stages of Gen AI, where experimentation and cooperation are critical to discovering the most effective solutions. This concept is reflected in their existing agreements with Microsoft (Azure OpenAI), Google, and Salesforce, each of which produces distinct AI products such as Merkle GenCX for customer experience management.
Dentsu is not alone in using open-source AI. Publicis Groupe is investing $300 million in its CoreAI platform, while WPP has collaborated with Nvidia on an AI-powered content engine. These developments emphasize the expanding role of open-source solutions in pushing industry-wide AI adoption.
Dentsu’s relationship with Amazon is a big step toward open-source AI development in the advertising sector. This strategic move expands access to cutting-edge technology, accelerating innovation and potentially changing the competitive environment. With Gen AI being in its early phases, open cooperation and experimentation will be critical to realizing its full potential.