Mat Baxter-led agency Huge launches LIVE AI tool
Interpublic Group’s (IPG) design and digital experience agency, Huge, led by former Australian industry leader Mat Baxter, has launched a new AI tool – the Living Intelligence Value Engine (LIVE).
Aimed at unlocking new areas of growth for clients, LIVE analyses data points from sources to discover hidden trends and insights in real-time.
Huge has launched AI tool LIVE
It’s goal is to help Huge’s clients identify new opportunities to accelerate growth and beat out competitors, while remaining ‘hyper-relevant’ in culture.
Baxter, the agency’s global CEO, said: “As a company that built its reputation on helping brands navigate the digital era, creating many of the world’s most transformational digital products and applications, we recognize that AI has potential far greater than mobile, and even greater than the internet.
“More importantly, we’ve learned from these past waves of transformative technology that real advantage does not come from an inward, incremental focus, but from making what we call huge moves or game-changing acts of creativity that deliver lasting impact and powerful outcomes. Huge LIVE serves as the foundation from which we will help our clients make huge moves and empowers us to be a trailblazer for AI-powered creativity throughout the industry.”
The new tool is part of Huge’s strategic plan to adopt AI across the agency, and rather than a purely data-driven approach, Baxter said it took a creative look at building the engine.
“Many in the industry are looking at how to use AI incrementally, from facilitating brainstorming to speeding up or optimizing the creation of marketing content, but those applications are just table stakes when it comes to the opportunity,” he said.
“Huge is taking a much bigger picture view of AI, recognizing its potential to change everything.”
LIVE will also be used to assist in the design of Huge’s Creative Capital Index, a tool to help businesses measure and increase their creativity.
The index will launch through 2023 and 2024.
Huge’s Australian arm launched in February this year, led by managing director Ben Skelsey.
Mumbrella has reached out to Skelsey for comment on the local opportunties.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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