Dentsu Aegis Network creates AI-powered copywriter in Singapore

The Singapore-based global data innovation centre – part of the Dentsu Aegis Network – has created an artificial intelligence-powered copywriter called ‘project leo’.

A spokesperson for the agency said: “The solution is currently able to generate Google Search ads by developing a large bank of ads and leveraging Google’s machine learning as well as consumer intent match capabilities.

“When executed for hospitality clients, click-through rates have improved between 3% to 10% and cost-per-click reduced between 30% to 42%.”

The tool is just one of a suite of solutions developed by the network’s first ever global research and development centre. 

The other solutions include ‘project infinity’, which aims to transform data into actionable insight; ‘project pearl’ which optimises programmatic advertising and ‘adcelerate’ that provides insights on maximising the return on investment on digital media.

All these tools will help businesses “solve the core challenges they face in the digital economy”, according to Dentsu Aegis Network.

The centre that created these products was launched in 2016 in Singapore and serves as a global hub for data scientists and technology talent within the Dentsu Aegis Network.

Speaking about the solutions, GDIC managing director Audrey Kuah said: “We are really pleased to launch GDIC’s latest solutions that aim to help our clients navigate through the challenges of the future by understanding and creating value out of these massive flows of data.

“In a region as diverse as ours, it is important for businesses to understand what prompts consumers to take action and create relevant approaches in the most cost-effective ways possible. 

“It is also a proud moment for the centre to spearhead the development of innovative applications here at home in Singapore and having them deployed in our offices all around the globe while driving the discussions globally on how artificial intelligence, data, technology and DAN’s store of marketing knowledge and expertise can and should redefine the marketing and advertising industry.”

Last year, Alibaba had announced an AI-based copywriting tool that passed the Turing test and was apparently able to generate 20,000 lines of copy in a second.


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