Dentsu has 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.
The adoption of Amazon Bedrock will provide a centralized API for accessing foundation models from top AI companies, while Amazon SageMaker will allow for the rapid development, training, and deployment of machine learning models by data scientists and developer, the company said in a January press release
This development builds upon dentsu’s current utilization of AI tools and services from various providers, including Microsoft, Google, Salesforce, and Adobe, as part of their efforts to enhance efficiency and creativity.
“Generative AI is one of the most transformational technologies of our lifetime, significantly impacting productivity and creativity,” said Atul Deo, general manager of Amazon Bedrock. “Using Amazon Bedrock, dentsu established new ways of improving productivity that combine technology with the knowledge of local teams.”
Leveraging AI for success
In a statement on January 23, the company said the implementation of GenAI will help to accelerate innovation for its team of 72,000 employees by providing a streamlined process for deploying third-party and open-source models. This will provide dentsu employees with access to cutting-edge technologies from the global technology community.
Amazon Bedrock, a fully managed service, offers a variety of top-performing foundation models from leading AI companies through a single API. It also offers a wide range of capabilities to create GenAI applications that meet dentsu’s strict standards for security, privacy, and responsible AI.
“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,” says Deo.
“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.”
Additionally, Amazon SageMaker enables dentsu’s data scientists and developers to easily build, train, and deploy machine-learning models on any scale. The platform includes modules that can be used together or separately to develop and deploy models efficiently. As a result, dentsu’s client teams will have unprecedented access to platforms that allow them to quickly innovate and prototype on a large scale, leading to the creation of new products and services that drive client outcomes.
Furthermore, dentsu will have access to top-of-class capabilities for deploying proprietary AWS models such as Amazon Titan, which offers a wide range of high-performing choices for image, multimodal, and text models.
The road to AI
The implementation of these recently introduced services in dentsu was initiated by DentsuDigital in Japan through a closed preview program with AWS. The team has closely collaborated with dentsu colleagues globally to efficiently enhance their skills and provide assistance, along with utilizing GenAI for prototypes.
“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,” says Saturo Yamamoto, executive officer for AI at DentsuDigital.
According to Atul Deo, General Manager of Amazon Bedrock, the technology of Generative AI is highly transformative and has a significant impact on productivity and creativity. By utilizing Amazon Bedrock, dentsu has found innovative ways to enhance productivity by combining technology with the expertise of local teams. This includes the ability to experiment and evaluate top foundational models for advertising use cases, while also securely customizing them with their own data. This not only opens up new opportunities for dentsu to become more efficient and cost-effective, but also allows for increased team creativity. The partnership between Amazon Bedrock and dentsu is expected to continue growing and supporting the development of generative AI-powered tools that will empower customers to boost productivity and drive innovation.
The recent announcement further expands on previous reports regarding dentsu’s utilization of various AI solutions and offerings offered by leading companies such as Microsoft, Google, Salesforce, and Adobe.
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