Inside one agency’s efforts to build its own AI platform

Inside one agency’s efforts to build its own AI platform

These days, it seems like everyone is building their AI capabilities. But what will it take for these tools and strategies to stand out for agencies?

(Our comprehensive look at various holding companies’ investments and efforts in AI so far.)

In September, Hylink Group’s technology division Forge launched the end-to-end AI platform Designed with enterprise customer support insights and operations in mind, Humphrey Ho, managing partner of Hylink, explained that Sorano is unique in that it can design and deploy the platform for individual customers – with capabilities backed by a network of AI assistants learning more skills. by the time. .

Like other AI platforms for marketing and advertising, the tool aims to provide features such as consumer insights, campaign management, and media buying using predictive algorithms and machine learning models.

“We aim to become true advisors and consultants,” Ho told Digiday. “We need broad data analysis capabilities to determine competitor strategies and guide customers through their decision-making processes. The AI ​​tool was a no-brainer decision.

In this interview, Ho discusses why the agency decided to build this proprietary software and how clients in the fashion, luxury, and beauty industries are using the tool.

It has been edited and condensed for clarity.

What prompted you to create a proprietary AI tool?

Given our small size compared to multinational holding companies, we have to find ways to operate more efficiently. Because we are an independent agency, our employees often stay with the company for a long time. If processes are never challenged, people will become accustomed to one way of thinking and working. With an AI thought partner, using historical data and globally mined data, enables us to think outside traditional boundaries.

Many agencies are rolling out their own AI programs. What makes different from others?

With Sorano, we harness the power of AI agents to explain our AI models, effectively removing human bias while refining and enriching data. We realize that our AI models, while unique today, may not be so tomorrow. What really sets our solution apart is not just the AI ​​model itself, but the AI ​​agent driving its training. We realize that although today’s AI agent may outperform, its future performance remains uncertain. We will have to continue to evaluate its performance and update the tool as we go.

How do these AI agents work?

Traditional AI relies on vast amounts of human-borne data to train its machine learning algorithms. In contrast, agents are autonomous entities that actively interact with their environment, collect data through sensors and perform actions using actuators to achieve their goals. This self-learning capability enables our AI agents to continuously improve their performance, eliminating the need for a large team of experts to constantly debug and update our database. For analysts, it’s like having hundreds of assistants to help compile data and make a common, known decision. For those who are less imaginative, it allows room for imagination.

What do you find most promising about emerging technologies such as artificial intelligence?

AI is no different from any other digital good. It accelerates productivity, innovation, and pushes our customers and ourselves beyond anything we could have imagined. Artificial intelligence expands our understanding of how quickly tasks can be completed and excites our imagination. It promotes a deeper understanding of how to quickly uncover solutions through a multi-faceted approach to thinking. Traditional research methods are by nature two-dimensional and provide only closed answers.

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