Huge Launches 'LIVE' Living Intelligence Value Engine

Interpublic Group's digital design and innovation division Huge has launched an AI-powered creative asset analysis tool called Living Intelligence Value Engine (LIVE). The tool analyzes billions of data points from numerous sources to uncover hidden trends and insights in real time.

Interpublic says Huge's approach to building out the LIVE models was not purely data-driven but more creative, using cultural semiotics and applying an anthropological lens to data science. This helps it to analyse and predict consumer behavior, define brand perceptions, and work on creative problem-solving.

The solution has already been deployed for client use cases in various industries - from automotive to toys, entertainment and technology - to surface audience insights, profile priority segments and define new paths to growth. Huge is also using LIVE to design a suite of proprietary creativity applications and products, including the soon-to-be-launched Creative Capital Index (CCI), which will help understand all those of an organization's assets that enable creative problem-solving and innovation, and track how the relative value of those assets rises and falls over time as compared to industry benchmarks.

The development of Huge LIVE has included input from Lisa De Bonis, Chief Product Officer; Frisco Chau, Global Head of Data and Insights; and Michelle Yaiser, GVP of Data Products. The division's Global CEO, Mat Baxter (pictured), comments: '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. Huge is taking a much bigger picture view of AI, recognizing its potential to change everything'.

Web site: www.hugeinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.