IPG’s Golin launches AI incubator SPARK to move towards creative intelligence

Interpublic Group’s public relations agency Golin has unveiled its new artificial intelligence (AI) incubator SPARK, a model designed to diversify ideation, elevate storytelling and mobilise content delivery for the agency across APAC, the release said.

Initiated by Golin’s creative intelligence unit in Singapore, SPARK explores artificial intelligence platforms including ChatGPT, Midjourney, Dall.E as a starting point for strategic planning and creative ideation.

The creative intelligence unit is comprised of data storytellers and creative technologists across Hong Kong, Shanghai, Singapore and Taipei that works closely with client teams and integrated media teams. The launch of SPARK follows the unit’s development and rollout of executive impact matrix, a data-driven solution to analyse the business impact that executive thought leadership delivers.

The team is also working with custom AI platform developers in Asia to explore the potential of this technology for the communications industry. 

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With prior experience harnessing AI for sentiment analysis and predictive analytics, the creative intelligence unit’s newest initiative expands the role of AI technology across three core areas.

The first core area is ideation diversification. With the utilisation of AI, tools are able to prompt counterintuitive hypotheses that strategists can explore throughout the planning process, and support them with research. During the beta testing period, this helped identify cultural insights and generate ideas for clients across hospitality, public service, the arts, and the financial services sectors.

The second is storytelling elevation. Through heightened production with controlled or limited resources, the SPARK model has helped the agency’s designers create diverse content including 3D spaces, character modelling and illustrative art with professional finesse using basic design tools. This opened up new storytelling opportunities for Golin’s clients in the technology and hospitality industries.

Lastly, there is content delivery mobilisation. From hosting brainstorming sessions powered by AI to generating mock-ups of ideas for tissue testing, SPARK has enhanced the operating model of the creative intelligence unit.

“Since the dawn of human civilisation, our ability to invent and apply tools have paved the path of progress,” said Shouvik Prasanna Mukherjee, chief creative officer, Asia Pacific for Golin, who heads the agency’s creative intelligence unit.

Mukherjee added: “Artificial Intelligence is the latest tool that’ll frame the next chapter of our evolution and how we utilise it will define our future. When stones or ideas collide, there is a spark that ignites the drive for change. SPARK will shape our ‘future of work’ in creative intelligence that is both hi-tech and high-touch.”

“SPARK unlocks impact for us as an agency but also for our clients, people and the industry,” said Darren Burns, president, Asia Pacific, for Golin. “Brands come to us wanting to create change that makes an impact, and that’s exactly what SPARK stands for – being on the front line of innovation around AI.”

MARKETING-INTERACTIVE has reached out for more information. 

Last month, Microsoft launched a new version of its search engine Bing in Beta, and web browser Edge powered by an upgraded version of the artificial intelligence (AI) technology that powers OpenAI’s chatbot, ChatGPT.

“Today, we’re launching an all new, AI-powered Bing search engine and Edge browser, available in preview now at Bing.com, to deliver better search, more complete answers, a new chat experience and the ability to generate content. We think of these tools as an AI copilot for the web,” said Yusuf Mehdi, the corporate vice president and consumer CMO of Microsoft in a statement on the company’s website that was seen by MARKETING-INTERACTIVE.

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