Dentsu Digital and Dentsu launch AI-driven marketing services

Dentsu Digital and Dentsu have announced the launch of ‘Purchasing Market OneID Marketing,’ a service designed to connect customer analysis, marketing hypothesis generation, and execution through a unified ID system. The first phase of this initiative utilizes Amazon Marketing Cloud (AMC) to analyze purchasing and behavioral signals on Amazon, combining these insights with Dentsu’s proprietary panel survey data to deepen consumer understanding.

The service employs generative AI to organize multi-dimensional insights and formulate marketing hypotheses, such as defining target audiences and communication contexts. This allows companies to design and verify specific creative expressions and messaging, creating a continuous loop where results are fed back into future market analysis.

In a related study, Dentsu Digital and Dentsu PR Consulting revealed a strong correlation between media exposure and generative AI responses. Their analysis of 39 products across various categories showed a high positive correlation (0.80 overall) between the frequency of product mentions in web news and the frequency of mentions by major generative AI platforms. The findings suggest that consistent information dissemination and media presence are critical factors in how generative AI perceives and recommends brands.