Dentsu Inc. Develops "AICO" (Beta Version), an AI-Powered Advertising Copy Generation System
The text of the Dentsu Inc. news release distributed on May 17 is as follows.
May 17, 2017
Dentsu Inc. Develops "AICO" (β Version), an AI-Powered Advertising Copy Generation System
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has developed "AICO (AI Copy Writer)" (beta version), an artificial intelligence (AI)-based advertising copy generation system.
This system development stems from the reality that AI research and practical application are advancing rapidly, making it an increasingly indispensable technology even within the advertising communication domain our group serves. For example, realizing AI-generated advertising copy enables real-time message adaptation to TPO (Time, Place, Occasion), allowing for more personalized next-generation ad delivery in internet advertising, outdoor advertising, and transit advertising.
Our company has been researching next-generation advertising for about five years, conducting quantitative and qualitative evaluations of how advertising effectiveness changes based on the quality of ad copy. Building on this research, we have now developed this system through a joint effort with the Kano Laboratory* (Associate Professor Yoshinobu Kano) at Shizuoka University's Faculty of Information Science.
Prior to this announcement, Dentsu Inc. and the Kano Laboratory combined their respective expertise, know-how, and data to publish a "newspaper advertisement featuring a catchphrase written by artificial intelligence" last year. To achieve this, our copywriters, who are actively involved in practical advertising production, supported the AI's learning process, enabling the generation of copy that more closely resembles human-written content.
Moving forward, building on this development, we will advance our research and development. We aim to practicalize ad generation with more concrete expected advertising effects. Simultaneously, we will pursue research and development into unprecedented new advertising methods through collaboration between artificial intelligence and human creators.
*Shizuoka University Kano Laboratory
Shizuoka University's Kano Laboratory specializes in natural language processing. It has a strong track record in projects such as handling the social studies section for the "Can a Robot Pass the University of Tokyo Entrance Exam?" project, which aims to create an AI capable of answering university entrance exam questions; medical language information processing for automated electronic medical record processing and diagnostic support; and the "Werewolf AI," an automated player for dialogue games.
■Newspaper Advertisements Featuring Catchphrases Written by Artificial Intelligence
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0517-009291.html
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