The key to unlocking business growth with AI—a dentsu story

In many ways our modern day lives resemble a futuristic sci-fi movie. You can just imagine a preview with fast cuts and a deep booming voice over that reads something like this. After surviving the global pandemic, knowledge works adjust to a new way of life. Suits, daily commutes to the office, and elevator pleasantries are a thing of the past. In this digital-first era, business is now done virtually and is supported by AI companions like Copilot in the Microsoft Advertising Platform. People have outsourced mundane tasks to their AI digital assistants to focus their time on high value work. Inspiration and assistance are always just a prompt away for these savvy business folk as they hone their AI skills.

The role of AI in modern business

This may sound over dramatized, but in reality, it’s not far from where we’re today. AI is becoming an increasingly powerful tool that empowers individuals and businesses alike. 75% of global knowledge workers are already using generative AI in their daily lives. Those using it say it helps them focus on the most important work (85%) and makes them more creative (84%). It’s easy to throw out stats about the benefits of AI, but it’s important to remember that behind each data point is a story of how this technology helped an individual. We’re going to highlight some of those stories today.

dentsu's experience with Copilot in the Microsoft Advertising Platform

As a global leader in media and paid search, dentsu had the opportunity to use Copilot in the Microsoft Advertising Platform before it was officially released. Even with all the capabilities of an industry leading agency, they were excited to use the generative AI capabilities of Copilot in the Microsoft Advertising Platform to drive even greater efficiency and results. An easy way to think about Copilot in the Microsoft Advertising Platform, as noted by Kenneth Andrew, VP of Growth at Microsoft Advertising, it’s like having access to a highly skilled and experienced marketing manager at your fingertips that’s always ready and willing to assist.

Shortly after the dentsu team received access to Copilot in the Microsoft Advertising Platform, the benefits of individual use cases became evident. Cynthia Gutierrez, Senior Associate of Paid Search at dentsu, shared how she views Copilot in the Microsoft Advertising Platform as her go-to companion for efficient problem-solving.

Beyond Cynthia’s experience, the dentsu team found the Copilot chat experience extremely helpful, as it was able to address questions and provide best practice recommendations instantly, directly in the UI. This accelerated the overall campaign management experience, unlocking operational efficiencies and opportunities for performance gains through instantaneous support and in-platform guidance for launch and optimization tasks.

dentsu’s AI partnership with Microsoft

It’s worth noting that dentsu was no stranger to AI prior to using Copilot in the Microsoft Advertising Platform. In fact, they already had a strong partnership with Microsoft, both in the advertising space and in developing generative AI solutions on Microsoft’s Azure GPT model. Last year, dentsu had launched d.SCRIPTOR, an in-house proprietary ad copy optimization model. Even with their robust d.SCRIPTOR model already in place the team found plenty of complimentary value in using Copilot in the Microsoft Advertising Platform once they received access.

One example came from Michelle Ibarra, Associate Director of Paid Search at dentsu, who noted that the 'take me there now' feature in Copilot in the Microsoft Advertising Platform’s response was particularly useful, as it effortlessly navigated users to the exact area within their account that they needed.