Snap and Dentsu team up to leverage AI in new partnership

Snap Inc and Dentsu have partnered up to share advancements in AI and augmented reality (AR) to enhance performance advertising, in an arrangement entitled ‘Catalyst’.

The new partnership will allow Dentsu to tap into Snap’s AR technologies to captivate audiences and drive engagement, as part of its commitment to meeting the needs of its clients and innovating for impact.

Additionally, Catalyst can quantify the impact of AR advertising campaigns, providing clients with data-driven insights. This helps clients better understand the effectiveness of their AR initiatives.

The aim of the technical integrations is to help drive ROI and help future-proof brand marketing via privacy-centric targeting and marketing capabilities.

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Snap’s creative strategy experts will also run bespoke client immersion sessions and provide consultation to help inform. The move comes after Snap’s shares fell last year.

“Dentsu is dedicated to building brands for what’s next, and our partnership with Snap aligns to our ambition of innovating for impact. Our shared commitment to empowering brands to build communities, make connections, and leverage the creator economy has huge potential to drive brand growth,” said dentsu strategic managing partner Dilshan Swaris.

“We’re pioneering new and distinctive opportunities for clients to have genuine social influence. Snapchat’s reputation for creative possibilities, especially through AR, is well-established and its role in driving bottom-line results is increasingly recognised by brands,” he added.

Snap Inc’s European head of creative strategy David Norris added that the business was excited to work with Dentsu.

“The ambition here is to accelerate the understanding of our technology to enable greater creativity and impact on their clients, and we can’t wait to get started,” he said.


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