Dentsu says it is harnessing the power of Microsoft Copilot to bolster creativity and brand growth. The tool is reportedly enabling Dentsu to keep pace with the ever-increasing demand for content across a burgeoning number of channels at faster rates.

Kate Slade, Director of Emerging Technology Enablement at Dentsu, said employees are saving at least 15-30 minutes a day by using Copilot. Microsoft is touting Copilot as a game-changer in creative workflows - for instance it frees up Dentsu employees to focus more on strategic work by reducing and removing tactical tasks for Dentsu employees.

Angela Tangas, CEO of Dentsu UK and Ireland, said 'It is a unique opportunity to explore how generative AI and Microsoft Copilot can help optimise workflows and our investments. Also, how we co-create new value, new behaviors, and ultimately new spaces for brands, as an integrated growth partner."

James Thomas, Global Head of Technology at Dentsu Creative, concurred, stating that Copilot helps to translate creative ideas for clients more effectively. 'Before, we would sit with a client in a room for an ideation session, we would come up with ideas together, and we'd take that information and days or weeks later, we come back with creative visualizations of these ideas,' Thomas says. 'With Copilot, we've already got visuals and draft ideas of what things could look like with the client in the room, which means we can get to the right idea faster."

Dentsu and Microsoft claim that Microsoft Teams Premium and Copilot are accelerating every stage of the content and creative lifecycle at Dentsu. Its proprietary production platform, Digital Interact, hosts creative workflows, content, and client resources as its digital asset management system. This system interoperates with Teams and Copilot, further streamlining the creative process, the companies said.