GroupM Partners with DeepSeek to Streamline Media Purchasing in China
GroupM’s Strategic Move in Generative AI
GroupM, a leader in the media investment sector, is making strides in the generative AI landscape. Their data and insights division, known as Choreograph, has chosen to partner with DeepSeek, a Chinese AI company often compared to OpenAI. This collaboration aims to enhance their Audience Translator tool, which is designed to connect brands with specific target audiences on various advertising platforms.
Enhancing Audience Targeting
The primary objective of this integration is to enable brands to reach Chinese consumers more effectively and efficiently. In a post on LinkedIn, GroupM emphasized the importance of this advancement, stating that it allows them to deliver smarter and faster solutions for audience targeting.
Choreograph is utilizing DeepSeek’s open-source R1 model within its Audience Translator. This tool allows media planners to submit detailed queries related to their desired audience, including demographic information and specific areas of interest. The Audience Translator then processes and standardizes this audience data across different platforms, thereby ensuring the creation of consistent and accurate audience profiles.
Leveraging DeepSeek’s Technology
According to a representative from GroupM, by integrating DeepSeek’s model, they can leverage advanced Chinese Natural Language Processing (NLP) capabilities. This technology enhances their understanding of audiences in China, aids in refining audience descriptions, and assists in identifying the right mix of audience tags, essential for effective campaign planning. The spokesperson mentioned that the organization is continuously testing new models to enhance its offerings.
It’s important to note that GroupM is not forming a formal partnership with DeepSeek; instead, they are integrating the AI firm’s technology into one of their specific tools. This focused approach allows them to efficiently reach audiences not just for international brands operating in China but also for local Chinese brands.
The Rise of DeepSeek
DeepSeek has been making headlines, particularly in Silicon Valley, where many are trying to grasp the implications of its rapid growth. This Chinese AI company has captured both fascination and skepticism, as reports have surfaced questioning the reliability of its generative AI models. Despite this, DeepSeek’s technology is being adopted in various sectors within China, including legal and healthcare, where it plays a role in drafting documents and suggesting treatment plans.
A Future Integrated with AI
The increasing relevance of generative AI in advertising is clear. GroupM’s CEO, Brian Lesser, has remarked that in the coming years, media planning will likely become fully automated, with minimal human involvement. To prepare for this shift, GroupM is set to invest $30 million in training its workforce in AI technologies. The company has highlighted that about 70% of its new hires already possess experience with AI, indicating a strategic focus on adapting to a technology-driven future.
Summary of Key Points
- GroupM collaborates with DeepSeek to enhance its Audience Translator tool.
- The focus is on improving audience targeting for brands in China.
- DeepSeek’s R1 model provides advanced NLP capabilities for better audience insights.
- The use of DeepSeek’s technology is not a formal partnership but an integration within a specific tool.
- DeepSeek’s technology is gaining traction in various sectors in China.
- GroupM plans significant investments in AI training for its workforce as the landscape of media planning evolves.
