Days after WPP's GroupM unit released new data estimating that more than two-thirds (69.5%) of all advertising already is enabled by AI, Interpublic this morning announced that its digital design agency Huge has, "for the first time in the company's history, 25% of its projects contain AI components."

Interpublic's announcement did not delineate how AI was contained in those projects, nor what previous percentage of AI benchmarks were, but it cited projects for Google, Hublot and "newly announced client, Darling Ingredients" among the roster it has developed AI projects for.

“For 25 years, Huge has excelled at knowing what’s next in technology and helping clients navigate new frontiers to design beautiful, human-centric experiences that unlock growth,” Huge CEO Lisa De Bonis said in a statement, adding, “Today, we’re doing the same with AI. Leveraging its power to elevate what we build and how we build industry-defining experiences.”

Huge also touted a "next wave of intelligence experiences" already in development and coined an IX (for intelligent experiences) acronym to manifest them. The new IX work includes projects from the aforementioned Huge roster clients:

• Darling Ingredients: Huge launched a new flagship digital experience using a wealth of imagery created entirely by AI to deliver both production efficiencies and brand elevation.

• Google: Huge is enhancing Google’s Keyword blog and news site with AI to make Google product news and tips more accessible, saving time and adding value for readers.

• Hublot: Huge is developing the first “Luxury AI” prototype to deliver highly personalized, white-glove experiences aimed at increasing customer lifetime value.