• by Joe Mandese  @mp_joemandese, December 16, 2024

Noting that the influencer marketing industry is projected to top $24 billion this year, Dentsu touted the new service practice as being powered by a "next-generation operating system enabling brands to engage audiences with precision, delivering personalized content throughout the consumer journey."

Hyperbole aside, the holding company did not provide any examples, but asserted Dentsu Influence "transcends traditional influencer databases, providing access to a global network of creators across all niches and scales. Generative AI continuously analyzes data to optimise campaign strategies."

Specifically, Dentsu said the new platform/service practice offers:

• Access to a global network of creators on all major social platforms.

• Central dashboard with creator information, reach, performance metrics, and competitive activity.

• End-to-end measurement system leveraging generative AI to track real-time reach, engagement, and performance.