TBWA YEAR OF AI:?From Passion Projects to Productivity Partners?

This has been the big year of AI for TBWA\Helsinki. We have had a mentality of trial and error, rapid learning curve and managed to take the leap from AI passion projects to be the productivity partner for our clients.?

Our AI dedicated group of?10 people?has e.g. made sure AI is integrated in our daily work by training the entire organisation and then some – But not to worry, also the passion projects do remain:?A short film The Kalevala, created with AI, premiered last week at the Helsinki International Film Festival – Rakkautta & Anarkiaa / Love & Anarchy ?in Bio Rex Lasipalatsi. Kudos to Umberto Onza , Juha Snellman and Ville Hackzell , beautiful work!?

So in our agency life AI has become a key driver for us in enhancing both creative and strategic operations. These are a few examples of use cases:

• We utilize TBWA Co-Pirate, and other AI models that have been vetted and approved by Omnicom's expert security teams to help in our daily tasks. Including generating innovative ideas and refining strategic approaches.?
• We are involved in exclusive pilot programs for example with Adobe, OpenAI, and other industry leaders, ensuring we stay ahead of the curve when it comes to AI advancements. This allows us rapidly to train our peers with the latest insight and practices.
• We have spread the knowledge and trained more than?10 offices ?in TBWA collective, multiple global companies as well as industries from Nordic cinematographers to automotive, from within the Helsinki office.?

How does this AI integration and rapid learning help our customers then?

Hands-on masterclasses to hop on the speed train of AI: We have learned a lot while training our own staff, the TBWA agencies and clients. That’s why we are confident in offering tailored AI sessions for executives on leveraging AI for strategic business growth. For marketing teams, we provide hands-on masterclasses from AI assistants and prompt engineering to everyday tool and method deployment, with ongoing support for effective integration and learning.

Your very own, unique AI model: Generic tools are one thing, but a trained and industry savvy AI with specific tone of voice and insights is the next level. We don’t only use general AI tools, but train and tailor client-specific AI models to each brand’s unique needs. These models are trained with publicly available information and customized with specific client data, all while maintaining the highest standards of data security. This approach ensures we deliver more accurate, targeted, and impactful results for our clients.

And to wrap up a few words about the future. AI evolves and it’s never too late to grasp the speed of it. It's possible skip the previous rapid stages of development and jump on one of these waves:?

1. from generic to highly personalized?
2. from reactive to meeting evolving needs in real-time
3. from a simple automation tool into a key partner in creative and strategic innovation?

We would love to help out and share our AI knowledge for some quick wins, drop us a private message or contact Mikko Pietil? (CCXO, NEXT) Umberto Onza (Design Director, GenAI & Product Design) or Jukka-Pekka Paajanen (Creative Communications Strategist).?