Singapore – Global public relations agency Golin has launched an AI incubator called ‘SPARK’ in order to help the agency conceptualise creative content using AI platforms. Said incubator is designed to diversify ideation, elevate storytelling, and mobilise content delivery for the agency across APAC.
Initiated by Golin’s Creative Intelligence Unit in Singapore, SPARK explores artificial intelligence platforms including ChatGPT, Midjourney, and Dall.E as a starting point for strategic planning and creative ideation.
The team is also working with custom artificial intelligence (AI) platform developers in Asia to explore the potential of this technology for the communications industry.
With prior experience harnessing AI for sentiment analysis and predictive analytics, the Creative Intelligence Unit’s newest initiative expands the role of AI technology across three core areas namely ideation diversification, storytelling elevation, and content delivery mobilisation.
The Creative Intelligence Unit is composed of data storytellers and creative technologists across Hong Kong, Shanghai, Singapore and Taipei that work closely with client teams and integrated media teams.
Shouvik Prasanna Mukherjee, who was appointed as chief creative officer for Asia-Pacific at Golin, and heads the agency’s Creative Intelligence Unit, said, “Artificial Intelligence is the latest tool that’ll frame the next chapter of our evolution and how we utilise it will define our future. When stones or ideas collide, there is a spark that ignites the drive for change. SPARK will shape our ‘future of work’ in creative intelligence that is both hi-tech and high-touch.”
Meanwhile, Darren Burns, president for Asia-Pacific at Golin, commented, “SPARK unlocks impact for us as an agency but also for our clients, people and the industry. Brands come to us wanting to create change that makes an impact, and that’s exactly what SPARK stands for – being on the front line of innovation around AI.”