Singapore – Global professional and consulting services company Accenture has announced its strategic investment in generative AI platform Writer under ‘Project Spotlight’, their engagement and investment program that aims to help enterprises create and shape content more efficiently.

This investment allows Accenture to further provide marketing and communications professionals with Writer’s features to generate written content, synthesise various content and align writing to voice and brand guidelines.

Accenture started using Writer in 2021 to augment its writing proficiency and is now scaling Writer’s generative AI capabilities internally, while also preparing to offer them to clients as part of its existing capabilities.

This investment is also a part of Accenture’s announcement in June 2023 that the company would invest $3 billion in its Data & AI practice to help clients across all industries rapidly and responsibly advance and use AI to achieve greater growth, efficiency, and resilience.

Baiju Shah, chief strategy officer at Accenture Song, said, “Our continued investments in generative AI platforms will empower clients across all industries to transform how they create, personalise and distribute content at pace, but also safely, securely and with brand integrity.”

“We’ve entered a new era of tech-powered creativity and believe Writer’s enterprise-ready platform is a strong addition to Accenture’s comprehensive set of generative AI capabilities, tools and expertise, helping our clients capitalise on a wide range of uses across marketing and sales,” he added.

Meanwhile, May Habib, CEO and co-founder of Writer, commented, “Joining Accenture’s ‘Project Spotlight’ program will enable Writer to benefit from Accenture’s expertise from decades of deploying AI across industries and functions, and help us grow by driving broader awareness of our capabilities.” 

Notably, Writer is the latest company to join Accenture’s Project Spotlight, which offers extensive access to Accenture’s domain expertise and its enterprise clients, helping startups harness human creativity and deliver on the promise of their technology.