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When R/GA first rolled out its dedicated artificial intelligence practice, Brand AI, last July, the global agency touted the internal unit’s potential to produce branded chatbots, voice apps and other projects that put new AI-related technologies front and center.
A little over a year later, the division’s role has changed considerably, according to R/GA chief technology officer Nick Coronges. While it has certainly created campaigns with explicit AI elements—a chatbot for the Cosmopolitan of Las Vegas, for instance—the agency has found the tech to be of much more use in the behind-the-scenes workflow of its operations across the board.