Introducing Small Language Models, the Ad Industry’s Latest Gen-AI Fix

Brands like AT&T, EY and Thomson Reuters are exploring the cheaper, more efficient SLMs

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Agencies and brands, driven by strategic business decisions to adopt generative artificial intelligence, are increasingly using small-language models for more task-driven solutions.

“As we work with clients, we plan to use [SLMs] because the data set [to train] is smaller, and its tasks are defined to a particular brand’s needs,” said Michael Olaye, ‪senior vice president and managing director of strategy and innovation at R/GA, which began testing SLMs in early January.

Interest in SLMs bubbled up last November when Microsoft announced the launch of its own SLM, Phi-2.



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