Built over the past six months, Silverside’s objective is to forge new AI capabilities for Pereira O’Dell and other agencies under the Serviceplan Americas umbrella, like Mediaplus North America and L&C NYC. Global agency group Serviceplan Group is also launching an AI lab headquartered in Munich.
Silverside AI offers a consultative approach to its brand partners. Many brands, for example, said Wrubel, are struggling with how to use AI to improve the efficiency of content creation.
“We’ll talk to [them] very specifically about those challenges and use tools and partners we’re working with to rapidly change the way they generate creative,” he added.
Silverside AI is building its client roster—overseen by Wrubel—and it currently has three brands on the books, but the agency wouldn’t share specifics.
Playing mentor to startups
Silverside AI has collaborated with five AI firms, among them Pactto, an AI company founded by two former Adobe product managers, which scales the exchange of creative direction and feedback. The collaboration also includes firms like GoCharlie, which employs super agents to operate text and image generators for marketing.
Pactto is the only firm that plans to shape its product development with guidance from the agency. The other startups will benefit from the agency’s mentorship in exchange for their AI services being used by brand partners at Silverside AI at a service-based cost.
“They’ve already gotten their funding and financing, but we’re partnering to develop more custom applications to scale across our clients,” said Wrubel. “It’s possible we could invest in them. But we’re currently not and [only] providing advice and resources.”
Rapid experiments
Silverside AI evolved from Pereira O’Dell’s AI lab, which has helped grow the agency’s AI capabilities.
Internal tools, such as The Insights Machine, were born out of the AI lab. The Insights Machine is used by the agency’s strategists to aggregate large amounts of client data through AI and natural language processing in order to create interactive marketing personas and inform creative strategies.
“From the AI lab, the team learned that rapid experimentation matters,” said Wrubel. “The technology is changing so quickly, the odds are that it will be outmoded in three to six weeks, not even months.”
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