IPG Mediabrands deepens AI focus with IBM partnership

Inventure Malaysia, the consulting unit of IPG Mediabrands Malaysia, today announced a strategic partnership with IBM to bolster its data and analytics capabilities.

The agency says it will now offer clients customised data solutions with the help of IBM tools Predictive Customer Intelligence and Watson Consumer Insights. The former allows for greater personalisation of consumer interactions, by analysing purchase behaviour, web activity, social media presence and other data points.

Watson Consumer Insights, IBM says, gives marketers better access to data across the whole consumer journey, helping identify target audiences and extract sharper insights.

Bala Pomaleh, IPG Mediabrands Malaysia CEO, said the agency is “constantly evaluating” new solutions for clients, and that “with easy access to martech solutions we’re able to bridge these requirements without reinventing the wheel”.

Sujith Rao, Inventure vice president, said while clients want highly customised products, there are often concerns around privacy. “These concerns are valid, and at no point would we want to breach the privacy of the consumer. This collaboration certainly closes the loop on that concern.”

John Mullins, director of Watson Customer Engagement at IBM Asia-Pacific, said: "By putting the power of AI into the hands of marketers, IBM Watson Customer Engagement gives marketers the insights and tools they need to strengthen customer engagement and drive growth."