AI Briefing: Gale debuts generative AI platform for media-buying

Since the generative AI boom began, advertising holding companies and independent agencies have raced to develop their own platforms. Now, another agency has entered the race with its own AI platform focused on media-buying, sales, strategy and other operations.

Stagwell Inc.-owned Gale has a new platform called Alchemy.AI, evolved from the media agency’s previous Alchemy platform that also had its own internally built machine learning models. While numerous agencies have debuted new generative AI offerings built with large language models (LLMs), Gale founder and CEO Brad Simms said the agency wanted to make sure it had all the right safeguards in place. For example, he said Alchemy.AI was developed to be ISO-compliant and also adhere to strict data standards in Europe and California. 

“It’s one of the reasons why some might say we were late to the AI conversation,” said Simms, who founded Gale in 2014. “But I would say we were cautious to ensure the safeguards existed that allowed us to operationalize it in the way our clients would expect. I’m not so sure if we were sitting here a year ago that either of us would have been confident in the enterprise security of those LLMs.”

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