Dentsu Digital Launches "Execution Agent" to Support Digital Ad Dashboard Analysis via Conversational AI

Dentsu Digital Inc. has introduced "Execution Agent," a new feature within "∞AI MC Planning," part of its "∞AI®" marketing solution brand, which enables conversational AI-driven analysis of digital advertising dashboards.

While the adoption of BI tool-based dashboards is growing in digital advertising, accurately interpreting data and implementing improvements often depends heavily on individual experience and skills, leading to inconsistent analysis quality and speed. Furthermore, the reliance on specialized individuals for reporting tasks contributes to long onboarding times and extended lead times, hindering the acceleration of PDCA cycles.

To address these challenges, "Execution Agent" was developed to support the analysis of digital advertising data through conversations with AI on the dashboard. By utilizing AI trained on the practical knowledge of Dentsu Digital's planners, who have managed numerous advertising campaigns and reporting tasks, anyone can derive high-level insights—including data context—with consistent quality, regardless of their experience or proficiency with BI tools.

[Features of "Execution Agent"]

1. High-quality analysis via AI agents trained on planner expertise The knowledge and know-how of experienced planners have been articulated and used to train the AI. By standardizing aggregation content and output formats, consistent results are achieved regardless of who performs the analysis, thereby resolving inconsistencies and enhancing overall analysis quality.

2. Conversational interface enables goal-oriented analysis for beginners Users can generate reports by simply selecting metrics and granularity while conversing with the AI. By answering multiple-choice questions regarding "Overall Evaluation," "Acquisition Efficiency," and "Induction Effect," users can complete goal-oriented analyses. The feature provides an intuitive interface that allows even those with limited dashboard experience to generate reports instantly.

Moving forward, Dentsu Digital will continue to strengthen support for client in-housing via its AI solutions, including "∞AI," contributing to the business growth of its clients.