Kantar Leverages Microsoft AI to Revolutionize Advertising Intelligence
Kantar, a global brand growth and data analytics company, has transformed its advertising intelligence platform using Microsoft AI. The company's LINK AI ad-scoring platform now connects proprietary intelligence, AI models, and creative workflows to help marketers evaluate, optimize, generate, and improve content before it goes to market.
The shift from simply evaluating ads for effectiveness to optimizing and generating new ads has opened up a broader commercial opportunity for Kantar. 'It isn't enough just to be a trusted provider of content evaluation, but to provide greater actionability around it,' says Ashok Kalidas, Chief AI Scientist at Kantar.
Kantar's customers now need to move from insight to action much faster, and the company is in a unique position to meet that need. Working with Microsoft Forward Deployed Engineers (FDEs), Kantar has reimagined its creative intelligence platform to help marketers personalize and adapt content for different platforms.
The impact of this pivot could be enormous: a global company with 400+ brands may run tens of thousands of campaigns and millions of creative assets annually, supported by hundreds of millions in ad spend. Optimizing each asset with generative AI can meaningfully improve ROI and business performance.