“The world spent probably $1 trillion trying to create structured data,” Kahan said. “When LLMs came out, all of a sudden you could reason with unstructured data. Now you can go against all of that: campaign briefs, branding data, brand insights.”
The technology enabled Stagwell to move closer to what Penn calls “the holy grail of marketing,” an ability to answer very specific questions on demand.
“I want to turn around and be able to say: Which customers want back-to-school merchandise, live near our store, which brands should we sell, and when?” said Penn.
For USA Today Co., the urgency comes from falling search traffic. The company wants to turn anonymous visitors into known relationships it can monetize, a strategy CEO Mike Reed laid out on its investor call in August.
