Horizon Media uses AI for cultural shift detection
Horizon Media's AI detects cultural shifts mid-campaign, aiding real-time adjustments in enterprise sales and stakeholder communication.
This AI solution, developed by Sightly and Vurvey Labs, analyzes real-time human sentiment alongside cultural and contextual media data. It's designed to help brands react swiftly to emerging news that might impact campaign perception. The AI identifies shifts by creating custom audiences based on consumer insights and cultural signals from news and social media. When shifts occur, the system flags conflicts and suggests adjustments to targeting and creative content. Dentsu's Carat is also experimenting with the capability. Horizon Media's John Koenigsberg emphasizes that the tool addresses the challenge of identifying actionable signals from vast amounts of data. He notes the goal is to foster collaboration and innovation through the HorizonOS platform. The aim is to enable media systems to adapt faster and with greater precision.
