In this week’s Week In Review: Dentsu signs the EU AI Pact, IPG names Yaniv Sarig as Global Head of AI Commerce, US publishers push back against Big Tech, and more.
Brands and Agencies
Making Science Adopts Google Agentspace
Making Science, an AI marketing consultancy, has adopted Google Agentspace, a Gen AI platform that enables conversational interaction with enterprise tools like Salesforce, SAP, and Jira. Over 800 employees are already using the platform to streamline tasks, access data, and improve decision-making, Making Science revealed.
“Choosing Google Agentspace reaffirms our commitment to technological innovation and our ability to lead real digital transformation from within. This initiative allows us not only to gain efficiency but also to learn from experience to better support our clients in their own generative artificial intelligence adoption processes,” said José Antonio Martínez Aguilar, Founder and CEO of Making Science.
Dentsu Becomes First Global Marketing Group to Sign EU AI Pact
Dentsu has become the first global marketing and advertising holding company to sign the EU AI Pact, a voluntary initiative by the European Commission promoting responsible AI practices ahead of the EU AI Act’s full implementation. The EU AI Pact focuses on governance, high-risk AI mapping, and AI literacy to guide organisations in aligning with upcoming regulations. By committing to the pact, Dentsu said that with the initiative it aims to build transparency, accountability, and trust in its AI-powered marketing solutions, setting a new industry benchmark.
“Signing the EU AI Pact is a natural commitment for us, and we are proud to stand alongside the many other companies who have joined the Pact in a collective effort towards more responsible use of AI.” said André Andrade, CEO, Dentsu EMEA.
“At Dentsu, we see AI as a tool to enhance creativity, effectiveness and deliver better outcomes for our clients. By committing to responsible AI practices, we are not only staying ahead of regulatory requirements but also delivering on our promise to innovate with impact.”
Interpublic Group Appoints Yaniv Sarig as Global Head of AI Commerce
Interpublic Group (IPG) announced Yaniv Sarig is its new Global Head of AI Commerce, expanding on his previous consulting role with the company. Reporting to Global Chief Commerce Strategy Officer Jeriad Zoghby, Sarig will lead the development of agentic commerce solutions. Sarig will collaborate with IPG’s agency and tech teams to build integrated AI commerce platforms, incorporating data signals from Intelligence Node (acquired in 2024), and partnering with key players like Salsify, Pacvue, and Flywheel to enhance omnichannel performance and client ROI, the holding company said.
“We are thrilled to have Yaniv join our team in an expanded capacity,” said Zoghby. “He brings a unique perspective as a pioneer in applying machine learning and automation to commerce and as a former CEO of a publicly traded consumer goods company. This strategic hire underscores Interpublic’s commitment to leveraging AI advancements towards commerce innovation, equipping brands with the systems and insights needed to compete in an ever-evolving digital landscape.”
Media
US News Publishers Launch ‘Support Responsible AI’ Campaign
Hundreds of US news publishers, including The New York Times and The Washington Post, have launched the ‘Support Responsible AI’ ad campaign, ran by the News/Media Alliance trade association, calling on lawmakers in Washington to hold Big Tech accountable for using creative content to train AI models without permission or compensation. The campaign argues that Gen AI is undermining original content by diverting traffic and revenue from publishers, threatening the future of journalism, creative industries, and public access to trustworthy information. This initiative comes after the UK’s ‘Make It Fair’ campaign, which saw major UK newspapers sporting the same cover in solidarity against the unchecked use of creative content to train AI models.
Snapchat Releases AI-Powered Sponsored Lenses to Boost Brand Engagement
Snapchat has introduced Sponsored AI Lenses, a new GenAI-driven ad format that allows users to transform their appearance with branded AI visuals, creating immersive and personalised brand experiences. Each lens integrates the user with a company’s branding, encouraging content sharing and increasing organic reach. Snapchat claims brands can see 25–45 percent more impressions daily due to higher engagement rates. Early adopters include Uber, Tinder, and Coldplay, who used the format to drive festive and promotional campaigns. The launch highlights Snapchat’s move to offer AI-powered tools that deepen user-brand interaction in the evolving ad space.
Fremantle Launches Imaginae Studios, a Standalone AI Production Brand
Fremantle, the British TV production giant behind hit TV shows like American Idol and Neighbours, has launched Imaginae Studios, a new AI-focused production label aimed at pushing creative boundaries and storytelling innovation. The standalone studio will operate independently under Fremantle’s Europe CEO and COO Andrea Scrosati, with a dedicated team exploring how AI can enhance content creation across video, sound, and visuals.
Scrosati describes Imaginae as a “creative sanctuary” that bridges human creativity with cutting-edge technology. He said: “We believe that behind every powerful AI tool, there must be a brilliant creative mind guiding its potential. Join us to shape the future of storytelling, where your passion for content creation and the opportunities that come from innovation can truly flourish.”
Film Director James Cameron Backs AI to Cut VFX Costs
Film Director James Cameron has said the future of blockbuster filmmaking depends on halving VFX costs – and he’s exploring how AI can help without displacing creative talent. Speaking on the Boz to the Future podcast, the filmmaker emphasised the need for more efficient production methods and said he was open to using AI for efficiency and cost-cutting. Cameron joined the board of Stability AI in late 2024, the parent company of text-to-image model Stable Diffusion.
Tech
Shopify CEO Tells Staff to Use AI Before Hiring
Shopify CEO Tobi Lütke has told employees that they can only hire new staff if they can’t be replaced with AI. In a memo posted on X, Lütke urged teams to ask: “What would this area look like if autonomous AI agents were already part of the team?”
“Before asking for more Headcount and resources, teams must demonstrate why they cannot get what they want done using AI,” he said.
Lütke went on to described AI-use as a “fundamental expectation of everyone at Shopify.”
Meta Unveils Llama 4 Models
Meta has launched Llama 4, its latest suite of AI language models. The release includes four distinct models – Scout, Maverick, Behemoth, and Reasoning – each tailored for different computing environments. Meta claims Llama 4 outperforms competitors across nearly all benchmarks, though results are based on internal testing. Backed by an estimated 350,000 Nvidia H100 chips, Meta now leads the industry in AI compute capacity – positioning Llama 4 as a contender in the evolving AI arms race.
HubSpot Unveils AI Agent Features
HubSpot has launched over 200 new AI-powered features. Key updates include AI agent technology Breeze Agents, which have the capacity to resolve over 50 percent of support tickets automatically, and new tools like the Knowledge Base Agent, Prospecting Agent, and Content Agent to scale support, sales, and marketing.
HubSpot’s Executive Vice President of Product, Andy Pitre, said: “SMBs don’t need more AI hype – they need technology that helps. The products we’re launching at the Spring 2025 Spotlight are helping teams move fast on AI and solve their go-to-market challenges.”
