dentsu.Connect brings AI to marketing lifecycle

Dentsu has announced an advanced version of its proprietary operating system dentsu.Connect, positioning it as an AI-powered platform designed to unify marketing workflows across creative, media, production and customer experience.

The upgraded system introduces agentic AI capabilities intended to shift marketing operations from linear processes to predictive, outcome-driven decision-making, with automation handling routine tasks and human teams focused on strategy and creative output.

AI-driven operating system integrates marketing functions

The latest iteration of dentsu.Connect is structured to operate as a unified intelligence layer across the marketing lifecycle. It combines data synthesis, automated decisioning and workflow orchestration within a single environment, aiming to improve speed and coordination across disciplines.

The platform is designed to function as an integrated system rather than a collection of separate tools, enabling real-time optimisation and cross-functional collaboration.

Shirli Zelcer, Global Chief Data & Technology Officer at Dentsu: "This represents a fundamental shift in how intelligence is put to work—moving from connected applications to a fully agentic system where autonomous agents orchestrate workflows, surface real-time insight, and improve every decision. What makes this distinctly dentsu is that our craft, cultural instinct, and people intelligence are built directly into how the platform continues to learn and grow with our experts. We are not building for efficiency alone. We are building for exceptional outcomes, and the agentic future we are creating will redefine what it means to be a future-ready agency."

Modular design supports client flexibility

The platform has been developed with a focus on flexibility, allowing clients to adopt specific modules depending on their needs. It also supports integration with existing technology stacks, enabling interoperability without requiring system replacement.

A further element of the system is the use of proprietary models and agents built on Dentsu’s internal expertise, which the company describes as central to its competitive differentiation.

Intelligent agents reshape workflow execution

dentsu.Connect incorporates autonomous agents that manage tasks across workflows and connect external systems, enabling end-to-end execution rather than siloed activity. The system is intended to support both automated processes and human oversight within the same environment.

The platform is being introduced in phases, with continued development focused on responsible deployment and long-term performance across client operations.

Takeshi Sano, President and Global CEO, Dentsu: "The latest version of dentsu.Connect is a significant milestone in dentsu’s evolution into an AI-native global business that combines both artificial and people intelligence. We’re building a platform that is 100% focused on delivering agility, differentiation and growth to our clients, with technology that is open, interoperable and doesn’t lock clients into investments that become obsolete in the future. We’re making AI for growth – for our clients, for dentsu and for society."

George Westerman, Principal Research Scientist, MIT Sloan School of Management: "This goes well beyond a set of connected tools – dentsu.Connect is an integrated, intelligent system designed for how real teams solve complex, judgment-based work. From what I have seen so far, it has the potential to transform client delivery, helping creatives to manage the creative process faster and better than ever before."

The development reflects a broader industry shift toward AI-enabled operating models that combine automation with human decision-making in marketing services.

www.dentsu.com

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