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APCO launches AI Comms Lab

Dubai lab will develop use of AI in marketing and communications

APCO launches AI Comms Lab
APCO's AI Comms Lab will be headed by Imad Lahad.

Communications agency APCO Worldwide has launched an AI Comms Lab in Dubai, a first-of-its-kind innovation centre which will utilise artificial intelligence in marketing and corporate communications.

The lab will help clients fast-track AI solutions and technologies for use in areas including content optimization, storytelling, digital and social media optimization, video and creative, crisis, media monitoring, listening and insight.

The lab will also look at how AI can support communications teams in areas such as strategic planning and story telling. Voice assistants and voice-activated services,

The company said that AI will improve comms by simplifying processes, identify hidden trends, better customize experiences, and minimizing layers of interactions between brands and their stakeholders.

The lab will be led by Imad Lahad, Senior Director and Co-lead of APCO's Global Digital Practice.

Lahad said: "The APCO AI Comms Lab is not a product, not a service, nor is it digital 2.0. It is the foundation of our modus operandi at APCO Worldwide, helping our clients navigate the latest in innovation and the biggest of ideas. The lab is staffed by communications and technology experts who are tapping into the current demand for disruptive AI technologies. Currently, we are focusing on using AI to revolutionize the way we think about content, storytelling, digital and social media optimization, multimedia and creative, crisis management, media monitoring and digital listening. We are also excited about the potential of these technologies to shape strategies, and unlock new insights and opportunities for clients."

Brad Staples, CEO of APCO Worldwide, added: "With AI's potential contribution to the global economy projected to reach $15.7 trillion by 2030, this disruption will reshape the way businesses in all sectors try to meet the rising expectations of stakeholders and expand the concept of corporate resilience. APCO has always been on the cutting edge of new technologies and new methods. Investing in AI to help our clients innovate is the latest in that legacy, and it is one we are proud to continue."

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