{"id":21097,"date":"2024-04-18T18:03:50","date_gmt":"2024-04-18T18:03:50","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21097"},"modified":"2024-04-18T18:03:51","modified_gmt":"2024-04-18T18:03:51","slug":"palantir-is-pitching-ad-agencies-on-its-ai-technology","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21097","title":{"rendered":"Palantir is pitching ad agencies on its AI technology"},"content":{"rendered":"

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Palantir, the controversial software company with ties to intelligence agencies, is turning to the agency world as part of its continued efforts to grow its commercial business.<\/p>\n

The company, which was co-founded by venture capitalist Peter Thiel, has pitched advertising agencies on utilizing its year-old AI platform AIP, according to two executives from different agencies who attended pitches.<\/p>\n

In a pitch deck shared with Marketing Brew, Palantir presents \u201cwide-ranging use cases and applications\u201d of AIP for tasks including \u201cpricing and inventory planning,\u201d \u201cprogrammatic sales,\u201d and \u201ccampaign optimization.\u201d<\/p>\n

Palantir, which received early funding from the CIA, describes itself in the pitch deck as a builder of \u201cleading software platforms for data-driven operations and decision-making.\u201d Over the years, it\u2019s become known for\u2014and faced criticism over\u2014its work with intelligence agencies, including with US Immigration and Customs Enforcement, which human-rights organizations have raised concerns about.<\/p>\n

That hasn\u2019t stopped big-name brands from using Palantir\u2019s software. In 2018, Palantir announced a \u201cstrategic relationship\u201d with United Airlines centered around data organization, and Tyson Foods has used Palantir to help with trucking logistics. Other clients include Anheuser-Busch, Molson Coors, Hertz, ExxonMobil and Phillips, per the pitch deck. When it comes to AIP in particular, Lowe\u2019s, General Mills and OpenAI are all using the technology, according to a press release from March.<\/p>\n

Now the company is turning to the industry\u2019s middlemen: media agencies, which are largely responsible for planning, organizing, and buying advertisements on behalf of major brands.<\/p>\n

In an email, Palantir spokesperson Rita Devlin Marier told Marketing Brew that the company does not comment on \u201ccurrent or potential sales prospects.\u201d<\/p>\n

What was pitched?<\/h2>\n

The executives described Palantir\u2019s pitch as broad, and said Palantir representatives suggested their platform could be used to find efficiencies and pull insights from client data about an advertiser\u2019s audiences and clients.<\/p>\n

While parts of the deck suggest use cases like \u201csupply-chain operations\u201d and \u201ccustomer service,\u201d one slide describes applications for \u201cmedia and entertainment,\u201d including \u201cadvertising sales,\u201d \u201cmarketing,\u201d and \u201cdigital (OTT and Streaming).\u201d Another slide claims that a \u201cleading broadcast network\u201d with its own OTT platform used Palantir to organize its audiences by group and track customer journeys, leading to a \u201c300% increase in engagement of a target group in one campaign.\u201d<\/p>\n

The last slide of the deck encourages potential customers to enroll in \u201cAIP bootcamp,\u201d a way, the slide says, \u201cto experience generative AI in the context of your business, build live against Palantir SMEs, and deploy operational AI to solve your hardest problems.\u201d<\/p>\n

One executive said the pitch was compelling. Palantir, they suggested, could be a differentiator for an agency, since everyone else seems to be working with Big Tech companies like Adobe, Google, or Meta, which are all in the business of advertising.<\/p>\n

Elephant in the room?<\/h2>\n

Palantir has in recent months prioritized expanding its commercial business, which comes as \u201crevenue growth from US government contracts has slowed in recent quarters,\u201d according to the Wall Street Journal. Palantir\u2019s commercial business generated more than $1 billion in revenue in 2023 and grew 20% year over year. Chief Revenue and Chief Legal Officer Ryan Taylor told analysts during the company\u2019s most recent earnings call in February that AIP is expected to be central to this expansion.<\/p>\n

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Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

Meanwhile, advertisers and agencies can\u2019t get enough of artificial intelligence, and tech and advertising giants like Meta, Google, and Amazon, are quickly incorporating the technology into their platforms.<\/p>\n

While the deck shared with Marketing Brew doesn\u2019t highlight the company\u2019s work for governments\u2014outside of a line indicating that \u201cdefense partners\u201d use the tech for \u201csales and marketing\u201d\u2014one executive Marketing Brew spoke to said that in meetings, the company didn\u2019t shy away from it.<\/p>\n

The company\u2019s background, like helping \u201cexpand and accelerate\u201d the National Security Agency, was an \u201celephant everyone knew was in the room,\u201d one advertising executive told Marketing Brew. And the AIP tech has already attracted controversy for its potential applications: In a demo video for AIP, the company detailed its military applications, which Vice reported includes using a \u201cChatGPT-style chatbot to order drone reconnaissance, generate several plans of attack, and organize the jamming of enemy communications.\u201d<\/p>\n

(In the demo video, the company claims that the tools will be controlled \u201cto ensure that they are used in a legal and ethical way.\u201d)<\/p>\n

Palantir\u2019s work could present a \u201creputational risk component\u201d for brands and agencies, Arielle Garcia, former chief privacy officer of UM Worldwide who now serves as director of intelligence at industry watchdog nonprofit Check My Ads, told Marketing Brew. While she suggested that some in the industry might ask how working with Palantir would be so different from \u201csome of the other practices that are common within the industry,\u201d like location tracking, \u201ctwo wrongs don\u2019t make a right,\u201d she said.<\/p>\n

\u201cFor the ad industry, it\u2019s becoming increasingly difficult to tell where one industrial complex begins and another ends,\u201d Garcia said. \u201cI don\u2019t understand why, in an industry that\u2019s desperately trying to distance itself from terms like commercial surveillance and surveillance advertising, why it would seem like a good idea to work with a company that\u2019s very much in the surveillance business.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Palantir, the controversial software company with ties to intelligence agencies, is turning to the agency world as part of its continued efforts to grow its commercial business. The company, which was co-founded by venture capitalist Peter Thiel, has pitched advertising agencies on utilizing its year-old AI platform AIP, according to two executives from different agencies […]<\/p>\n","protected":false},"author":1,"featured_media":21098,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21097","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nPalantir is pitching ad agencies on its AI technology | Brandiary<\/title>\n<meta name=\"description\" content=\"Palantir, the controversial software company with ties to intelligence agencies, is turning to the agency world as part of its continued efforts to grow\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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