Dentsu Media has launched d.SCRIPTOR in Canada.

The proprietary paid search tool combines generative AI and human insights for creative messaging, assisting with ad copy development and reducing the time needed to perform routine tasks.

Creating paid search ads is a very time-consuming manual process. It’s estimated that the generative AI tool makes the ad creation process up to six-times faster.

“Paid search has been the highest performing media tactic for 20 years,” says Charlie Farrell, VP, head of integrated search at Dentsu Media. “It’s continuously growing and it’s the tactic that is always the most closely attributed to an actual conversion or sale because it’s usually towards the end of the decision journey.”

Dentsu in the U.S. began piloting d.SCRIPTOR with select clients and has plans to grow the offering across capabilities and platforms. In Canada, Farrell has about 90 people working on clients’ paid search work, with five people testing d.SCRIPTOR with two clients (to start). Mass training rolls out next week and should be more broadly available by mid-Q4 for everyone at the agency.

It’s early days for d.SCRIPTOR but Farrell says there’s been a 20% reduction in time to market for clients that have used it. “That’s not a sexy metric like conversion lift but if you’ve got an auto sales event or key times of year where you want to get to market much faster without spending any more hourly costs, we can see the true conversion of that benefit because there is a cost saving.”