Social Media and PR agency Tangerine Comms has announced a major investment to revolutionise its agency model with a £1.2m investment in AI.
The move comes as one in five agencies reported a decline in revenue in 2023, and has been taken to offer clients more creative and strategic options as well as cost-effective solutions and faster turnarounds.
The agency’s specialist AI ‘Spark’ team, led by chief digital innovation officer, Anna Rashid, will shape Tangerine’s investment, with the specific objective of identifying, testing and implementing AI and automation technologies across key areas of the business.
“It’s a challenge for every agency to innovate as new technology emerges. We can’t be afraid of AI, it has immense potential for our industry.” said Rashid.
Mary Harding, co-CEO of Tangerine Comms added: “We’ve always been at the forefront of change and this is something we have been exploring in-depth for the last 12 months from every angle: Legal, operational, creative and technical. We are now at a point where we are implementing this across our business. By embracing AI responsibly, we embark on a collaborative journey to redefine the future of communications.”
This £1.2m investment is being implemented over five years by the newly formed Spark team. It will enable the agency to move at the pace of technological advancement and continue to reap the benefits of applying it.
