US-based APCO Worldwide, a global communication consultancy, has launched the APCO AI Comms Lab, a first-of-its-kind innovation centre that leverages artificial intelligence-powered solutions to build and protect the reputations of major global brands, governments and organisations.

APCO has launched the lab from its Dubai office, with the innovation centre integrated into other offices throughout the firm’s global network, said a statement.

The AI Comms Lab is a new addition to APCO’s digital heritage. Since the launch of the firm’s digital practice in 1996, APCO has produced award-winning work, applying the latest in data and digital content targeting, to reach audiences and get results for clients, it said.

Led by Imad Lahad, senior director and co-lead of APCO’s global digital practice, the lab will help clients fast-track AI solutions and technologies that use a data-driven scientific approach based on insights into how companies, organisations and individuals communicate and engage with audiences and, more fundamentally, how they operate, it added.

Lahad said: “The APCO AI Comms Lab is not a product, not a new service, nor is it digital 2.0. It’s the foundation of our modus operandi at our company; helping our clients through the latest in innovation and the biggest of ideas.”

“The lab is powered by communications and technology experts who are tapping into a demand for disruptive AI technologies. Currently, it is focusing on using AI to revolutionise the way we think about content optimization, storytelling, digital and social media optimisation, multimedia and creative, crisis management, media monitoring and digital listening,” he said.

“We are also excited about the potential of these technologies to actually shape strategies and unlock new insights and opportunities for clients,” he added.

Brad Staples, chief executive officer of APCO Worldwide, said: “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 how businesses think about corporate resilience more broadly.”

“We have 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 heritage, and it is one we’re proud to continue,” he added.

Mamoon Sbeih, president of APCO Worldwide in the Middle East and North Africa (Mena) region, said: “I am proud that the APCO AI Comms Lab is launching here in the Mena region.”

“This region, and our diverse set of clients, is driven by innovation and the pursuit of the next leap forward in thinking. The lab is a perfect example of the kind of progress that will continue to make our company a leader in the Mena region and around the world,” he concluded. – TradeArabia News Service