Built natively on Google Cloud, Idea Builder perfectly combines people intelligence with artificial intelligence giving dentsu's creative teams a single, trusted environment to move from cultural signal to ideation concepts; bringing clients closer to innovative new ideas and opportunities at speed.

Dentsu today announced the launch of Idea Builder, an enterprise generative AI platform developed by Dentsu Creative and built natively on Google Cloud. The platform is a trusted environment in which creative teams can move from an initial idea through structured development and validation to high-quality concept images and video, with the full conversation history, audit trail and cost-log captured at every step. In the algorithmic era, where so much of the marketing value chain is automated, Idea Builder amplifies what cannot be commoditized: distinctive creative thinking, grounded in human insight.

A platform for transformation, not just optimization

Already in active use across the dentsu network, Idea Builder reflects dentsu's wider conviction that the most significant opportunity in AI is not the optimization of existing work, but the transformation of how work gets done and the new outcomes that can be driven for clients and their customers. It sits at the creative end of the dentsu.Connect platform, alongside Tag's Content Engine on the production side, and is designed to bring AI into the center of the creative process rather than as a bolt on. The platform is technology agnostic by design, routing different tasks to different AI models depending on the strengths required, while client data and systems remain their own.

The decision to invest in a purpose-built, sanctioned platform is in direct response to client demand. Trust and governance are no longer caution signals; they are the conditions under which AI can be deployed at scale. Idea Builder addresses this directly, with enterprise authentication, malware scanning on uploads, output sanitization, and per-operation audit logging across every generation. The same rigour applied to deployment is applied to data provenance, IP and vendor oversight.

Built in collaboration with Google Cloud 

Idea Builder has been developed in collaboration and hosted natively on Google Cloud and runs primarily on Gemini Enterprise Agent Platform, with Gemini as the default conversational engine and Nano Banana, Gemini Flash and Veo as the primary image and video generation models. The platform also routes to other frontier models, including Anthropic's Claude family, for specialist tasks.

Liz Birkin, Managing Director, Telco, Media, Entertainment & Gaming, Google Cloud UKI said: "Dentsu’s Idea Builder shows the practical impact of generative AI in the creative process. By utilizing Gemini Enterprise Agent Platform and our frontier models, dentsu is able to give its teams the tools they need to experiment and innovate for clients with unprecedented speed and scale." 

"For the first time, the frameworks and thinking that have always defined Dentsu Creative's best work are available to every creative in the network, in the moment they need them,” said James Thomas, Global CTO, Dentsu Creative and AI, Innovation Officer, Dentsu Data & Technology. “Idea Builder turns that institutional knowledge into something usable, and pairs it with the frontier generation capability we get from Google's models.  This launch comes as brands navigate an algorithmic era in which the volume, velocity and variety of creative required to compete has stepped up sharply, and the quality of human creative thinking has become more, not less, valuable as a result. "

"Idea Builder reflects how we believe AI should show up for clients: integrated into the creative process, governed by design, and always in service of human talent. The collaboration with Google Cloud has allowed us to build something genuinely purpose-built for the creative industry, rather than adapt a tool designed for another purpose,” said Takeshi Sano, President and Global CEO, dentsu. “For our clients, that means access to innovative AI inside a sanctioned, governed environment, with dentsu's creative intelligence at the center of it. I am so proud of what the team has developed to drive even greater impact for clients and society."

Inside the platform

Idea Builder is organized around six modes, covering both authoring and the underlying system.

• Create is the conversational entry point, home to Spark, a thinking partner trained on dentsu's creative principles, writing guides and proven storytelling frameworks.
• Personas is a library of sixteen specialist AI personas covering audiences, craft disciplines and points of view, with self-serve authoring on the immediate roadmap.
• Compose is a connected canvas in which data, generations, skills, agents and outputs can be wired together as a single typed graph. Every canvas is versioned, shareable and runnable headless via API.
• Explore is a cultural trend layer, unifying signals from TikTok, Pinterest, Google and Meta into a single searchable view with velocity scores and creator surfacing.
• Skills is a library of executable agency capabilities, including Cultural Trend Brief, Influencer Shortlist, Brand Voice Check and Creative Impact Score, each versioned and callable from across the platform.
• Agents are multi-step pipelines that run end-to-end creative workflows. Every step is visible to the user and every output can be edited or branched.

Early impact

In documented internal use, Idea Builder has materially compressed creative development cycles. Client pre-visualization work that traditionally required several weeks of team time has been completed by trained creatives in a single day. A 45-second HD concept, including video, motion graphics and voiceover, has been produced inside the platform in under three hours.

The platform has supported client pre-visualization work for a number of major clients, with cinematic, on-brand imagery and video. Users report significant efficiency gains across early-stage creative development, with the most meaningful effect being the ability to put cinematic, watchable references in front of clients earlier in the process, which in turn de-risks the live production that follows.