Dentsu today announced the next evolution of dentsu.Connect, its proprietary next-generation intelligent operating system designed to unify the entire marketing lifecycle, from creative, production and media to experience, within a single, AI-powered system. Powered by agentic AI, the next iteration of dentsu.Connect represents a fundamental shift away from linear, reactive workflows toward dynamic, predictive and outcome-led intelligence, with humans firmly in control and AI amplifying every decision. 

The evolved platform automates routine activity, synthesizes data in real-time and enables always-on decisioning, freeing teams to focus on differentiated craft, smarter delivery and measurable client growth. Building on the foundation established by dentsu.Connect, version 4.0 brings together AI-forward, agentic capabilities into a single, unified operating system—ensuring everything dentsu has built works harder for, and with, clients.  

"This represents a fundamental shift in how intelligence is put to work—moving from connected applications to a fully agentic system where autonomous agents orchestrate workflows, surface real-time insight, and improve every decision,” said Shirli Zelcer, Global Chief Data & Technology Officer, dentsu. “What makes this distinctly dentsu is that our craft, cultural instinct, and people intelligence are built directly into how the platform continues to learn and grow with our experts. We are not building for efficiency alone. We are building for exceptional outcomes, and the agentic future we are creating will redefine what it means to be a future-ready agency."

Built for differentiation, not just efficiency

dentsu.Connect is now underpinned by an AI strategy built around agents as coworkers, not replacements, allowing efficiency gains to be reinvested into the thinking, ideas, and creative judgement that no model can replicate. This approach enables dentsu to widen its creative and strategic advantage while helping clients win and grow in the algorithmic era.

Unlike closed or generic AI systems, dentsu.Connect is designed around three core differentiated principles to give clients the edge:

• Composability - clients activate only the modules and workflows they need, scaling on their own terms, with the option of data remaining securely within their own cloud environments.
• Interoperability - integration with existing client technology stacks, without forced replacement, and the ability to build bridges into major technology infrastructure.
• Proprietary models and agents - built on dentsu’s distinct advantage: its craft, expertise, and people intelligence.

Agentic intelligence across the marketing lifecycle

At the heart of dentsu.Connect is a unified workflow and user experience powered by central, shared contextual intelligence. Autonomous, enterprise scale agents leverage proprietary data and IP, embedding best practice and craft directly into how work gets done. The platform supports multiple dimensions of agentic capability, including agent assisted workflows, cross-workflow orchestration, and connectivity with external systems, enabling intelligence to operate end-to-end rather than in silos.

An intelligent foundation for the future of marketing

As technology and AI continue to evolve at pace, this next evolution of dentsu.Connect signals where marketing operations are heading: toward connected, intelligent systems that combine automation with human governance and outcome-driven decisioning. The platform is being rolled out in stages, with ongoing development and testing designed to ensure responsible deployment and long-term value for clients and teams.

“The latest version of dentsu.Connect is a significant milestone in dentsu’s evolution into an AI-native global business that combines both artificial and people intelligence,” said Takeshi Sano, President and Global CEO, dentsu, and CEO, dentsu Japan. “We’re building a platform that is 100% focused on delivering agility, differentiation and growth to our clients, with technology that is open, interoperable and doesn’t lock clients into investments that become obsolete in the future. We’re making AI for growth – for our clients, for dentsu and for society.”

“What dentsu is building is going to transform workflows, not only in driving efficiency, but by amplifying human judgment through technology to streamline everyday processes,” said George Westerman, Principal Research Scientist, MIT Sloan School of Management. “This goes well beyond a set of connected tools – dentsu.Connect is an integrated, intelligent system designed for how real teams solve complex, judgment-based work. From what I have seen so far, it has the potential to transform client delivery, helping creatives to manage the creative process faster and better than ever before.”

Learn more about dentsu.Connect

About dentsu

Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in approximately 120 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society. 

Dentsu, Innovating to Impact.

Find out more: www.dentsu.com / www.group.dentsu.com