Launching Content Engine Capability within dentsu.Connect

Tag, dentsu’s global end-to-end production agency, today announced the availability of its new ‘content engine’ capability within dentsu.Connect, dentsu’s connected platform, bringing together every stage of the marketing workflow across media, creative, production and experience. The agency’s content engine module is an AI-native operating capability which connects media to modern content production, was developed to find the right solution at the right time and for the right client, instead of one-size-fits-all SaaS or generic AI tools which risk diluting brand power. Supercharging the craft of Tag and dentsu’s teams, content engine expertly balances cutting-edge AI technology with human ingenuity and oversight.

Content Engine provides a conversational content orchestration system, with a single, unbroken data spine, connecting media, creative and production to create resonant, high-performing content that is channel-first and outcome-obsessed. Integrated within dentsu.Connect, the technology unifies planning, activation, and delivery, with performance data feeding back into production to ensure every asset is purpose-built and optimized for meaningful outcomes. Content Engine is part of dentsu’s broader AI‑enabled creative and content offering, including GenStudio dentsu+ with Adobe and other tools across the dentsu.Connect ecosystem.

Rooted in deep production expertise and experience, this new capability uses strategy, insights and agility to reinvent how content is delivered and scaled. Tag partners with brands at the cutting edge of technology and AI, working with the tools they already use and evolving content delivery rather than replacing it. Tag’s creative technologists scan and test emerging tools, integrating only those proven scalable and secure. This reduces reliance on a single platform or AI model while allowing craft and creativity to grow, balancing quality with freedom to evolve. With experience in complex production environments, AI is applied with talent and creative judgement at the centre, supported by fit-for-purpose technology and curated intelligence.

The system includes seven core elements:

• AI Briefing Suite – A multilingual, conversational, agentic briefing experience built for collaborative brief creation, alignment, and iteration across teams and markets.
• Document Intelligence – The ability to ingest and understand any document type, automatically extracting insights and generating complete, structured production briefs from existing materials.
• Integrated Review & Approval – A unified workflow for communication, feedback, and approvals, reducing friction and accelerating decision-making from creation to launch.
• AI & Semantic Search – Contextual, AI-driven search that automatically tags assets and enables fast, intuitive retrieval across global content libraries.
• Production Insights – End-to-end visibility into content production, from global strategy to local execution, enabling smarter planning and optimization.
• Content Studio – Self-serve content creation with reusable templates, empowering teams to move quickly while maintaining brand and quality standards.
• Enterprise Ready – Built from the ground up for enterprise use, with robust security, data segregation, enterprise-grade notifications, and AI agents designed to operate safely, reliably, and at scale across complex organizations.

 Toby Codrington, Global Brand President at Tag, said:

"By embedding the content engine capability within dentsu.connect, we’re strengthening our ability to help clients deliver more relevant, responsive content as part of a fully connected ecosystem. It is designed to address the challenges we see most often: complex production networks, increased demand for content and the need for visibility from local to global. It brings creativity and intelligence together to help teams work with more clarity and consistency."

 Ellis Faint, Global Head of Product Technology at Tag, added:

"Our focus has been to reconnect the content lifecycle. Automation, data and creative judgement working together rather than apart – overseen by real humans focused on true craft. We will continue to develop new capabilities that expand personalization, audience understanding and cultural relevance at scale."

Tag enters 2026 following a year of significant development. In 2025, the company introduced its Make it Land platform and expanded leadership across EMEA with the appointment of Matt Kitcherside as CEO, EMEA and the transition of Kevan Thorn to Chairman. As the new year begins, Tag continues to build an approach grounded in production craft and informed by intelligent systems, designed for what brands need today and what they will need next.