Project Pegasus: Giving Context to Google Home

Essence / Google


Google are pioneers in using AI for personalisation. It’s in Google’s products and their advertising. But effective personalised ads can be labour-intensive and hard to scale - and they’re usually based on personal data.

At the same time, consumer concerns about privacy and the way companies are using data to shape behaviour are growing. As the industry debates the balance between personalisation and privacy, we saw an opportunity to achieve both, and in doing so, reject the tradeoff between relevance and respect for audiences.

In collaboration with the Guardian and Google, we developed a new technology that uses AI to dynamically create tailored contextual ads to deliver more contextually relevant, more meaningful, and more helpful ads than ever before - without having to rely on personal data.

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