Innovate UK Awards Trio grant for new AI solution

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Innovate UK has awarded Trio a grant to establish a Knowledge Transfer Partnership (KTP) with AI experts at the University of Huddersfield Centre for Autonomous and Intelligent Systems (CAIS).

Together, our marketing team, the University of Huddersfield and a graduate will create an advanced AI solution to boost productivity in marketing agencies. Keep reading to learn more about this grant and the exciting work planned ahead.

What is a KTP grant?

Since 1975, Knowledge Transfer Partnerships (KTP) have helped thousands of organisations across sectors to innovate growth in the UK. Each collaboration includes three key partners – a business, a university and a graduate – who contribute to the success of an innovation project.

Innovate UK, part of UK Research and Development (UKRI), spearheads each KTP and guides throughout.

What are we doing with our KTP grant?

Let’s break our KTP project down for you.

After years of working in the marketing industry, we noticed a challenge shared across agencies: the briefing process. Generally, briefing can be tedious and require many adjustments to get it right.

With a KTP grant, we plan to build a solution that uses generative and conversational AI to reduce scope creep and rework time that often falls within the briefing process. Basically, we’re going to make briefing painless.

Dr George Bargiannis, Professor Mauro Vallati and Dr Emmanuel Papadakis from the University’s Department of Computer Science will work on the project alongside our CEO, Claire Daniels and Head of Operations, Jamie-lee Johnson.

Dr Bargiannis says:

“The main idea behind this project is to bring together different branches of AI to deliver a solution that is both performant and explainable. To achieve this, we combine knowledge-based AI, which is the technology behind Google knowledge panels with generative and conversational AI, which powers ChatGPT and similar groundbreaking tools.

“Knowledge-based AI allows us to tap into the collective knowledge and expertise of marketing experts at Trio Media to ensure that they remain at the heart of the tool to be developed. Generative and conversational AI will then allow users of the tool to interact using natural conversation, facilitating the process and increasing Trio Media’s productivity.”

The University of Huddersfield will recruit a graduate associate as an Artificial Intelligence Engineer to build our AI solution. This recruitment is now underway, and once selected, the graduate will be based at our Leeds headquarters for the 27-month partnership.

Our CEO’s take

Claire Daniels, CEO, adds:

“As a digital marketing agency, we are constantly looking for ways to innovate and stay on the cutting edge of technology. Whilst there are a huge plethora of new AI tools for marketing which have launched recently, we are looking to do something a bit different.

“We are not looking to AI to perform our jobs for us – instead, we are looking at how it can make us more efficient and improve our processes. We’ve scoped out the potential profitability improvements which could be gained from this project, and they are significant.

“If we get this right for us, then we would look to make this product available to similar businesses to help them manage these issues that are common in marketing agencies.”

Want to keep in the know?

Follow us on social media to hear more about our KTP grant and the progress of this once-in-a-lifetime collaboration. We’re so excited to see how it all works out!

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