"As each holding company and agency rushes to assemble its own version of an AI-driven platform, Horizon Media is pitching its version, Blu, as kind of the anti-black box consultancy that helps clients not only build campaigns but find pools of customers they may otherwise have missed. Overseen by Bob Lord, Horizon Media's president, and run by Domenic Venuto, Horizon's chief product and data officer, Blu is essentially a content marketing platform that uses a variety of LLMs to help the independent agency's clients determine broader business goals through the prism of media (creative inputs will come later - and more on that later), only on steroids."
"Blu first launched in 2020 as an advanced data platform employing various machine learning elements. But it's evolved to become a soup-to-nuts form of consultancy for clients using it. Those clients include retailers like Bob's Discount Furniture to grocery chains like Wegmans and telecomms companies like Spectrum. Venuto described it as "AI native" meaning built from scratch, instead of on top of legacy systems."
"It's meant to tap into and out of the various main LLMs, given the speed with which they are updating themselves - all while using TransUnion data as the data spine. Lord said one essential element to bringing speed to the process while not sacrificing quality of data is to organize the data in a flat lattice structure. Older data sets were set up in rows of tables, making them harder for AI to read. "In the new AI landscape, actually architecting data in a way that the LLM can access the data easily is actually the magic around the speed," said Lord."
Blu is an AI-native content marketing and consultancy platform designed to help clients define business goals through media and uncover overlooked customer segments. The platform integrates multiple LLMs and uses TransUnion data as its core data spine. Blu operates within each client's cloud so client models and data remain client-owned and isolated. Data are organized in a flat lattice structure to make datasets accessible to LLMs and speed processing without sacrificing data quality. Blu evolved from a 2020 machine-learning data platform into a full-service consultancy serving retailers, grocers and telecom companies, with creative inputs planned later.
Read at Digiday
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