J. Walter Thompson Company has unveiled Pangaea, an internal AI solution that allows anyone in its global network to ask questions and get answers from any of their 12,000 plus colleagues around the world.
Built by J. Walter Thompson Worldwide, Mirum, and Swiss AI specialist Starmind, Pangaea puts together neuroscience and AI development in a self-learning network that helps employees unlock the vast knowledge that exists within the network.
In the press statement, the company explained that employees can ask any question on the platform anonymously – whether it’s about a campaign, a client, a sales lead, or even the best place to host a business lunch. As employees respond, Pangaea logs and rates the quality of the answers. Learning who is best equipped to tackle certain questions and what existing answers offer the best solution, Pangaea provides faster and more accurate solutions for similar questions that may be posed in the future.
The company is confident that Pangaea is able to resolve an inevitable organisational challenge that many large networks face, which is knowing whom to turn to when you have a question that your typical channels cannot answer. The company added that the AI, which is named after the supercontinent, connects users to the people they need to know to answer their questions, rather than replacing human connection with tech.
“Pangaea is our way of bringing the world back together – removing the barriers of time and language – so that our global community is connected across cultures and disciplines, becoming more accessible to each other – and more collaborative – than ever before,” Tamara Ingram, Worldwide CEO of J. Walter Thompson Company.
The concept for Pangaea was born in 2015 and beta tested within the whole network in early 2016. It was launched internally last October. The platform is currently available to everyone in the J. Walter Thompson network via desktop or mobile device and is available in multiple languages.
“Our partnership with Starmind has been critical in developing what is our most ambitious effort to apply AI in a way that improves the way we work together as a network,” Jamie McLellan, chief technology officer of J. Walter Thompson Company, said. “With Starmind’s AI building block as the cognitive engine for Pangaea, we’ve created something that allows our staff to contribute to projects beyond their typical day-to-day. It makes us better positioned to create extraordinary work for our clients. This is no gimmick,” McLellan added.