Heat, the full-service advertising agency possessed by Deloitte, started Heat AI, a model practice that uses artificial intelligence and machine learning to discover online trends and conversations and these are predicted to grow up in popularity 72 hours before they peak -- with 70% exactness. For the prediction of social trends, Heat AI's proprietary technology utilizes patented algorithms to grasp, combine and analyze 100 million posts every day from 50,000 sources, with social, news sites and blogs. Every half an hour, the platform performs 1 million multi-dimensional predictions so as to recognize the trends and keywords which will increase in engagement, notifying both keyword recommendations and creative. "Artificial intelligence has the potential to completely reinvent the advertising industry, but until now, no one has employed AI-derived predictive insights to develop impactful, emotionally resonant creative. Heat is changing that," said Jocelyn Lee, co-head of Heat AI and specialist leader, Deloitte Consulting LLP.