In this captivating keynote, we embark on a journey through the uncharted territories of large language models. We will introduce the story behind Language Models, their impact on translation tools, and their role in media. Often confined to content generation and chat apps, their realm is far greater—nurturing the semantic meaning of the data available in our organizations and public domain, the very essence of communication. Expanding horizons, we decipher how Language Models revolutionize advertising: planning, optimizing, monitoring, and reporting. Through real-world examples, we illuminate their prowess in processing big data and envision their transformative role across the marketing spectrum.