Publicis Groupe, one of the most prominent players in the advertising and marketing industry, is investing a staggering €300 million euros (approximately $325 million) over the next three years to position its business around generative AI.
The centrepiece of Publicis’ generative AI strategy is an in-house platform called CoreAI. This platform leverages the vast amount of data available within Publicis, including 2.3 billion consumer profiles, to provide insights and support various service areas such as media planning and buying, creative endeavors, and software operations.
By utilizing CoreAI, Publicis aims to enhance its capabilities and offer more effective and efficient solutions to its clients.
The potential of Generative AI in marketing
Generative AI is an emerging technology with the potential to revolutionise the marketing and advertising landscape. It enables machines to generate creative outputs, providing marketers with valuable insights, personalized content, and data-driven strategies.
Publicis recognizes the transformative power of generative AI and aims to leverage this technology to push the boundaries of creativity further.
The integration of generative AI into Publicis’ operations holds great promise, allowing the agency to connect its vast knowledge and expertise across the organization.
CEO Arthur Sadoun envisions an “intelligent system” that enables each member of Publicis to access and utilize the collective knowledge and data within the group. This interconnectedness will foster collaboration, drive innovation, and ultimately deliver superior results for clients.
Publicis’ journey to becoming an intelligent system
Publicis’ foray into generative AI is not an isolated endeavor but rather a continuation of its ongoing transformation into a forward-thinking and agile organization.
Over the years, Publicis has undertaken various reinventions to shed the weight of traditional agency networks and embrace a platform-based model driven by data and technology.
One notable milestone in Publicis’ transformation journey was its acquisition of Epsilon, a data-driven marketing company, for a whopping $4 billion. This strategic move solidified Publicis’ position as a leader in data-driven marketing and provided a strong foundation for its generative AI ambitions.
Additionally, Publicis has embraced a country-based model and streamlined its operational backbone with the help of AI assistants like Marcel.
Data sets and expertise
What sets Publicis apart from its competitors in the generative AI space is its extensive data sets and expertise. Through its acquisition of Epsilon and other strategic partnerships, Publicis has gained access to a wealth of consumer profiles and attributes.
This wealth of data allows Publicis to have a clear line of sight into the attributes that describe consumers, enabling them to deliver more targeted and personalized marketing strategies.
Publicis’ data and tech segment has already proven its value, accounting for a third of the company’s net revenue in the fourth quarter of 2023. Epsilon, in particular, has experienced double-digit growth, showcasing the positive impact of data-driven expertise in meeting client demands in an increasingly complex digital landscape.
The benefits of CoreAI
CoreAI, Publicis’ generative AI tool, offers several key benefits for the agency and its clients. One of the primary advantages is enhanced efficiency. By automating data analysis and insights generation, CoreAI enables Publicis to deliver faster and more accurate results.
Tasks that previously required weeks of manual work by data scientists can now be completed in a fraction of the time, empowering Publicis to respond swiftly to client needs.
Moreover, CoreAI fosters innovation by pushing the boundaries of creativity. While AI will never replace human creativity, generative AI can serve as a powerful tool to amplify and augment human capabilities.
By leveraging CoreAI’s creative capabilities, Publicis can produce a wide range of assets tailored to specific platforms, languages, and audience segments. This level of customization and personalization will enable Publicis to deliver highly engaging and effective marketing campaigns.
The road to implementation
Implementing CoreAI and fully transitioning into an ‘intelligent system’ will be a gradual process for Publicis. The agency plans to conduct alpha testing in the first half of the year, with the full organization gaining access to the platform in the second half or beyond.
This phased approach allows Publicis to fine-tune CoreAI and ensure a seamless integration into its operations.
Publicis’ investment in generative AI will not have a dilutive impact on its operating margin in 2024. Despite the substantial financial commitment, Publicis remains confident in the long-term benefits and the positive impact on its overall performance.
The agency’s dedication to staying at the forefront of technological advancements sets it apart in a highly competitive industry.
