Already calling itself a “platform,” agency holding company Publicis Groupe will evolve into an “intelligent system” through a 300 million Euro investment in AI capabilities. This builds on the boosting of its digital commerce and data competencies through the acquisitions of Sapient and Epsilon.
CoreAI will be the over-arching name for the capabilities Publicis plans to layer across its offerings. It will unify data from 2.3 billion consumer profiles and trillions of digital actions as well as the assets in Publicis’s existing AI platform Marcel.
Why we care. Given that Marcel.ai was launched in 2018, before the excitement over generative AI, this might be seen as a way to elevate a project that was already underway. Nevertheless, the announced investment is significant.
What is really eye-catching, though, is to see a very large holding company on a multi-year journey to become, in essence, a technology company. With Omnicom making moves to raise its digital game, there’s an interesting trend here, arguably paralleling the way in which consultancies like Accenture and Merkle have done so much to bring tech capabilities in-house.
What CoreAI will do. The new AI layer will initially address five core areas:
- Media planning, buying and optimization.
- Business intelligence to support marketing strategy.
- Personalized content creation at scale.
- Publicis Groupe operations and client management.
- Rapid deployment of digital and software products.
Dig deeper: Omnicom’s Flywheel acquisition signals the start of a revolution
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Publicis Groupe, one of the world’s largest advertising and communications companies, has announced that it is increasing its investment in artificial intelligence (AI) capabilities. The move is part of the company’s ongoing efforts to stay ahead of the curve in the rapidly evolving digital landscape.
The company has been investing in AI for several years now, and has already seen significant benefits from its use. AI has helped Publicis Groupe to improve its targeting and personalization capabilities, allowing it to deliver more relevant and effective advertising to consumers. It has also helped the company to streamline its operations and reduce costs.
Now, Publicis Groupe is taking its investment in AI to the next level. The company is expanding its AI team and investing in new technologies that will allow it to further enhance its capabilities. This includes the development of new machine learning algorithms and the use of natural language processing to better understand consumer sentiment.
One of the key areas where Publicis Groupe is focusing its AI efforts is in the realm of programmatic advertising. Programmatic advertising uses AI to automate the buying and selling of ad space, allowing advertisers to reach their target audiences more efficiently and effectively. Publicis Groupe is investing in new programmatic platforms and tools that will allow it to better leverage AI in this area.
The company is also using AI to improve its creative capabilities. By using machine learning algorithms to analyze large amounts of data, Publicis Groupe is able to generate insights that can inform the creative process. This allows the company to develop more impactful and relevant advertising campaigns.
Publicis Groupe’s increased investment in AI is part of a broader trend in the advertising industry. As consumers become more digitally savvy, advertisers are turning to AI to help them reach their audiences in more personalized and effective ways. With its latest investment, Publicis Groupe is positioning itself as a leader in this area, and is poised to continue delivering innovative and impactful advertising solutions to its clients.
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