Publicis Groupe positions itself as AI-powered Intelligent System Company

Placing its three strategic bets- putting data and technology at the center with the acquisition of Sapient and Epsilon, implementing a country model, and building a single operational backbone, Publicis Groupe, in the past six years has transformed from being a holding company to a platform.

But as the company enters its second century, Publicis Groupe intends to change its positioning and fully harness the power of AI to become an “industry-first AI Intelligent System company”.

This involves connecting every data point, from across every expertise, business unit and geography to empower all employees with these insights, ultimately fueling accelerated client growth.

As per Publicis, this isn’t an ambition but already a reality and what is happening now is that the company is infusing a layer of AI across its platform organisation to connect its enterprise knowledge under one entity: CoreAI.

“The group is building this unifying AI-led foundation in-house and across its full enterprise, thanks to Publicis Sapient’s unrivalled AI expertise and partnerships, which span designing chips for Nvidia that are used in the training of AI models like ChatGPT, to developing AI-powered digital consumer journeys across multiple industries,” the company mentioned in its release.

While the group had already begun engineering CoreAI in the second half of 2023, it plans to iteratively roll out capabilities in the first half of this year, present the MVPs at Viva Tech 2024 this May and invest three hundred million euros over the next three years.

But for 2024 alone, the group anticipates an investment of one hundred million euros, with 50% on people, focused on upskilling, training and recruitment, and 50% on technology, through licenses, IT software and cloud infrastructure.

Sitting at the center of the group, CoreAI will unify all of Publicis’ proprietary data. This includes the leading consumer data across 2.3 billion profiles of people around the world, with trillions of data points about content, media, and business performance, and almost a petabyte of assets on Marcel. It will combined with 35 years of business transformation data and coding owned exclusively by Publicis Sapient.

Sharing his views on the development, Arthur Sadoun, CEO and Chairman, Publicis Groupe, said, “Our journey from a holding company to a platform has not been easy, but it definitely paid off, as you can see with our 2023 organic growth outperforming the industry for the fourth year in a row. The platform organisation we have built over the last decade, our proprietary data of unmatched breadth and accuracy, and the 45,000 engineers, consultants and data analysts at the heart of our model, uniquely position us to push the boundaries even further by leveraging AI.”

“As we enter our second century, we are confident that all of the efforts we have made to transform and the ongoing investment we are making in our people and technology will allow Publicis to continue to outperform its peers on organic growth, sustain the highest financial KPIs, and lead the change in our industry,” he added.

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