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Publicis Groupe has revealed its latest evolution centered around artificial intelligence-powered services while reporting that it continues to outperform its competitors with +6.3% organic growth for the full financial year.
The agency network, which owns Saatchi & Saatchi, Leo Burnett, Sapient, Epsilon and Starcom, made $14.276 million (13.099 million euros) during the last financial year, an achievement it already aims to beat with the introduction of CoreAI, its centralized tool that will allow its 100,000 employees access to the business enterprise capabilities.
With plans to layer the platform across the business before the end of Q2 this year, Publicis will also invest around $330 million (300 million euros) over the next three years with its core aim of becoming an “intelligent system.” In 2024, $110 million (100 million euros) will be split equally and invested in technology and talent through upskilling and hiring.
“We are bringing together all the data of the group, all the knowledge of the group,” Arthur Sadoun, chief executive of Publicis Groupe, told Adweek. “That means all the knowledge of the group; our proprietary data that we have with Epsilon, Citrus Ad and Profitero. Everything that we know about creative assets with Marcel and the 35 years of coding experience through Sapient.”
Publicis Groupe initially introduced an AI tool to its staff with Marcel in 2019, acting as a connecting platform to its staff globally and possessing the ability to help identify employees’ skill sets for tackling client briefs.
An hour-long presentation video to introduce and explain the concept of CoreAI to staff and clients, featuring Sadoun and key executives involved in its development, has also been produced.
Core AI’s offering
Having started work on the offer last summer, CoreAI is being built and trained in-house by 45,000 engineers and data scientists within Sapient to build models around Publicis’ assets.
The platform will work across five agency disciplines: Insight, Media, Creative and production, Software and Operations.
Once live, the hope is that the platform, which will be accessible through the already centralized Marcel AI system, will be able to access trillions of data points, 2.3 billion personal profiles globally, millions of creative assets and 650 billion impression bids daily.
This shift to an intelligent system comes from the bold bet we made on the platform organization six years ago, now most of our competition is going to try to keep up.
—Arthur Sadoun, chief executive, Publicis Groupe
“I love this notion of how everybody has turned into an intelligent partner for their client,” said chief strategy officer Carla Serrano, who believes it will democratize skillsets internally. “All of a sudden, all that data and all that knowledge and all that experience, it’s going to be on a conversational layer for everybody.”
The aim is for it to conduct research and insight work to guide marketing strategies in seconds, work that a team of researchers would have spent weeks preparing. It will also be able to develop multiple creative renderings, having processed a client brief and conducting online media buying and optimization services.
