Publicis Groupe, a leading agency holding company, has announced a major investment of 300 million Euros into artificial intelligence (AI) capabilities. This investment will further enhance the company's digital commerce and data competencies, which have already been boosted through the acquisitions of Sapient and Epsilon.
The company's AI capabilities will be unified under the name CoreAI, which will be integrated into all of Publicis's offerings. This will include data from 2.3 billion consumer profiles and trillions of digital actions, as well as assets from the company's existing AI platform Marcel.
This move by Publicis Groupe is a significant step towards transforming the company into an "intelligent system." This means that the company will not only be a platform, but also a technology company, with a focus on AI. This trend is also being seen in other large holding companies, such as Omnicom, which is also investing in digital capabilities.
The CoreAI platform will have five main functions, including media planning, buying, and optimization, business intelligence for marketing strategy, personalized content creation at scale, Publicis Groupe operations and client management, and rapid deployment of digital and software products.
This investment by Publicis Groupe is a clear indication of the growing importance of AI in the marketing and advertising industry. With the rise of generative AI, companies like Publicis are recognizing the need to stay ahead of the curve and integrate AI into their offerings.
In conclusion, Publicis Groupe's investment in AI capabilities is a major step towards becoming an "intelligent system" and staying competitive in the rapidly evolving landscape of technology and marketing. This move reinforces the trend of large holding companies investing in digital capabilities, and highlights the growing importance of AI in the industry. As a technology-savvy business professional, it is important to stay informed and adapt to these changes in order to stay ahead of the competition.
Originally reported by Martech: https://martech.org/publicis-groupe-invests-heavily-in-ai-capabilities/
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