Publicis Groupe, outpacing the other global advertising companies for growth, is positioning itself as the industry leader in AI with a 300 million Euros (AUD495 million) investment plan.
Funded by internal efficiencies, the new tech CoreAI will be integrated across the global Groupe over the next three years.
Publicis is the stand out global advertising group, with organic growth up 5.3% in the September quarter, driven by bigger market share and strong wins in media, data and technology. Next month Publicis will announce organic growth of 6.3% for the year.
In 2024, the company expects to spend 100 million Euros (AUD165 million) on CoreAI with half on people initiatives, focused on upskilling, training and recruitment, and half on technology initiatives, through licenses, IT software and cloud infrastructure.
Publicis Sapient, digital transformation consulting company, is building the CoreAI which will unify all of Publicis’ proprietary data including 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.
CoreAI makes Publicis' trillions of data points shareable and accessible to everyone at Publicis, super powering them across 5 key disciplines insights, media, creative + production, software and operations.
This initiative, which began in the second half of 2023, is slated for implementation in the first half of 2024.
CEO Arthur Sadoun said putting CoreAI at the heart of the organisation will make our people more efficient and more productive.
"But way more importantly, it will allow everyone to do things tomorrow that no one can do today, guided by the highest ethical standards, and at the service of our clients’ growth," Sadoun 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.
"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.”
Publicis used AI to create 100,000 personalised New Year’s Wish films thanking every member of staff for their contributions in 2023.
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