Publicis Groupe intends to prioritize a new AI platform and devote an additional €300 million to AI initiatives over the following three years. As the new technology is used more and more in the advertising industry, this will include €100 million in 2024 as part of its new plan to become “the industry’s first AI-powered intelligence system”. Publicis unveiled CoreAI, a new “intelligent system” that will enable new AI capabilities for the Parisian behemoth throughout the whole organization, as part of a significant AI overhaul.
The funds will be distributed equally. Half of the €100 million that is budgeted for 2024 will go toward personnel, such as hiring and training, and the other half will go toward technology, such as cloud infrastructure, software, and licenses. At a time when ad companies are moving away from a cookie-based online model to proprietary first-party data, Publicis announced that it would leverage the 2.3 billion individual data profiles it possesses to train its “CoreAI” tech platform, personalize campaigns, predict their impact, and adjust targeted audiences in real-time.
The company announced that it would invest €100 million in 2024 alone, with all funding coming from “internal efficiencies” and no impact on operating margin dilution. Additionally, Publicis stated that it intends to further incorporate AI into its current platform model by linking each employee to “CoreAI,” an entity that the group began developing in the second half of 2023 and will begin implementing in the first half of 2024.
The new multi-layered platform known as CoreAI is the hub for AI initiatives. CoreAI combines multiple AI agents, an API layer, and foundation AI models from Publicis Groupe. It also includes Publicis Sapient’s Bodhi machine learning platform, using both structured and unstructured data. In addition, OpenAI, Adobe, Amazon, Microsoft, and twelve other third-party AI service providers are partners of CoreAI. Some other third-party suppliers are Bria, Hugging Face, RunwayML, Midjourney, and Pika.AI.
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The company will be able to connect every data point, from across every expertise, business unit, and geography. Furthermore, it will put them in the hands of all of its people. This is all thanks to the transition to an intelligent system. The central component of the system will be an entity named CoreAI by Publicis Groupe. It was created with the assistance and AI expertise of Publicis Sapient.
All 1,00,000 employees will have access to CoreAI’s data points, which can be used in five primary disciplines:
Arthur Sadoun, CEO & Chairman of 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 organization 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.
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