Publicis’ AI transformation
Whereas a lot of the chatter within the business over AI revolves across the implications of generative AI, Sadoun stated these are taking place with low investments from shoppers. As a substitute, he’s centered on reworking its advertising mannequin for shoppers.
Shoppers are centered on the truth that “we’re going to give you the option, due to AI, to attach at a person stage, your entire media ecosystem, beginning with related TV, retail, media and social, which has by no means been completed earlier than,” Sadoun stated, including, “we’re going to have the ability to really hyperlink advertising funding with enterprise outcomes.”
Whenever you don’t have a narrative to inform, you speak about creativity.
—Arthur Sadoun, CEO, Publicis Groupe
Publicis is investing $700 million to $800 million this yr into the enterprise, with the give attention to that going to expertise or know-how.
“Creativity doesn’t want scale. Creativity wants expertise. What wants scale is information and know-how,” Sadoun stated, including shoppers’ needs to have large concepts that may change their firm have gone unchanged, however “what has modified is every part that’s round it. … It’s your skill to personalize a marketing campaign and be sure that it could possibly be pushed by the information.”
Regardless of the robust outcomes, Sadoun is not going to be celebrating with a swim within the Seine just like the mayor of Paris.
“That is loopy. You want to know that I’m a giant swimmer. I’ll by no means, ever swim within the Seine,” Sadoun joked.
