(Boursier.com) — After outperforming the market in 2023 for the fourth consecutive year with organic growth beyond expectations at +6.3%, Publicis The Group is today presenting its strategy to become the first Intelligent System in the sector thanks to AI.
Over the last 6 years, Publicis has become its clients’ preferred transformation partner. During this period, the Group moved from a holding company to an integrated platform based on three strategic positions: placing data and technology at the heart of its model with the acquisition of Sapient and Epsilon, deploy an organization by country and create a single operational structure for the entire allocation of its resources.
After allowing Publicis to outperform the market on all financial and extra-financial indicators, this platform organization now allows the Group to fully exploit the power of AI in a unique way, to become an Intelligent System. Thus, Publicis is able to link all its data, within each expertise, each entity and each geographic area, to put it in the hands of all of its 100,000 employees.
By becoming an Intelligent System putting all its information within the reach of all its teams, Publicis allows everyone to become a data expert, to code like an engineer, to be a transformation partner serving its clients .
An ambition already realized
Publicis places AI at the heart of its platform organization in order to group all of its own data under a single entity: CoreAI.
The Group draws on Publicis Sapient’s AI expertise, ranging from designing chips for Nvidia used in training AI models such as Chat GPT, to developing AI-based consumer journeys in many sectors of activity, to build CoreAI.
The true epicenter of the Group, CoreAI brings together all of Publicis’ proprietary data: 2.3 billion profiles worldwide, trillions of data points analyzing the commercial performance of campaigns, nearly a petabyte of content on the Marcel platform, the all combined with 35 years of business transformation data and lines of code owned exclusively by Publicis Sapient.
CoreAI will enable each of the Group’s businesses to make the most of AI to support the growth of its clients:
Insight: rigorous and relevant data analyzes that will feed into all communication strategies;
Media: ever more precise media purchasing and optimization plans to accelerate our clients’ sales;
Creation & production: personalized content produced on a large scale, generating efficiency gains and even more innovative creations;
Software: the best software and digital products deployed on the market on a large scale in days or weeks, instead of months;
Operations: internal operations and customer management systems that are ever faster, more accurate and more efficient.
Publicis will invest 300 million euros over the next three years to become a true Intelligent System. For the year 2024 alone, the group plans an investment of one hundred million euros, of which 50% dedicated to the training and recruitment of teams, and 50% to technology, via the purchase of licenses, computer software and Cloud infrastructures.
The development of CoreAI began in the second half of 2023 and the Group plans to deploy its capabilities gradually during the first half of 2024. CoreAI and its functionalities will be presented next May during the Viva Tech 2024 event in Paris…
Arthur Sadoun, Chairman of the Management Board of Publicis Groupe, declares: “Our transition from a holding company to a platform has not been easy but it has borne fruit, as demonstrated by our 2023 organic growth superior to that of the sector for the fourth consecutive year. Thanks to our platform organization implemented over the last ten years, our proprietary data of unparalleled scale and precision, and our 45,000 engineers, consultants and data analysts, we are uniquely positioned to take advantage of best use of AI.
By placing CoreAI at the heart of our model and becoming a true Intelligent System, we will make our employees more efficient and productive. But above all, it will allow everyone to do tomorrow what no one can do today, while respecting the strictest ethical standards and serving the growth of our clients.
As we approach our hundredth anniversary, we are convinced that all the efforts made to transform ourselves and our ongoing investments in our talents and technologies will allow us to continue to outperform our competitors in terms of organic growth, to maintain the best financial indicators market and drive change within our sector.”
The Group plans to fully finance its investment of 100 million euros in Artificial Intelligence in 2024 through savings made internally. This investment will therefore have no impact on the Group’s operating margin in 2024, and will contribute slightly to that of 2025.