Publicis acknowledges that it’s essentially using AI to call out AI nonsense. “It’s very meta,” Serrano says.
The idea for the campaign was born after Davos, where there was a lot of talk about the power of AI but nothing to back up the hype, and Publicis was determined to make AI work for its clients, not just a high-tech gadget.
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Once customers use the bot, they'll be invited to one of 20 private sessions at Cannes tailored to their AI needs.
“In our private session, I'll show you exactly how we can accelerate our clients' business and marketing transformation through CoreAI. But don't tell the bot I said that,” Sadun joked.
Serrano believes now is the right time to have an honest conversation about AI, and Cannes is the right place to have it: Publicis has long touted its position as a technology leader, launched its Marcel Anniversary campaign in Cannes last year to celebrate its AI platform, and this year announced the expansion of its AI services.
Publicis focused on key industries — CPG, automotive, financial services, pharmaceuticals and luxury — and assembled a team of strategists, data scientists and analysts to work with Sapient's development team and Epsilon's data team. They then looked at how they could help the industries through machine learning using Sapient, Bodhi and AI. The team then built three apps across these five industries, which Publicis will debut at Cannes.
“We've already built our data models, and they're all trained on the best data. We're not recreating SaaS to generate AI content or output, it's designed for business outcomes and improvement,” explains Scott Hagedorn, global chief solutions architect at Publicis.
Publicis uploaded massive amounts of data into its infrastructure, including Epsilon's 2.3 billion records globally, Sapient's entire knowledge graph, and all of Marcel's data. The company enriched its data sets with integrations of all retail data from CitrusAd and Profitero, and performance data from its media operating system, as well as specific syndicated data deals across various verticals, including Circana and Experian Automotive.
