Publicis is buying into the AI hype—literally

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by Lindsey Francy May 26, 2023 News
Publicis is buying into the AI hype—literally

The latest development in the growing hype around generative artificial intelligence is the full acquisition of Publicis Sapient's Artificial Intelligence Lab.

After the acquisition of Publicis Sapient, Elder Research and Tquila will no longer have a stake in the company. The terms of the deal were not made public.

The company plans to use the artificial intelligence arm to provide services such as training programs for large language model development, creating prototypes for business use cases, and collaborating with the likes of Microsoft and Google to train LLMs.

In an interview with Marketing Brew, the CEO of Publicis Sapient said that his company could help clients in healthcare, automotive, and finance. He said that artificial intelligence has been used in the financial services industry for a long time.

Can we use automated decisioning to start to use the bank's own data about those customers to figure out what might be the next set of relevant products?

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In the past, Publicis has collaborated with Microsoft and other companies on artificial intelligence platforms.

The advertising conglomerate is not the first to invest in the field of artificial intelligence. As clients look to provide a larger quantity and variety of personalized content to customers, Omnicom is partnering with Adobe to use its generative artificial intelligence tools, according to a press release.

Stagwell has made several investments in artificial intelligence, such as in the PR company PRophet, which allows users to upload a pitch into artificial intelligence and have it tailored. SmartAssets is an asset management platform that analyzes and categorizes a brand's creative library. Artificial intelligence is being explored as a way to power its advertising business.

Vaz said thatrative artificial intelligence is a hot topic.