Bear in mind Cannes 2017 when Publicis Groupe dropped out? It was simply after Arthur Sadoun took over as chairman and CEO, and the cash was to be spent on creating an AI instrument known as Marcel as a substitute.
Marcel was subsequently the butt of many jokes, dismissed extensively as a “glorified intranet.” A lonely, unloved Marcel was even ridiculed in Publicis’ 2019 Christmas movie.
However in AI-fuelled 2023, Publicis is again to say “I instructed you so” with a marketing campaign plastered everywhere in the Croisette on the primary day of the Cannes competition.
Carla Serrano, Publicis Groupe CSO, boasts: “Six years in the past, AI was laughed at and criticized. Quick ahead, and also you see that each firm at Cannes is keenly asserting its newest AI partnership. AI is a instrument that has lengthy sat on the centre of our mannequin: throughout Sapient for enhanced buyer expertise; at Epsilon to counterpoint and activate in real-time our first-party knowledge; in media and critically in creativity, the place it enhances dynamic creativity whereas optimizing, accelerating and simplifying manufacturing processes.”
For those who look again on the authentic launch video for Marcel, Serrano talks about AI proper from the off. This not-so-gentle reminder was clearly too exhausting for Publicis to withstand.
