Diving brief:
- Publicis Sapient extends its partnership with Google Cloud, creating a dedicated business unit to help clients plan, deploy and manage generative artificial intelligence (AI) projects, according to a press release.
- The agency, which is establishing an internal Google Center of Excellence as part of this deeper relationship, will enhance its use of AI in areas such as retail media networks, customer data platforms, content supply chains and data modernization and monetization.
- The two companies said they previously worked together on a project for a large banking firm that included the design and integration of a comprehensive generative AI framework tailored to the bank’s risk and compliance requirements, with the aim of ‘increase efficiency by 40%.
Dive overview:
Publicis Groupe began 2024 by committing to invest 300 million euros over three years to strengthen its use of generative AI. Publicis Sapient’s expanded partnership with Google Cloud is certainly part of this commitment.
Google’s dedicated business unit and new Google Center of Excellence will focus on three key areas: aligning sales, marketing and engineering teams to ensure customers have access to the resources they need to deploy and manage AI projects; combine Publicis Sapient’s proprietary generative AI tools with Google’s Gemini models to create new solutions that will enable clients to more effectively market, sell and modernize their products; and train staff in the latest generative AI technologies and solutions.
“As consumer expectations continue to evolve, new business demands require strategic collaboration throughout their AI and digital business transformation journey,” said Nigel Vaz, CEO of Publicis Sapient, in a press release. “By harnessing the power of Google Cloud technologies, we can help businesses stay ahead in the AI era.”
Publicis Sapient’s announcement comes a few weeks after that of its parent company strong results in the third quarterincluding a year-over-year organic revenue increase of 5.8%. The positive results for the period led the company to raise its growth forecast for the full year to at least 5.5%.
AI didn’t play a major role in the discussions around the company’s third-quarter earnings report, but it did bring some gains to the company. Mondelēz International, the maker of Oreo and Ritz, last month appointed Publicis and Accenture to build a new generative AI platform focused on providing more effective advertising and information production for the packaged food giant.
