With skepticism growing over AI’s real money-making potential, Publicis Group CEO Arthur Sadoun used the holdco’s latest earnings call to spell out what its investments are actually yielding.
He said eight in 10 ad dollars from its media business, which makes up 60% of the group’s total net revenue, now come from AI-driven work. That spans everything from how its clients plan and buy media to how campaigns are optimized and measured. The tech is doing the heavy lifting for the group’s biggest business. And it’s able to do that because, as Sadoun put it, AI is helping its media buying deliver better outcomes.
“Today, anyone can deliver cheaper, faster and better content,” he told analysts on the earnings call. “What’s harder is to make that content — what we call ‘intelligent’ — meaning connected to the data so that clients can know whether the content they put out there is working or not.”
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.