After a year of breathless hype, generative AI’s impact on marketing and advertising is coming into clearer focus. Publicis is experimenting with how the fast-emerging technology could reshape large parts of its marketing services behemoth, raising the stakes for rivals that have lagged on the performance front. In the announcement, executives positioned the move as yet another reinvention, with the goal of making Publicis “the industry’s first AI-powered Intelligent System.”

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