Inside Publicis Groupe’s closed-door Cannes AI push

Though there’ll likely be plenty of wheeling and dealing down on the Croisette this week, many big agencies devote just as much time at Cannes to reinforcing their client relationships as they do to securing new ones. French holding company Publicis Groupe plans to use the week to emphasize its AI expertise and entice its existing client roster to invest more heavily in the space.

“Our clients are a little bit confused as to how they’re supposed to be using AI, and we’re trying to kind of reorient them,” said Publicis chief strategy officer Carla Serrano. She told Digiday that the holding company wants to emphasize more involved AI solutions, rather than generative AI-enabled productions savings.

The strategy has two halves. The first, intended to buzz rivals and pierce Riviera pompousness, involves a “BS Bot” app that festival-goers can use to translate AI pitches into plain English.

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