It started in Cannes in 2017 when Publicis announced it would begin work on Marcel, an AI platform to service the Publicis network of agencies. The initiative was such a priority for Publicis that it included putting a hold on investments toward industry events and award shows until complete. The focus on agency artificial intelligence had begun.
This spring, Marcel was unveiled. Then, just a couple weeks ago, Omnicom announced “Omni" —an AI platform in development that will be made available to all Omnicom agencies.
In both cases, significant investments have been made with Marcel being announced as a roughly $20 million investment and Omni at $50 million, both platforms being multi-year initiatives. Beyond the grandiose statements, what will these platforms do for these agency networks? Continue reading the full article posted in the Marketing Artificial Intelligence Institute.