By Kasturi Datta |
Microsoft and Publicis Groupe are to build a full-stack marketing solution which brings together AI agents, legacy systems and identity-based data.
The organisations, which first partnered in 2016 to co-create the Marcel AI platform, aim to embed agentic AI across the end-to-end marketing workflow to enable businesses to more easily adapt to changing customer behaviour and drive revenue.
The companies will use Publicis Sapient’s Slingshot framework to help organisations migrate legacy systems to Microsoft Azure and create a cloud-native platform for AI deployment.
They will also integrate Sapient AI solutions with Microsoft Copilot Studio, Agent 365 and IQ to enable organisations to embed AI directly into core business processes. Meanwhile, Sapient’s Bodhi platform will make it easy for organisations to deploy secure, enterprise-grade AI agents built on Microsoft Fabric across marketing, customer engagement, commerce and operations workflows at scale.
In addition, the companies will use an identity-based data model built on Epsilon, Publicis’s internet protocol intelligence layer. Epsilon-powered AI agents will be able to reason and act on real-world and proprietary customer, marketing, media and other data to perform various tasks. Possible agent use cases could include pinpointing high‑value customer segments, creating and personalising content, and rolling out cross-channel marketing campaigns.
“Together, we are combining Microsoft’s unmatched technology and AI capabilities with Publicis Sapient’s transformation expertise on top of Epsilon’s industry-leading identity data to deliver agentic solutions that are truly game-changing for clients,” said Arthur Sadoun, CEO of Publicis Groupe.
As part of the partnership, Publicis will make Microsoft 365 Copilot accessible to over 114,000 of its employees.
“By bringing Microsoft’s cloud and AI capabilities together with Publicis Groupe Solutions built on Azure, we are giving creatives and makers the freedom to spend less time on repetitive execution and more time shaping ideas, building brands and driving meaningful growth for our customers,” said Judson Althoff, CEO of Microsoft’s commercial business.