Following a year at #1 Publicis kicks off 2024 with One-to-One personalised wishes to 100,000 staff worldwide, powered by AI
(Watch Carla and Arthur thank Eva, a sports-loving Groupe managing partner living in Austria)
After a year where Publicis achieved a lot of firsts – first on organic growth, first on all financial KPIs, first on new business, first on ESG, to become first in the industry in terms of market value – as always, the Groupe wanted to put its people first, and thank them one by one, for helping it to secure the #1 spot in 2023.
So, Publicis Groupe is kicking off 2024 not with one New Year’s Wish film, but 100,000 of them. One for every member of the Publicis team.
In a first of its kind experiment in pushing the boundaries of AI video, storytelling and personalisation at scale, Publicis Groupe CEO Arthur Sadoun’s usual New Year’s message to the group takes an unusual turn when he’s joined by his AI twin, the AI directoire+ and AI Maurice.
Thanks to Publicis’ ability to gather and connect information about its people through its platform Marcel, everyone that works at Publicis and who has contributed to its growth and success, is being sent a personalised thank you that is relevant to their interests and passions. Along the way, Carla, Dave, Agathe, Nigel and even Maurice, seem to have picked some surprising new skills.
To see how the One-to-One Wishes match the right language, the right leader, and the right interests, to the right person, across 100,000 films, here are 5 examples:
(Watch Maurice and Arthur thank Gabi, an adventure-seeking business lead from Sao Paulo)
(Watch Nigel and Arthur thank Youri, a Publicis Sapient designer originally from Seoul, who is inspired by dance, gymnastics, and the arts)
(Watch Agathe and Arthur thank Laure, a multi-lingual people experience director based in Paris, with a passion for video games, and the great outdoors)
(Watch Dave and Arthur thank Tony, an EVP at Publicis Media, living in Canada, who loves travel, water sports and parkour)
12 Comments
i hate it
“We were the top of the industry and made so much money, but instead of giving any sort of bonuses, I made these hilarious videos with the help of AI, you’re welcome!”
In this climate, a bit of extra coin for everyone would’ve been a lot more personal and meaningful.
These little c-suite vanity films are always so tone deaf. The AI thing only makes it more insulting.
Talk is cheaper.
AI. That’s so 2023.
Call me cynical, but this doesn’t really feel like it was done for the individuals’ benefit.
zero rizz
I was going to take a job in Publicis. Now I’m not.
This is supercalafrigilisticexpelladocious.
The same fug smucks who were recording our creative conversations to train their AI bots and asking us every second for ‘our prompts’ to train their full-timers on how to get better visuals / headlines… Goes to show, creative is really just a commodity for them. Best of luck.
It seems from the comments that as usual I disagree with the herd. IMHO this is brilliant in both concept and execution. Put aside your moral outrage, oh precious ones, and judge it as a piece of advertising problem-solving. Because that, my tiny friends, is the business you’re in.