Publicis Groupe celebrates 6th anniversary of AI tool ‘Marcel’ with ironic campaign

Paris-based Publicis Groupe launched ‘Marcel’ an AI tool in 2017 that was designed to be at the service of clients. However, the novel technology was treated with widespread scepticism and overall negativity. Now, as AI has virtually taken over every aspect of business, Publicis has taken it upon themselves to point out the initial hostility towards Marcel in a playful manner. 

The campaign showcases creatives that showcase the initial reactions to the early AI investment. From industry execs, shareholders and talent, the campaign is designed to remind the industry just how far AI has progressed in a short amount of time.

“Six years ago, AI was laughed at and criticized. Today, you see that every company at Cannes is keenly announcing its latest AI partnership,” said Carla Serrano, Chief Strategy Officer, Publicis Groupe. “AI is a tool that has long sat at the center of our model: across Sapient for enhanced customer experience; at Epsilon to enrich and activate in real-time our first-party data; in Media and critically in Creativity, where it enhances dynamic creativity while optimizing, accelerating and simplifying production processes.”