MUMBAI: Looks like AI has stopped being the sidekick and claimed the starring role. At Publicis Groupe, artificial intelligence is no longer an experimental capability tucked away in innovation labs, it has become the company’s biggest growth engine, reshaping where revenue comes from and where future bets are being placed.
According to Publicis’ first-half 2026 results, 87 per cent of the group’s net revenue now comes from AI-powered marketing services spanning media, data, creative, commerce, CRM and production. That business delivered 6.5 per cent organic growth in the second quarter, comfortably outpacing the group’s overall organic growth of 4.8 per cent.
The momentum was led by Connected Media, which recorded high single-digit growth, while Intelligent Creativity posted low single-digit growth, reflecting rising demand from brands for AI-driven audience targeting, measurement, personalisation and content creation.
Publicis is also strengthening its AI ecosystem through acquisitions. During the first half, it acquired Adge.AI, a content intelligence platform, 160over90, a sports and culture marketing agency, and announced the acquisition of LiveRamp, a leading data collaboration and identity platform. Together, the deals deepen the group’s capabilities in data connectivity, sports marketing and AI-enabled marketing infrastructure.
Not every part of the business enjoyed the same momentum. The company’s Technology division, which accounts for 13 per cent of net revenue, reported a mid-single-digit decline as clients continued to postpone large-scale digital transformation projects and capital-intensive technology investments.
Chief Executive Arthur Sadoun said Publicis’ strategy differs from many rivals by focusing investments on capabilities clients increasingly need to compete in an AI-first economy. The company believes artificial intelligence is not only improving efficiency but also opening up new revenue streams through deeper client relationships and broader service offerings.
The results also underline a wider shift across the communications industry. As marketers increasingly prioritise platforms that combine data, media, AI and creativity, integrated advertising groups are gaining momentum while traditional consulting-led businesses face slower demand. For Publicis, the message from the first half is clear: in the AI era, growth is no longer just about creativity, it’s increasingly being coded into the business itself.
