AI Is Almost At The Core Of Advertising, No Longer Peripheral: Anupriya Acharya Of Publicis Groupe

News & Politics

Introduction

Introduction

Welcome to Storyboard, I'm Shibani Garat. Today, we're catching up with two exceptional women. First up, Anupriya Acharya, South Asia CEO of Publicis Groupe. We discuss the industry's outlook for the second half of the calendar year, focusing on the Indian festival season's key drivers and growth prospects.

Post-Elections Optimism

Anupriya, welcome back to CNBC TV8. It's great to have you on the show again.

Anupriya: Thank you, I'm equally excited to be here.

Shibani: When we met at GoaFest a few weeks ago, you mentioned a challenging first half of the year. Now that elections are over, how are things shaping up for the second half?

Anupriya: Indeed, at that time, consumption across categories seemed slow, coupled with a bit of wait-and-watch due to the elections and interim budget. Now, with elections behind us, a 100-day plan, expected budget, above-average monsoon, and an abundant festival season ahead, H2 looks extremely buoyant. We are in a very different space compared to when we last spoke.

Client Reactions

Shibani: How are clients reacting post-election?

Anupriya: Clients are clear and optimistic. There's significant work happening across brands and categories as they prepare for the festival season. New product launches, brand extensions, geographical expansions, and festival promotions are all on the table, making our teams really busy.

AI in Advertising

Shibani: We've seen holding companies flex their AI muscles. How have agencies evolved from just talking about cost efficiency to delivering unique AI solutions?

Anupriya: A lot of exciting work has already been done using AI and generative AI paired with creativity. For instance, the Airtel 5G launch won gold at Cannes last year. Recent works like Sate with Oreo and campaigns for PepsiCo are utilizing data, AI, predictive analytics, and more. AI is now almost at the core, no longer peripheral. It's continuously evolving with more investment and training, and its potential is vast.

Clients' Understanding of AI

Shibani: Are marketers and clients still confused about AI's applications?

Anupriya: It's unfair to say clients are confused. There is a lot of noise and overamplification around AI. However, it’s a fast-moving area causing excitement and curiosity. We maintain a full partnership with our clients, training both teams collaboratively and working towards real business solutions.

Ethical Considerations in AI

Anupriya: Yes, ethical aspects of AI are crucial, especially concerning copyright and biases. We continue to train teams and work closely with clients on these fronts.

Unexpected AI Moments

Shibani: Can you share an unexpected or amusing AI-related instance from a brainstorming session or meeting?

Anupriya: One amusing instance is a WhatsApp forward saying, "I want AI to do my dishes and laundry so I can do art and poetry." During our organization-wide hackathon, teams joked about AI delivering award-winning ideas with minimal effort, expecting AI to support tasks entirely. However, effective AI use requires structured data and well-defined prompts.

Shibani: With recent uncertainties, what superpower would you like to navigate this better?

Anupriya: I love uncertainty; it makes life exciting. The real superpower is our talent. Inspiring and training them to navigate the changing world is crucial. Our people are the key to solving future challenges.

Focus Areas for Publicis Groupe

Shibani: What are the key focus areas for the group in the coming months?

Anupriya: We are client-centric, focusing on future solutions, sustainable and purpose-driven marketing, and significant investment in learning and development. Our "Power of One" strategy, providing seamless access to all capabilities, remains pivotal. We continue enhancing these areas for a successful season ahead.

Shibani: Thank you so much, Anupriya, and all the best for the coming months.

Anupriya: Thank you very much, Shibani.

After the break, joining us in the studio will be Nagma Mullah, CEO of EdelGive Foundation, the philanthropic initiative of the Edelweiss Group.

Keywords

  • AI
  • Advertising
  • H2 optimism
  • Festival season
  • Publicis Groupe
  • Ethical AI
  • Client partnerships
  • Future solutions
  • Learning and development
  • Power of One

FAQ

  • Q: How is the second half of the year looking for Publicis Groupe?

    • A: The second half looks extremely buoyant, with several festivals lined up, above-average monsoon, a solid 100-day plan, and positive client sentiment.

  • Q: How are clients reacting post-election?

    • A: Clients exhibit clear optimism with significant work involving new product launches, brand extensions, geographical expansions, and festival promotions.

  • Q: How is AI evolving in advertising?

    • A: AI is now almost at the core, enhancing creativity, data usage, predictive analytics, and offering unique solutions for real business problems.

  • Q: Are clients still confused about AI applications?

    • A: It's a misperception. While there's a lot of noise around AI, clients and agencies collaboratively work to harness AI effectively.

  • Q: What are the ethical considerations in AI?

    • A: Key considerations include copyright issues and biases in AI, necessitating ongoing training and client partnership.

  • Q: What are the key focus areas for Publicis Groupe in the coming months?

    • A: Focus includes client-centric future solutions, sustainable and purpose-driven marketing, major investment in talent development, and seamless capabilities access through "Power of One."