France’s Publicis raises growth forecast as AI powers 73% of operations

French advertising giant Publicis raised its full-year organic growth forecast for the second time in 2025, crediting artificial intelligence as its primary growth driver. The company now reports that 73% of its operations are AI-powered, demonstrating how strategic AI implementation can deliver measurable business results amid ongoing debates about AI’s practical value.

What you should know: Publicis has systematically invested €12 billion ($12.7 billion) in data, technology, and AI infrastructure since 2015, enabling the company to monitor consumer behavior across more than 4 billion individuals globally.

• The advertising firm now individualizes marketing strategies at unprecedented scale, leveraging this massive data foundation to power AI-driven services.
• CEO Arthur Sadoun emphasized that “AI alone does not work” and stressed the importance of having “the right foundations in technology and data” for AI to be effective.

The numbers tell the story: Publicis delivered strong financial performance while competitors struggled to maintain momentum.

• The company posted 5.7% net revenue organic growth in the third quarter, contributing to $6 billion in net new business over nine months.
• Competitors including WPP, Omnicom, Dentsu, and Interpublic have either flatlined or declined over the same period, according to JPMorgan data.
• Publicis retained 98% of its “top 100” clients over the past five years, attributing this success to AI-powered services.

Why this matters: Publicis demonstrates how established companies can successfully integrate AI into core operations to drive competitive advantage, contrasting with the broader market uncertainty about AI’s practical benefits.

• The company’s systematic approach—combining substantial infrastructure investment with data-driven AI applications—offers a blueprint for enterprise AI adoption.
• Recent new business wins include major brands like PayPal, Paramount Skydance, and Orange, suggesting clients are responding positively to AI-enhanced advertising services.

What they’re saying: Sadoun positioned AI as essential for both client and company growth during the press call.

• “It is artificial intelligence that allows us to accelerate our clients’ growth and to accelerate our own,” the CEO explained.
• He emphasized that successful AI implementation requires proper technological foundations, stating that companies “must never forget that if you do not have the right foundations in technology and data, artificial intelligence does not work.”

Looking ahead: The company upgraded its 2025 organic growth forecast to a “rock solid 5%, aiming for 5.5%” from its previous target of “close to 5%,” reflecting confidence in its AI-driven strategy amid continued strength in client spending and marketing budgets.