Publicis Israel, the advertising group, is stepping into the rapidly evolving AI arena in order to help its clients significantly improve their workflows.

During a client event held the day before yesterday, the Brain model was unveiled, which will serve as the group’s future working infrastructure. The model will transform information, insights, and ideas into actionable and measurable marketing initiatives and will integrate data, AI, media, and creative. The event also presented Brain Lab, the implementation and creative lab designed to turn ideas and insights into practical solutions for brands.

The lab enables insights and ideas generated during brainstorming stages to be translated into solutions, initiatives, and campaigns that can be tested, measured, learned from, and scaled. Alongside Brain, the event also presented the Lotame system from Epsilon, which serves as the data layer of the initiative.

The initiative is being launched after years of global acquisitions in data, technology, and AI, totaling more than €12 billion carried out by Publicis Groupe globally. As part of this, the Israeli start-up Adge AI, specializing in measuring and predicting creative performance, was acquired for approximately $100 million.

CEO and Chairman Yossi Lubaton said: “The world of marketing and advertising is undergoing an unprecedented global revolution, and artificial intelligence is its engine. This is a process that requires patience, but workflow implementation must happen immediately because time is running out. Brain will bring the technological forefront to clients, and we are at the beginning of a fascinating journey.”