Publicis Groupe has acquired content intelligence company AdgeAI for an undisclosed sum.
Combined with Publicis Production, the AI-powered platform aims to “take the guesswork out of creative performance” by delivering creative content measurement and predictive performance insights.
AdgeAI measures all creative assets including video, images, text and gifs, the holding company said. The platform measures performance by breaking down what happens inside the creative and linking it to performance signals, extracting repeatable and predictive patterns.
Publicis' creative teams will have access to performance data and predictive measurement statistics, whereas traditionally, agencies would spend time manually analysing their clients’ and competitors' performance.
Based in Israel, the company is led by co-founders Eyal Ben Shalom, chief executive officer, and Asaf Ben Shalom, chief technology officer.
The pair will continue to lead AdgeAI, which will retain its name. They report to Deepti Velury, chief executive of Publicis Production.
Velury said: “AdgeAI delivers deep analysis with a level of unmatched granularity, efficiency and speed, and identifies patterns that correlate directly with performance outcomes – capabilities that are typically siloed, manual, or unavailable in current market tools.”
Velury was hired in October last year. She has a data and tech background, having joined from Publicis’ Epsilon, where she was chief technology and transformation officer.
Publicis chairman and chief executive Arthur Sadoun said: “In the AI era, brands don’t simply need more content. They need to know what works, and crucially, why, to immediately scale their creative messaging across audiences, markets and platforms.
“With the acquisition of AdgeAI, we are bridging the gap between instinct and proven performance, transforming creative performance measurement from a retrospective report into a forward-looking capability that anticipates and delivers real business outcomes.”
This month, AdgeAI hired Udi Avital as chief creative officer and Adam Raz as chief marketing officer. Both have several years of experience at Meta.
Avital held the same role at Meta Israel for almost nine years after working in creative teams agency-side at Ogilvy and Mather and McCann in Tel Aviv. Raz spent seven years at the tech company as a client partner.
Ben Shalom added, “This is a defining moment not just for AdgeAI, but for how the industry thinks about creative intelligence. By bringing our technology into Publicis’ existing engine, we're giving brands something they've never had before: the ability to move at the speed of the algorithm without losing the spark of great creative.”
Source: Campaign UK
