In June 2017, the third biggest ad holding company Publicis Groupe announced it would develop an AI-driven tool called Marcel.
| | | | In June 2017, the third biggest ad holding company Publicis Groupe announced it would develop an AI-driven tool called Marcel.
What was supposed to be Arthur Sadoun's first big move as CEO and create a huge splash in the industry became one of the industry's most mysterious and ridiculed projects in recent years and was hampered by internal skepticism, tension, and confusion.
Six people with deep knowledge of the project said Marcel's journey from concept to real-world product has involved internal agency politics, executive-level turnovers, and a battle between tech giants Google and Microsoft to help develop Marcel.
Marcel became a prominent example of how the ad industry has struggled to adapt to the digital revolution.
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