Generative AI Strategy Offering Summary

Embrace the Generative AI Opportunity Transforming Business Operations

Generative AI has the power to transform every function within a business—from customer service to finance to supply chain. Early adopters, particularly in software development, marketing, and customer service, are already seeing their investments in generative AI pay off. However, many businesses eager to join this transformation are unclear about where to start, how to navigate the rapidly expanding landscape of tools, how to identify and manage risks, and how to value the potential upside and estimate the required investment. A holistic and flexible generative AI strategy will help your business identify the right opportunities and quickly capture them.

Solving Digital Business Transformation Challenges

Publicis Sapient partners with organizations across industries to build comprehensive generative AI strategies. These strategies not only identify opportunities to drive revenue, productivity, and efficiency, but also outline the organizational capabilities required to realize these opportunities.

When developing a generative AI strategy, we typically address factors such as:

• The landscape, readiness, and quality of clients’ data
• Existing systems and technology roadmaps
• Business objectives and strategies
• Organizational impacts, including training and workflow redesign

Value Drivers and Capability Enablers

1. Value Propositions
   • Use cases
   • Concepts
   • Products and applications
2. Capability Enablers
   • Experience: Experience strategy, experience design, app build/integrations, generated content, innovation
   • Intelligence: Model creation, data preparation & transformation, model evaluation & optimization, model deployment
   • Data: Data architecture, coverage & quality, data management, data governance, identity & consent management
   • Technology: Infrastructure, security, model development & management, operations, QA, monitoring & observability
   • People, Organization & Governance: Governance & ethics, people & training, organization & processes, operating model, adoption

How Publicis Sapient Supports Your Generative AI Journey

Publicis Sapient can help you maximize the generative AI opportunity by:

• Developing a comprehensive strategy to harness generative AI across your business, unlocking value throughout the organization
• Defining the highest-value opportunities, the necessary capabilities, and an executable roadmap to achieve your future vision
• Enabling the data, technology, and operating model to continually capture value and build your competitive advantage with generative AI

Approaches to Building a Generative AI Strategy

Typically, there are three approaches organizations can take:

1. Enterprise Executive Strategy
   • A top-down approach where the enterprise organizes its generative AI strategy around key value areas and understands major capability changes
2. Concept Strategy
   • A bottom-up approach where enterprises build a generative AI strategy from hypotheses on how to apply generative AI value, fleshing out use cases to confirm value
3. Line of Business Strategy
   • A hybrid approach where enterprises make value-led bets on generative AI solutions

Whether you seek to develop an enterprise-wide generative AI strategy or focus on a specific functional area like marketing, regardless of your digital maturity level, we can help identify the right opportunities and capability needs to drive your desired business outcomes.

Generative AI Strategy Business Outcomes

• Make the right changes to achieve long-term profitability and sustainability
• Meet evolving customer expectations
• Maximize AI investments
• Embed ethics and security into generative AI capabilities
• Scale generative AI capabilities

How We’ve Made an Impact

American Cloud & Tech Service Provider

The Imperative for Change:

• With the advent of generative AI, this leading American cloud and tech service provider saw both opportunities and threats to their business model
• Facing pressure to deliver an improved customer experience with limited support resources, the client sought innovative ways to deploy generative AI to support their Customer Experience & Success (CXS) functions and deliver improved customer support
• Competitors were announcing new generative AI offerings or initiatives, and the client needed help cutting through the noise

The Transformative Solution:

• We helped the client define their generative AI strategy by engaging stakeholders across the business to identify over 30 generative AI concepts and develop eight detailed concept cards for customer and employee use cases
• We identified the value unlocked from each of the eight concept cards and assessed the feasibility of implementation
• We developed a value- and feasibility-based prioritization to deliver the concepts in the optimal order and guided the client on which three to begin developing first

Business Impact:

• The CXS organization was able to present a strong case for implementing generative AI, tied to value and feasibility
• Over 30 concepts identified
• $50M in annual recurring revenue (ARR) identified from implementing the top three concepts
• Over $90M total ARR unlocked from implementing all eight detailed concepts

Publicis Groupe

The Imperative for Change:

• The generative AI revolution is transforming the professional services industry, and Publicis Groupe needed to define a path to grow and maintain their leadership position

The Transformative Solution:

• Developed natural language query capabilities for consumer insights using Epsilon’s technology
• Automated audience microsegmentation for targeting consumer demand spaces
• Enabled hyper-personalized message delivery through AI-driven models that integrate inventory, consumer data, and online/offline channels

Pharmaceuticals Company

The Imperative for Change:

• Content creation for marketing and medical teams is mostly outsourced to various agencies, primarily for U.S. brands. The current volume is inadequate for personalized campaigns, especially for non-U.S. content due to lower budgets and limited content reuse

The Transformative Solution:

• Developed two proprietary generative AI tools to improve efficiency
• The first tool, designed for marketing, empowers marketers to generate personalized banners, emails, and core visual aids at scale. It facilitates international expansion, localizes content, and efficiently repurposes existing content
• The second tool is crafted for creating medical PowerPoint content. It summarizes medical publication content and automatically compiles the summary into a PowerPoint slide template, serving as a first draft

Business Impact:

• Built AI solutions to support approximately 40 use cases across four prioritized industry verticals
• Multiyear $300M investment to support AI ambitions and transformative agenda
• Increased market cap by $1B at investor announcement
• Generated interest and engagement from Fortune 100 CMOs
• Achieved 35%-45% cost reduction on select content creation tasks and copywriting across the organization
• Projected over $100M in annual savings
• Approximately 20% of savings comes from cost reduction due to time saved in content generation (lower agency spend)
• Approximately 80% of savings comes from cost avoidance by enabling 4–5x higher content volumes, empowering all brands and countries to engage customers (HCPs/patients) with the required content