In today’s rapidly evolving digital landscape, organizations face a dual imperative: to deliver exceptional customer experiences and to empower their employees to thrive. At Publicis Sapient, we believe that the integration of artificial intelligence (AI) within our SPEED framework—Strategy, Product, Experience, Engineering, and Data & AI—unlocks transformative potential for both customers and employees. By placing people at the center of every AI-driven initiative, we help organizations achieve operational excellence, foster creativity, and deliver emotionally resonant, hyper-personalized journeys.
SPEED is more than an acronym; it’s a holistic approach to digital business transformation that fuses five essential capabilities. When enhanced by AI, these capabilities become the engine for rapid, responsible, and sustainable change. Our philosophy is rooted in human-centered design: every solution is crafted to serve real people, solve real problems, and unlock new value across industries. AI is not about replacing people—it’s about empowering them, amplifying their creativity, and enabling them to focus on what matters most.
Transformation begins with strategy. We work with organizations to identify where AI can create the most value—whether by launching new business models, transforming existing operations, or driving efficiencies. Our approach ensures that AI initiatives are always aligned with organizational purpose and customer needs. By modeling revenue opportunities and efficiency gains, we help clients make informed, people-first decisions about where and how to deploy AI.
Product management within SPEED is about continuous innovation, rapid iteration, and delivering value at pace. AI is embedded not only in the products we build but also in the way we build them. Our teams leverage AI to automate repetitive tasks, streamline workflows, and surface insights that inform smarter product decisions. This enables cross-functional teams to focus on solving real customer problems, rather than just implementing features, and to deliver high-quality solutions faster.
Customer expectations are higher than ever, and every interaction is an opportunity to build loyalty. AI enables brands to deliver deeply personalized experiences at scale. For example, our work with Homes & Villas by Marriott Bonvoy reimagined the vacation rental search experience using generative AI and natural language processing. Travelers can now describe their ideal getaway in their own words and receive tailored recommendations that match not just their criteria, but their emotions and aspirations. This intuitive, conversational approach removes friction, inspires discovery, and drives higher engagement and satisfaction.
Across industries, AI is transforming customer journeys by:
Modern engineering is about more than technology—it’s about enabling people to work smarter, faster, and more collaboratively. Our proprietary tools, such as PSChat, provide secure, context-aware generative AI assistants that help employees across disciplines—strategy, product, engineering, experience, and data—work more efficiently. These tools automate routine tasks, enhance knowledge sharing, and support data-driven decision-making, freeing employees to focus on higher-value, creative work.
By fostering multidisciplinary, autonomous teams and shortening development cycles, AI-powered engineering drives continuous delivery and rapid response to changing market needs. Employees are empowered to innovate, solve problems, and deliver better outcomes for customers and the business.
Data and AI are the connective tissue of the SPEED framework. They validate hypotheses, uncover insights, and enable constant iteration. Our approach to data and AI is guided by four key lenses:
We help organizations establish robust governance frameworks, address bias and privacy concerns, and design safeguards to manage risk. Our focus on responsible AI ensures that technology enhances—not diminishes—human outcomes and trust.
The integration of AI within SPEED is already delivering measurable impact for leading organizations. For instance, the rollout of AI-powered search for Homes & Villas by Marriott Bonvoy led to a doubling of property saves, record-high search-driven visits, and accelerated product innovation cycles. In retail, AI-driven personalization and conversational commerce are increasing conversion rates and customer satisfaction, while internal knowledge assistants are streamlining employee workflows and decision-making.
Our work with clients like the AA demonstrates how SPEED capabilities, underpinned by AI, can modernize legacy systems, drive higher digital adoption, and create tangible value for both customers and employees. By standardizing agile maturity and leveraging data-driven insights, we help organizations deliver value faster and more effectively.
As AI continues to evolve, its potential to transform every aspect of experience—customer, employee, and organizational—is only beginning to be realized. At Publicis Sapient, we are uniquely positioned to guide organizations on this journey, blending design, technology, and strategy to build the next generation of digital products and services. Our human-centered, AI-powered approach ensures that innovation always serves people first, driving relevance, efficiency, and emotional connection in a rapidly changing world.
Ready to explore how AI-driven experience transformation can elevate your business? Connect with Publicis Sapient’s experts to start your journey.