CANNES — Without a firm tether to reality, AI models risk “hallucination,” producing outputs that are plausible but ultimately unhelpful for marketers seeking concrete results.
The challenge is to connect sprawling data points to deterministic truths, ensuring that massive computational power translates into measurable business outcomes.
That requires an anchor, according to Carla Serrano, chief strategy officer, Publicis Groupe. In a video interview with Beet.TV’s Lisa Granatstein at Cannes Lions, Serrano argued that connected identity is the crucial component that allows AI to move from a buzzy concept to a genuine transformation partner for clients.
The core of the platform
For Publicis, the application of AI is less about isolated tools and more about a systemic approach to client challenges. “At Publicis, we have something called Core AI, which is very much an ability to actually solve business problems across the operating platform,” Serrano said. This mindset shifts the client relationship from fulfilling an advertising brief to co-creating business transformation.
The goal is to leverage its central AI platform to help brands find the right audiences efficiently and measure outcomes across the full spectrum of media. Publicis has been working to enhance this capability, recently expanding its partnership with Adobe to embed generative AI into CoreAI, aiming to scale the production of personalized content for clients.
The power of this technology lies in its ability to process information on a previously unimaginable scale. “Ultimately what AI does is it allows us to crunch vast numbers of data points that were once impossible,” Serrano explained. “So now we can actually do these things and help our clients find the best solution.”
A connected view of truth
When a brand can see how various channels and consumer engagements interact, the assessment of incrementality becomes far more accurate, according to Serrano.
“From an incrementality standpoint, it’s more precise. But more importantly, it’s not just incrementality; it is about the connected truth and value of the full media mix that we’re putting out in the marketplace for our clients,” she added.
This pursuit of a holistic, data-backed view reflects a broader industry ambition. Marketers are increasingly turning to AI to justify their investments, with a recent survey showing that 60% of B2B marketers plan to increase spending on AI tools and social media in the coming year, underscoring the drive for greater efficiency and measurable results.
Anchoring in a data ocean
While AI is the engine of change, Serrano believes the conversation often misses the most critical component. “Most people would say it’s AI that’s the innovation. But we actually believe it’s connected identity because AI requires an anchor,” she said.
Without that anchor, AI can get lost in the immense “ocean of data,” she argued. Connected identity provides the deterministic foundation needed to ensure that insights are robust and reliable, preventing the kind of “hallucination” where AI systems generate incorrect or fabricated information.
“Ultimately, it’s a vast ocean of data out there. But unless you have a boat with an anchor where you can actually be deterministic, you can actually make sure that it’s robust, it’s not useful,” Serrano said.
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