Havas Bets $400m on AI, Readies Vivendi Spin-Off Plans

CANNES, France—Havas is the latest of the Big Six holding groups to bet big on AI, announcing plans to invest over $400 million in the tech over the next four years as it gears up to split from parent company Vivendi.

The end goal is for Havas to float on the stock market, returning to public ownership for the first time since 2017.

“Of course, there will be pros and cons to [the planned IPO],” said Havas chief executive (CEO) Yannick Bolloré, speaking during a press event at Cannes Lions. “Yes, we will have more pressure from the markets but it will also give us the financial means to develop Havas at a faster speed.”

Havas has been under Vivendi’s management since its acquisition in 2017, operating alongside sister companies including French media giant Canal+ and video platform Dailymotion.

Now, the four-way break-up plan will separate Havas into a standalone company. The other three entities would include Canal+; a publishing and distribution company comprising Lagardère and Prisma Media; and an investment business.

The French ad giant, which offers creative, media and PR services in 150 countries, has yet to confirm which stock exchange it plans to float on. To progress the deal, two-thirds of Vivendi’s shareholders must vote in favor.

Investing in cookieless AI-powered solution, Havas Converged

On the ground at Cannes Lions, the impact of AI—in particular generative tools like OpenAI—has been a major talking point among senior marketers and agency execs. Yannick adds to this chorus, saying that as Havas evolves its proposition it will be “supercharged by data, tech and AI, but powered by humans.”

Havas follows in the footsteps of other ad networks, including WPP and Accenture Song, which have pledged to invest $250 million and $3 billion in AI by 2028 respectively.

A chunk of this investment will be funneled into Havas Converged, a cookieless AI-powered solution that lets clients plan media across platforms.

The platform is built on the geographic, demographic, attitudinal, behavioral, purchasing and consumption data of more than half a million individuals collected by Havas, which will let advertisers tap into more than 35,000 audience insights.

Havas Converged is already been used by clients including KFC, said Bolloré.

Havas posted a 6.2% increase in revenues in the first quarter of 2024. Since the start of the year, it has made nine acquisitions, including U.K. social media agency Wilderness and B2B shop Ledger Bennett.