Artificial intelligence will undoubtedly be the big topic at Cannes Lions, and Publicis Groupe is prepared to dispel myths and reveal its huge AI capabilities, all while poking a bit of fun at the lofty promises companies are making about the technology.

From tech titans promising the creation of new worlds and the destruction of old industries, to legacy companies using AI as a catch-all solution, everyone has their own AI agendas to push, with each claim bolder than the next.

Rather than making big promises while puffing out its own chest, Publicis instead is having a bit of fun with a campaign showing that many AI claims are more hype than substance.

The video was created by Le Truc and pokes fun at AI’s biggest players, as well as Publicis and other holding companies.

Arthur Sadoun, chairman and CEO of Publicis Groupe, said the only thing more widespread than AI is the noise surrounding it, and conversations at Cannes will only amplify it further.

“AI is already helping to deliver some outstanding creative work, and I’m sure we’ll see more of that on the Croisette. But as an industry, we are at risk of trying to make AI everything, everywhere, all at once. Unlocking its full power means basing it on real data, making it ready for 1:1 marketing and ensuring it is relevant to specific business needs by designing for outcomes, not output,” Sadoun said in a statement.

The reel-in

To get people talking about the oversold capabilities of AI, Publicis created a BS detector bot where clients can upload images and text from keynote speeches, meetings, presentations, articles and press releases. They will then receive an immediate analysis that translates AI hype and jargon into real talk, while highlighting critical questions that should be asked.

Carla Serrano, chief strategy officer at Publicis Groupe, said that while AI can be extremely useful, the BSBot is intended to call out the industry on the “bizarre tech partners arms race,” with companies trying to one-up each other on which AI partners they work with (even though many use the same partners).

In addition, there is the obsession with generative AI, which they call prompt-palooza, touting all the prompts one can do without any thought to practicality or aesthetic. The third is using AI as a catch-all solution.

“If your company’s doing badly, oh don’t worry—AI is going to solve it,” Serrano joked.

The BSBot will launch on June 17 and be available exclusively to Groupe clients. A short demo shows how it all works.

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