“Why we think having this data foundation for us is critically important, owning most of our data foundation, is that we think clients should be asking themselves, if you’re renting the data, are you really just renting the intelligence and have you fully thought through the business case?” asked Hagedorn.

The hope for clients with these new apps is to give them the ability to change the pace of their marketing to focus more on outcomes.

Without all the BS in place, Publicis hopes these real discussions about how AI can help with business solutions will spark positive changes in the industry.