Havas has followed its French rival Publicis by launching an AI-powered content network, Prose on Pixels, which it claims will elevate the impact content delivers to brands, businesses and their audiences.
Launching with an “audience first” model, the platform will work with agencies, their clients, and, increasingly, direct-to-clients, to connect with audiences by creating, scaling, and personalising what it claims will be “impactful, meaningful content that delivers the best possible business outcomes”.
Led by Steve Netzley, who assumes the role of global CEO, and Paul Ward as global president, the new, standalone network unifies the various production practices that exist across Havas’ global networks, bringing creative, agency BETC, health, and media studios together to operate as a unified global content creation offering.
When abbreviated, Prose on Pixels becomes “POP”, an acronym Havas claims is a “respectful nod, and an added opportunity to leverage the name of the latest asset within this network: BETC’s General POP”.
Comprising over 550 staff, across 13 locations, Prose on Pixels integrates the Havas’ network and is designed to maximise the affiliation with the wider Vivendi Group through technology, tools, and talent.
Havas chairman and CEO Yannick Bolloré said: “As the most integrated communications group in the industry, Havas is incredibly well positioned to leverage its wide network of expertise and unique position within Vivendi to deliver meaningful content at scale to brands, business and audiences.
“AI’s potential to accelerate the impact of the audience first model is truly exciting and presents a unique opportunity to deliver unprecedented business outcomes for our clients.”
Publicis Groupe is launched it data-driven content platform, PX, earlier this month. It insists the scheme is a next-generation tool dedicated to accelerating omnichannel content production, performance and personalisation at scale – all backed by a large dose of generative artificial intelligence.
However, a study published last week, warned the advertising and marketing industry that brands risk of the wrath of their customers if they do not disclose whether campaigns are being created using AI.
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