Publicis Sapient is betting on its machine learning platform — Bodhi — which harnesses the power of generative AI (GenAI) to enhance marketing strategies and improve operational efficiencies. Bodhi is tailored for industries like financial services, retail, and supply chain management.
The US-based digital business transformation company has been leveraging Bodhi to drive innovation and growth, particularly in its Indian offices. This platform serves as the core AI infrastructure for its parent company, Publicis Group, enhancing operational efficiencies and fostering innovation in areas like marketing and supply chain management.
Bodhi integrates multiple functionalities into a single platform, including machine learning operations (MLOps), which streamline the deployment and management of machine learning models. An example of Bodhi’s capabilities is a content conceptualisation suite designed to accelerate the transition from marketing briefs to full campaigns, drastically reducing the turnaround time and increasing creativity through AI-driven insights.
Sudhan Rangarajan, AI and data lead at Publicis Sapient, told FE: “We are building products based on GenAI and AI. We have been developing Bodhi over the last four years, and it’s now implemented for many of our clients globally. Bodhi serves as the core AI platform for our parent company.”
Enhancing efficiency
Publicis Sapient’s GCCs in India have played a pivotal role in its global strategy and is crucial for the company’s growth, MD Sanjay Menon said.
He said, “So you start with plain vanilla captives, then GICs, GCCs now. I think they are becoming from a pure kind of cost play to a more value play. Looking at my operating expense budget, I was thinking how do I make it 10% cheaper, 20% cheaper or get more work in the same budget? And therefore, I looked at India as a place where my pure cost arbitrage happened.”
Publicis Sapient not only leverages internal capabilities but also engages with startups and forms strategic partnerships to push the boundaries of what can be achieved with AI. These collaborations are crucial as they enable the company to integrate the latest technological advancements and maintain a competitive edge.
