00:01All right, I'm excited now to be joined by Corinne de Bilboa, president of Microsoft France,
00:07as well as Sylvie Oziel, CEO of Shared Platforms from Publicis.
00:12The technology and communications giants have recently joined forces to announce an exciting partnership.
00:18Welcome to Viva Tech News.
00:20Thank you.
00:21To Corinne, tell us more about this partnership.
00:25Well, does that work? Can we hear it?
00:28Yes, you're great.
00:28Okay, well, we've been working, we are very excited to work with Publicis.
00:33We've been working many years with Publicis, starting with, you know, with Marcel, which is based on AI.
00:41And now there is, I mean, a new era coming with Generative AI, where it's going to enhance productivity, collaboration.
00:48And there are many more use cases, you know, in this industry of media today.
00:52So there are a lot of, you know, use cases we're working on, which is about productivity,
00:58but as well, how you can create value for your customers and create new content.
01:04Absolutely.
01:05And can you share some of the insights on Generative AI and the new ways of working?
01:10Yes, so the use cases we start to see very concretely, augmenting human creativity, upstream and downstream, I would say.
01:19At the very beginning, finding new ideas and inspiring our creative talents.
01:24And more downstream, translating, resizing, what we call amplifying existing content to create different versions.
01:31But, very, very important, we are very excited, of course, about what Gen AI is going to bring.
01:37You can now develop content which would not have seen the light without Generative AI,
01:41because it would not have been possible for budget, for time, for practicality, feasibility reasons.
01:48So it's really pushing the limits.
01:49But, we never used Gen AI without the preliminary consent of our clients.
01:54And we joined C2PA together with Microsoft and Adobe,
01:58because we want to voice the perspective of the brands and the creators in terms of IP,
02:03in terms of traceability and attribution of content.
02:06And we are extremely sensitive, obviously, to confidentiality.
02:10So again, we never used Gen AI without the consent of our clients.
02:14And we notably signed a contract with OpenAI and with Microsoft,
02:20which allows us to use ChatGPT4 and to use DALI in such a way that no data would actually leave
02:29our environment,
02:29and the prompt would not inform the large language model.
02:33So no risk a brand would actually unwillingly educate other brands with what they are thinking of.
02:39Very important for companies to be thinking about.
02:41AI offers new scenarios and opportunities, but also, as you mentioned,
02:46requires a very responsible approach and mindset.
02:48So I'd love to know, how do you develop this ethical approach when it comes to working with AI?
02:52Yeah, that's a very good question.
02:54As you said before, I mean, it offers new ways of working.
02:58It's very interesting.
03:00I mean, you come from an autopilot to a copilot,
03:02which is what we announced with MS 365,
03:05where you really enhance productivity and help to create content.
03:09So it's kind of, you know, you have an augmented possibility in terms of the employee,
03:17in terms of what you can do and generate content.
03:19But it's a huge opportunity, as you said,
03:21and it comes with a huge responsibility as well.
03:24We've been working very early stage on this,
03:27and when you look at Azure, you know, cloud services,
03:31I mean, we do commit to work, not to work on user customer data.
03:37It's a secure environment.
03:39Your data is your own data, it's customer data,
03:41so we don't train model on it.
03:43But very recently as well, we did announce our Brad Smith,
03:47our vice chairman, made an announcement on additional commitments.
03:50So we are early stage on AI, all of us, you know.
03:54So we're going to share all our learnings at the, you know,
03:57the generation of use case, but as well as we implement.
04:01And in addition, we are developing, you know, an insurance program,
04:05where we're going to put resources to help our customer
04:08to meet the regulatory and the legal requirements in each region.
04:12We will have a dedicated legal and regulatory team
04:16to help, you know, customers to meet those requirements,
04:19which are necessary, of course, because it's huge responsibility
04:22and we want that to be developed.
04:25Absolutely.
04:25And from the development of Marcel, the AI-powered platform,
04:29to the launch of Publicist GPT,
04:31why has AI been, or how has AI been a major area of investment
04:36for many years ahead?
04:37Yeah, so long story, I will try to make it short,
04:40but it's true we launched together with Microsoft in 2017.
04:44Marcel.ai focusing first on identifying and leveraging talents
04:49at scale with more than 100,000 employees.
04:52And it was massively useful, obviously, during COVID.
04:56And then Marcel evolved into a broader collaboration platform
04:59to manage content, to welcome customers, to collaborate with us,
05:03to also surface all our applications in a seamless way
05:07with a unique user experience.
05:09More recently, you see now media are more and more digital,
05:13which means everything is actually addressable.
05:17Even TV now is connected.
05:18TV is addressable.
05:19We move from page to own audience,
05:22meaning that every brand can have an individual dialogue,
05:25an individual conversation with consumers directly, individually,
05:29which means AI for optimization and content tailoring
05:32is absolutely paramount.
05:34Recently, last week in London,
05:36we launched a new solution for content supply chain,
05:39which connects creative production and media
05:42to bring personalization at scale to life
05:46in a way which is mastered, which is scalable,
05:49at speed, at cost, mastering the massive complexity
05:52to truly speak on an individual basis to your consumers.
05:55And so the next revolution is obviously generative AI.
05:59You mentioned PublicisGPT with three spaces,
06:03one called Soundbox to safely use ChatGPT4 and DALI
06:07without informing the large language model in a confidential way.
06:10What we call Gallery to partner with startups
06:13which are bringing forward amazing use cases.
06:16We are notably collaborating with some nice startup,
06:19finding nice ways to compensate the creators
06:21which contribute to trend the large language models.
06:25And the last chapter of PublicisGPT is our own toolbox,
06:28which is called the FactoryGPT,
06:30for our own tool to support our clients.
06:33And so Microsoft is obviously very central to this collaboration
06:37and working with a lot of startups
06:39and large, giant tech players.
06:41Microsoft is clearly ahead of the curve.
06:44There will be a race and everybody is really trying to catch up,
06:48but when it comes to scalability, availability, readiness,
06:51in terms of technology, also in terms of terms and conditions,
06:55maturity around, again, IP and confidentiality,
06:58I would allow myself to say Microsoft is really,
07:03as we can see, ahead of the curve.
07:05Amazing. Sylvie, Corinne, thank you so much for joining us this morning.
07:08Thank you. Thanks.
07:08Absolutely fascinating conversation.
07:10Thank you.
07:11All right, you're watching Viva Tech News.
07:13Let's head out to the main floor
07:15and see what's happening on the ground.
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