(Reuters) – Publicis and WPP advertising groups will fall on Monday on Monday after information from the Wall Street Journal (WSJ) evoking the launch by Meta Platforms of an artificial intelligence system (IA) fully automated for the creation and targeting of advertisements.
This new META AI tool, designed to use real -time behavioral data from Facebook, Instagram and Whatsapp, aims to simplify advertising targeting for small businesses, which could call into question market domination by Publicis and WPP, which are both based on AI -based advertising solutions, indicates the WSJ citing sources close to the file.
Publicis recently integrated Firefly, the generative AI of Adobe, in its predictive analyzes based on 2.3 billion profiles, in order to optimize its targeted marketing campaigns. For its part, WPP resorts to AI via its WPP Open platform, which integrates creation and media.
At 12:06 p.m. GMT, the Publicis title lost 3.81% to 92.22 euros on the Paris Stock Exchange, accusing the highest drop in CAC 40, with 0.39% withdrawal at the same time. In London, WPP action ceded 2.77%.
(Written by Leo Marchandon, French version Elena Smirnova, edited by Blandine Hénault)
