Publicis Groupe has announced the acquisition of AdgeAI, a company specialising in creative measurement and content intelligence. The move is aimed at strengthening Publicis’ AI capabilities by integrating advanced analytics into its existing production and marketing technology infrastructure.

AdgeAI’s platform helps brands and digital platforms analyse the performance of creative assets-especially video and digital content-using engagement, behavioural and conversion data. By identifying which elements of a campaign drive stronger audience responses, the technology provides actionable insights that help marketers optimise creative strategies and improve return on investment.

With brands producing massive volumes of content across social media, streaming platforms and digital channels, measuring the effectiveness of each creative element has become increasingly complex. Publicis plans to integrate AdgeAI’s technology into its production ecosystem to enable real-time measurement and predictive performance insights, helping marketers understand what works and why.

Arthur Sadoun, chairman and CEO of Publicis Groupe, said that in the AI era brands no longer just need more content-they need intelligence that explains which creative decisions drive results. According to him, the acquisition will help transform creative measurement from a backward-looking report into a forward-looking system capable of predicting campaign performance and scaling successful content across markets and platforms.

Deepti Velury, CEO of Publicis Production, added that embedding predictive intelligence into production workflows will allow brands to focus on creating content that performs effectively. By identifying patterns linked to performance outcomes, the platform can guide faster and more efficient creative decisions.

Eyal Ben Shalom, co-founder and CEO of AdgeAI, described the partnership as a milestone for the industry, enabling brands to combine algorithm-driven insights with high-quality creative storytelling.