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AI Craft

AI will not take your job. Data already did.

Publicis grew 4.8 per cent and put AI on the headline. The split underneath tells a different story. Media and data can prove what they delivered. The idea never could.

Frederick Tadeo
Frederick Tadeo
– 1 min read
Cinematic underwater poster showing a small fish beneath a vast whale in dark water, with the words AI Was Never The Threat above the title DATA

Publicis grew 4.8 per cent and put AI on the headline.

I used an LLM to dig into the numbers.

Connected Media. 60 per cent of the revenue. Growing fast.
Intelligent Creative. Barely moving.

Sadoun said it plainly. Without identity, you cannot prove what your money did.

That is the part I cannot stop thinking about.

Media can prove what it delivered. Data can prove what it delivered.
The idea never could.

You can see AI. That is why everyone argues with it.
Data has been below you the whole time.

So what happens to the idea now?

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