- Interpublic Group (IPG) has launched a brand new artificial intelligence-powered unit designed to help brands manage and understand how their products are faring within the increasingly complex commerce ecosystem, per a news release.
- The latest Agentic Systems for Commerce (ASC) uses data to generate insights about products, competitors and consumer behavior, including product searches, digital shelf position, pricing and inventory. ACS is being piloted by greater than 20 brands, with results which have shown double-digit sales improvement, according to IPG.
- IPG, which is currently set to be acquired by Omnicom within the second half of this 12 months, reported revenue declines of 6.6% and seven.6% during its second-quarter and first-half results, respectively.
Agentic AI has been getting numerous attention across industries for its potential to understand and contextualize the knowledge coming out of generative AI chat bots. IPG’s launch of Agentic Systems for Commerce (ASC) demonstrates the holding company’s commitment to leveraging automation and AI to develop solutions for its clients and latest business opportunities.
The latest unit marks a “foundational shift for sales and marketing teams to move from standalone tools to intelligent systems,” enabling brands to be less reactive with more unified strategy and performance across your entire e-commerce system, IPG noted in press details.
At a time when the ad holding group’s revenue is declining, such agentic AI-powered tools could possibly be a value-add amid IPG’s revenue struggles.
“We imagine products like ASC can turn into a brand new revenue stream for us. And it’s one other way wherein we are able to use AI to scale our expertise and expand our business beyond our core capability set of selling communications and media into solutions sets that deliver quantifiable results,” said IPG CEO Philippe Krakowsky in a release.
Krakowsky also recently indicated that AI is an area where there are potential synergies to be realized should the proposed merger with Omnicom undergo later this 12 months as scheduled.
“As we expected, we’re finding that our respective capabilities in areas akin to platforms, data, commerce and AI development are highly complementary,” Krakowsky said throughout the company’s recent earnings call. “And this provides us a high degree of confidence that the combined assets will probably be extremely powerful and differentiated within the marketplace. As [Omnicom CEO John Wren] and I even have also noted previously, the capability that the brand new Omnicom can have to proceed to invest and construct out on its leadership position within the tech and AI space will probably be considerable and can further differentiate these offerings over time.”
ASC will probably be led by Dr. Jeriad Zoghby, IPG’s chief commerce strategy officer, who joined the corporate from Accenture in 2023. The initiative was backed by IPG’s Global Head of AI commerce Yaniv Sarig, who was a part of the corporate’s acquisition of Intelligence Node for a reported $100 million last December. ASC uses data from Intelligence Node to generate insights across digital commerce channels.
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