Publicis acquires AdgeAI to expand predictive creative analytics capabilities

Publicis Groupe has acquired Israeli predictive creative analytics startup AdgeAI, adding another artificial intelligence-focused company to its growing portfolio of data and technology assets. Financial terms of the deal were not disclosed.

The acquisition will see AdgeAI integrated into Publicis Production, the company’s global production platform. The technology is designed to evaluate creative assets—such as video, images, text, and GIFs—and predict which combinations are most likely to drive engagement, conversions, and other campaign outcomes.

Founded by CEO Eyal Ben Shalom and CTO Asaf Ben Shalom, AdgeAI has developed machine-learning models that analyze campaign data to identify which creative elements contribute most effectively to performance. The company’s tools aim to provide marketers with earlier insights during the campaign lifecycle, allowing adjustments before assets are widely distributed across channels.

Under the agreement, AdgeAI will continue operating under its existing name, with its founders remaining in leadership roles. The company will report to Deepti Velury, CEO of Publicis Production.

The deal reflects a broader shift in marketing technology as agencies seek ways to manage the rapid increase in digital content production. The rise of generative AI has made it easier for brands to produce creative assets at scale, but many marketers face difficulties determining which versions of content deliver measurable results.

AdgeAI’s platform focuses on predictive measurement, using engagement and conversion data to assess the likely effectiveness of creative variations before campaigns are fully deployed. By embedding this capability into Publicis’ production systems, the company intends to extend real-time analytics beyond media buying and into the creative development process itself.

The technology also aims to help brands manage growing volumes of content while maintaining performance across multiple markets and platforms.

The purchase forms part of Publicis’ wider investment in artificial intelligence and data infrastructure. The advertising group has allocated a $970 million budget for acquisitions in 2026, with several recent deals focused on strengthening analytics and identity capabilities.

In 2025, Publicis acquired identity and data platform Lotame and AI consultancy Moov AI, moves intended to expand its data-driven marketing offerings.

The company has also developed its own AI operating layer, CoreAI, designed to integrate automation and machine learning across its internal systems and client services.

Publicis’ latest acquisition arrives amid intensifying competition among major advertising networks to build AI-enabled services. Rival holding groups, including WPP and Omnicom Group, have also expanded investments in artificial intelligence as agencies attempt to adapt to rapid technological shifts in marketing.

Industry analysts have noted that while AI adoption among consumers has accelerated quickly, many organizations still struggle to deploy the technology at scale or translate it into measurable business impact.