Credit: Hector Emilio Gonzalez via Unsplash
Client attitudes to agencies and artificial intelligence have shifted markedly over the past six months, according to Havas CEO Yannick Bolloré.
“We are no longer perceived as being AI losers,” he told analysts in a briefing on June quarter results.
Bolloré described himself as struggling for years to convince the market that AI would not destroy the industry.
Havas moved early to position itself as an AI-first company, pivoting its strategy in January 2023 shortly after the emergence of generative AI tools.
"For the year 2024, 2025, we had a lot of questions, a lot of discussion with clients, with investors, with analysts, with journalists, saying that AI will kill our industry," he said.
Bolloré told them that AI was not a threat to the marketing industry, and that it was in clients' interests to keep working with agencies rather than bringing AI capability in-house.
"For two years, I had the feeling of preaching in the desert, as we say in the Bible," he said.
However, that sentiment had changed this year.
Clients "don't question anymore the fact that agencies are very well advanced in mastering AI, in harnessing all AI capabilities”.
Bolloré said Havas now had more than 90% AI proficiency among its teams, built on rising investment in data, technology and AI of up to €100 million a year in recent years.
That includes the group's AVA large language model portal and production tool Vermeer AI, along with a lead investment in research company Vurvey Labs.
Bolloré, asked whether the improved sentiment was translating into new business or pricing power, said it was still early days.
“We are implementing AI in our own organisation, we are helping our clients transform themselves with AI,” he said.
“We have developed tons of capabilities in that space.
"I think the sentiment is much more positive, not just from the clients, but also from all the different stakeholders.”
However, advertising is still a people-driven business.
“in a world transformed by AI, we deeply believe one thing: at the end of the day, what truly makes a difference is people,” he said.
“Talent is clearly some of our most valuable assets. That’s why we are investing heavily in hiring top talent, attracting and retaining the very best, training everyone, supporting our teams, and equipping them with the best tools available on the market.
“Creativity remains at the heart of Havas. We are pleased to have won more than 700 awards since the beginning of the year.
“AI will transform how we produce but it will not replace the need for strong ideas. Ultimately, clearly, the strength of ideas is what is driving growth.”
Havas, describing itself as the “strongest challenger” in advertising, reported a 2.5% lift in organic revenue for the half year to June. h
June quarter net revenue was up 3.8% to 724 million euro and the France-based global group confirmed full year guidance of 2% to 3% organic growth.
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