Through the acquisition  Publicis Sapient will bolster its data and AI offer and be able to develop tools across areas including generative AI and natural language processing.

The research division’s AI and data science staff will become part of Publicis Sapient’s existing data and AI team.

Publicis Sapient worked with data science consultancy Elder Research and technology business Tquila to establish the joint venture in 2020.   

Publicis Sapient said it will now offer clients services focused on generative AI, including workshops and hackathons to develop a data and AI vision; prototypes and proof of value for business use cases, and training programmes.

The financial terms of the deal have not been disclosed.

Nigel Vaz, chief executive, Publicis Sapient (pictured), said: “The acquisition of Publicis Sapient AI Labs will accelerate our generative AI offerings, playing a critical role in enabling our clients to apply data and AI solutions to solve complex business problems and build data-driven organisations at scale.”